Despite Cancellations... Korean Companies Preparing to Unveil Innovative Technologies at CES

CES logo

[Asia Economy Reporter Kim Heung-soon] The opening of 'CES 2022,' the world's largest electronics and IT exhibition resuming offline events after two years, is just ten days away. Although the spread of Omicron, a new variant of COVID-19, has led to an increasing number of global IT companies withdrawing from participation, major domestic companies are closely monitoring the situation and are actively preparing to showcase innovative technologies.

According to the business community on the 26th, Samsung Electronics is expected to unveil new products at CES 2022, held from January 5 to 8 (local time) in Las Vegas, USA, including the QD-OLED TV featuring Samsung Display's Quantum Dot (QD) display and the Galaxy Z Flip foldable phone that combines the 'Bespoke' concept of consumer-customized home appliances.

Earlier, Samsung Electronics launched the 'DX Division' by integrating the existing Consumer Electronics (CE) and IT & Mobile (IM) divisions in its recent organizational restructuring. This is expected to strengthen customer experience based on globally competitive finished products. Attention is focused on what innovative products, technologies, and visions will be revealed in this regard. At this event, Han Jong-hee, Vice Chairman and Head of the DX Division, will also deliver the keynote speech.

Hyundai Motor Group will present its future vision and new concept robots under the theme of robotics at this CES. Hyundai Mobis will unveil two concept cars that embody future mobility technologies for the first time worldwide. SK Group will set up a joint exhibition booth with six affiliates including SK On and SK Hynix under the theme of 'carbon neutrality.' SK E&S and SK Ecoplant will participate in CES for the first time. LG Electronics will focus its CES booth on virtual reality experience spaces. New products to be showcased include the 'LG PuriCare AeroTower,' which combines air purification and heating/cooling functions, and the 2022 model soundbar. There is also a possibility that LG Display’s supply of organic light-emitting diode (OLED) panels to Samsung will be mentioned, as some industry insiders anticipate.

Photo by Doosan

Hyundai Heavy Industries Group will participate in CES for the first time next year. It will unveil the future of marine mobility centered on autonomous navigation technology, advanced products integrating artificial intelligence (AI) and robotics, and eco-friendly technologies. Doosan Group will participate with Doosan Corporation, Doosan Heavy Industries & Construction, Doosan Bobcat, Doosan Fuel Cell, Doosan Industrial Vehicle, Doosan Robotics, and Doosan Mobility Innovation (DMI). They plan to showcase eco-friendly energy businesses focused on hydrogen production and utilization technologies, as well as advanced future technologies such as automation and unmanned systems.

CES had raised expectations by resuming offline events for the first time in two years since 2020 amid the spread of COVID-19. However, the rapid spread of Omicron worldwide, including in the United States, has made setbacks inevitable. Global companies such as Microsoft (MS), the world's largest software company, Google, General Motors (GM), Waymo, and TikTok have announced their withdrawal from in-person events one after another. Amazon, Meta Platforms, Twitter, Lenovo, and AT&T have done the same. Intel in the U.S. stated that it will minimize the number of employees attending in-person events due to safety concerns.

Among domestic companies, some chairpersons and top executives who had planned to attend the event have canceled their business trips or decided to monitor the situation more carefully, showing a cautious stance. Each company is also reducing the number of personnel attending CES. An industry insider said, "Compared to the original plan to prepare for large-scale business trips, the number of attendees has been drastically reduced," adding, "As the number of global companies withdrawing increases, we need to watch the situation until the last moment to see how things will unfold."