2080 Ventures: Navigating Cross-Border M&A In The Startup Ecosystem

In our latest Leaders InFocus conversation, we delve into the dynamic world of 2080 Ventures, recently honoured as the Rising Star in M&A Advisory USA 2025. Founded by Sun Choi, 2080 Ventures specializes in facilitating cross-border mergers and acquisitions, particularly for startups in emerging markets seeking global expansion. Leveraging a robust network and deep understanding of the innovation ecosystem, the firm bridges the gap between undervalued founders and potential buyers worldwide. In this discussion, Sun shares insights into 2080 Ventures' unique approach to M&A, the challenges of cross-border transactions, and the firm's vision for enhancing global liquidity in the startup landscape.

Brett

What is being recognised as a rising star in M&A Advisory USA 2025 mean for you and 2080 Ventures? How does it reflect your innovative approach in the M&A space?

Sun

Yes, we have recently commenced our M&A activities by engaging in numerous discussions with corporates. We are also connected to several buyers such as PES, and corporates. Startups are always concerned about liquidity; thus, we aim to enhance the ecosystem by increasing liquidity events through M&A. This is why we began facilitating connections between buyers and sellers from different countries.

While seeking buyers or sellers within one's own country is relatively straightforward, cross-border deals are significantly more challenging to locate, which is why we instituted these activities. For many startups, gaining visibility of the larger M&A advisories like PwC, Deloitte, is rather difficult. This award serves to demonstrate that we're serious about these activities and looking to serve as a leader in this area.

Brett

Do you have any milestones you can share?

Sun

We aim to secure a target of at least 10 cross-border deals this year.

Brett

In terms of the business 2080 Ventures wish to undertake, cross-border deals are an integral part of your unique approach. They essentially shape the entire concept of the business – facilitating the meeting of buyers and sellers across different jurisdictions.

Sun

Exactly, right? We are more focused on the startup side rather than traditional businesses.

Brett

How do you differ from current players?

Sun

We've been in the innovation market for several decades in terms of our team's experience. We have an extensive network and deep understanding of the innovation ecosystem around the world. That's our key value proposition.

Brett

That's the trick, isn't it? Finding good buyers and sellers is always the hard bit, which presumably is reflected in your team's experience in going to market. That must help build confidence among both sides of the transaction, right?

Sun

Our fee structure is also very flexible. For instance, on the startup side—since they've never done M&A before—we are flexible with the seller side. However, we adhere to a more standard fee structure on the buyer side.

Our team possesses a distinctive background – we have engaged in M&As with unicorns, large corporations, and cross-border transactions. That experience truly enhances our activities.

Brett

Yeah, and just to touch on your personal experience – could you give us a little flavour of your background and how you came to be on the journey with 2080? It would be great to hear how that evolved.

Sun

Yeah, sure. I started my career as a management consultant in Japan. Our clients were conglomerates like Toyota Group, Mitsubishi Group, etc. I was involved in new business development, M&A deals, and more. That was my experience with large companies – doing strategy, planning, and business development, including M&A. But I wanted to work in a more dynamic environment, which led me to startups.

I found a job at a startup, headquartered in both Sweden and Denmark, known as Froosh, a 100% fruit smoothie brand. They were already number one in the Nordic countries but had yet to penetrate the Asian market. I was their first Asian member, assisting them in breaking into that market. Fortunately, the company was acquired by Fazer Group, a large Finnish FMCG firm. Afterwards, I sought to learn more about the tech side of startups, so I took a position in Japan at Bridge International, working on SaaS products as a product manager. I even planned and launched an AI SaaS Sales automation product, which debuted with support from Google Japan and SoftBank, leading the company to go public in Japan. With all these experiences, I wished to delve deeper into the finance sector, which prompted me to establish 2080 Ventures. I relocated to Silicon Valley to pursue my MBA while working at an accelerator called Mind the Bridge. I spent nearly five years there as the Managing Director for Asia, aiding startups in entering European and US markets and assisting Asian companies in connecting with startups abroad. That's how I became a supporter and ecosystem builder, eventually meeting my co-founders from top accelerator firms like 500 Startups and Techstars. We discussed how large accelerators concentrate on supporting startups but don't necessarily build the ecosystem, particularly in aiding large companies. Hence, we established 2080 to enhance the ecosystem and propel emerging markets into advanced markets. So, that's how we launched 2080.

Brett

So, are we talking about emerging markets from a tech perspective? For example, India, Vietnam, or Korea are emerging markets where there's real tech expertise, but raising money in those countries is still challenging.

Sun

Not all startups in emerging markets can enter, say, the US or Western markets, yet there are certainly noteworthy startups and founders—many of whom studied in the US or other Western countries before returning to their home country to launch startups that have revolutionised their industries. We observed a pattern and thought, "Okay, why don't we assist these early undervalued founders, help them go global, and invest in them so that their valuation increases more rapidly?"

That's why we're also involved in investing in and accelerating startups in emerging markets. Many companies may be successful in their home markets—like Korea—but if they aren't seen globally, it's hard for them to scale and exit because the Korean exit market is very small. So, we want to provide more opportunities for global liquidity. That's also one reason we started our M&A activities.

Brett

Given that model, do you see your buyers emerging from developed markets—whether it's Japan, the US, or Europe—as the traditional base? They perceive they are purchasing at a lower price point?

Sun

Indeed, the US is the most active, while Japan also plays a significant role. Although ticket sizes are smaller, the global market is vast. Not only are they acquiring startups, but they are also purchasing traditional businesses. Nevertheless, our primary focus remains on startup M&A. Our buyers comprise major tech companies. I cannot disclose names due to NDAs, but that is the case.

Brett

For these tech giants, acquiring what could potentially become a global business at a lower cost represents a significant growth opportunity. It's akin to rocket fuel, isn't it?

Sun

That's right. For these tech giants, despite their size, they still possess a startup spirit. They aim to move swiftly to seize opportunities in the market. They understand that starting from scratch and gaining market share as a startup is incredibly challenging, particularly when market dynamics shift. For example, we invested in a generative AI startup, and shortly after our investment, they obtained a grant from Google. Numerous market dynamics are at play in technology, especially concerning chips and AI.

Brett

Isn't this an exciting time? We are witnessing a dual growth phase: one emerging from hardware advancements through chips and the other driven by the applications of those chips in AI. With 2080 Ventures' methodology of cross-border startup M&A, you are well positioned to take advantage of the opportunities that are presenting themselves. Thank you for your insight and congratulations once again.

Brett Hurll, Executive Editor at Global Financial Market Review, draws on over 35 years of international experience across technology and finance sectors, providing readers with sharp analysis and unique perspectives on emerging trends, market shifts, and the complex interplay between global business and political dynamics. His extensive background and senior leadership role position him as a trusted voice on financial markets and economic developments. If you have an interesting editorial reach out to our team at editoral@gfmreview.com