[Reading Science] At the CES Banquet, Where Are the Koreans?

At CES 2025, the world's largest electronics and IT exhibition, a Swedish business official asked the reporter, "How does Korea manage to have so many companies setting up booths in the Eureka Pavilion?" From the Swede's perspective, the Korean Pavilion and the presence of Korean companies, which occupied nearly half of the Eureka Pavilion, were astonishing. He added that Sweden would like to create an independent national pavilion at the next CES 2025, but it would not be easy.

The Eureka Pavilion at CES 2025 mainly gathers startups. Besides Korea, countries like France, Italy, Japan, and Taiwan made efforts to attract visitors by creating their own national pavilions. Although France tried to compete with Korea, it was incomparable to the Korean Pavilion. Korean companies dominated the CES 2025 Eureka Pavilion with an overwhelming volume of presence.

Korea's status was also evident at the Las Vegas airport. An airport staff member told the reporter, "Last year, there were many Chinese passengers, but this year, most of the passengers are Korean." On the streets of Las Vegas and at the exhibition hall, Chinese was heard less than expected. It seemed as if Korean was the second official language of CES 2025 after English.

The Swedish official, who had asked the reporter whether the Korean government actively supports startups' participation in CES 2025, asked another question: "Who from the Korean government attended CES 2025?" He mentioned that in Sweden, Deputy Prime Minister and Minister of Energy and Business Industry Eva Busch attended. Deputy Prime Minister Busch was actively involved, including giving speeches at CES 2025 events.

The confidence the official had shown about company participation just moments ago disappeared. The reporter could not recall any high-ranking Korean official to mention. The memory of Minister Yusang-im of the Ministry of Science and ICT considering attendance at CES 2025 but ultimately canceling resurfaced. It was difficult to admit that the attendance of ministers was canceled one after another due to the emergency martial law situation that occurred about a month before CES 2025’s opening.

It was not only a problem with the ministers. At the dinner meeting themed "Dialogue with Tech Leaders," where the Swedish official was met, hardly any Koreans were present. The dinner was hosted by the U.S. Consumer Technology Association (CTA), which organizes CES, but Korean participants, a key pillar country of the exhibition, were absent. Was it that we ourselves neglected the culture of exchanging business cards, discussing each other's businesses, and networking over dinner?

Government ministries and local governments emphasize how many companies participated in CES 2025 and how many innovation awards were received. However, it was undeniable that relatively more visitors gathered at the French, Japanese, and Taiwanese pavilions, which were smaller in scale but well-organized. In front of a Taiwanese company that showed health information on a mirror, many people waited in line for their turn to experience it, but such scenes were hard to find at booths made by Korean startups and research institutes.

Now, CES 2025 is no longer simply focused on the electronics industry. Following artificial intelligence (AI), quantum technology has also become a central focus of the event. In this process, CES 2025 has emerged as the frontline of advanced science and technology competition between countries. Attending CES 2025 is an opportunity to demonstrate national strength, but there are clearly areas that need to change. Participation alone is not enough. It is important for participating companies and officials to actively exchange information and gain insights about the future. Only then will the CES 2025 organizers recognize Korea not as a mere exhibitor filling the exhibition space instead of China, but as a true partner.