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The term SME refers to Small and Medium-sized Enterprises, while "Win-Win" alludes to mutual benefit (*Sangsaeng* in Korean). The program operates as a public support and promotional platform designed to give visibility to the country's SMEs. Each episode showcases local entrepreneurs, ingenious niche ideas, or innovative everyday consumer products—such as processed foods, home technology, and textiles—to boost sales and help them compete in the mass market.

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