The question repeated throughout the convention hall was: “Are there any keycaps left?” Or: “Where can I watch the World Cup match?” The world's largest biotechnology conference, the BIO International Convention 2026 (BIO USA), entered its third day on June 24 at the San Diego Convention Center. While the event serves as a hub for business development, licensing discussions and investment meetings, it has also become a battleground for creative corporate marketing. Throughout the day, tens of thousands of attendees moved from booth to booth between partnering meetings, collecting promotional items and participating in interactive activities. Companies competed not only on technology, but also on their ability to attract visitors with memorable ideas. The most common giveaway was reusable tote bags. Exhibitors ranging from the Korea Pavilion and various European pavilions to global pharmaceutical and biotech companies including Lonza and Eli Lilly distributed branded bags to promote their businesses. Attendees could be seen throughout the convention center carrying bags from multiple companies. Among Korean exhibitors, Lotte Biologics drew particular attention with its bright red reusable shopping bags, which proved especially popular with international visitors.

Some companies focused on different promotional items. New York-based AI market intelligence platform AlphaSense handed out branded baseball caps. Japan's Fujifilm set up a photo station in the convention center lobby, where professional photographers offered complimentary headshots and profile photos. Korean companies also highlighted elements of Korean culture. SK Biopharmaceuticals distributed traditional Korean double-sided pocket mirrors featuring tiger-themed <em>jakho-do</em> folk art, while the Dong-A Socio Group hosted a traditional Korean coin-toss game that attracted many international attendees.

Among the most talked-about giveaways were Celltrion's custom keyboard keycaps featuring the company's mascot. The unique item drew a steady stream of visitors to the booth. "After seeing so many tote bags, something small and unique like this is actually much more memorable," one international attendee said. Prize promotions also added excitement to the exhibition floor. The Netherlands Pavilion offered a premium bicycle as a raffle prize, while Lotte Biologics promoted a luxury hotel stay in New York. SK Biopharmaceuticals held a lucky draw featuring prizes including the latest iPad and AirPods.

Conference organizers embraced the event's "Race for Innovation" theme by installing a racing simulator. Attendees lined up to test their driving skills, with the simulator often attracting longer lines than nearby technology presentations. This year's BIO USA also coincided with major international sporting events. Several exhibitors, including SK Biopharmaceuticals and the Brazil Pavilion, streamed World Cup soccer matches on large displays. Visitors naturally gathered around the screens, and even passersby stopped to watch. Despite their different nationalities, attendees found common ground through their shared enthusiasm for soccer.

Just steps from the convention center, Petco Park, home of Major League Baseball's San Diego Padres, offered another attraction. As the convention wrapped up around 6 p.m., baseball fans flooded the surrounding streets ahead of the evening game. Business professionals in suits mingled with fans wearing Padres jerseys, creating a uniquely San Diego atmosphere. "BIO USA isn't just about business meetings," one representative from a Korean biotech company said. "It feels like a global festival where people from different countries come together and share their cultures. That's why companies work so hard to create booths with distinctive personalities."

BIO USA has also become an important event for the local economy. The influx of more than 20,000 visitors boosts hotels, restaurants and other businesses throughout the city. Standing outside the convention center, Padres fan Bleta said she may not know much about the biotechnology industry, but she recognizes the event's impact. "I don't know much about biotech, but I know BIO USA comes to San Diego every year," she said. "This week, you can really feel the local economy come alive because of all the people visiting from around the world."

The question repeated throughout the convention hall was: “Are there any keycaps left?” Or …

From Keycaps to World Cup Matches, K-Bio Turns BIO USA Into a Marketing Showcase