[Market Pulse] Let’s Strategically Leverage CES

The 2026 CES, the first global event of the year that draws worldwide attention, is just around the corner. From January 6 to 9, the largest electronics and IT exhibition will be held in Las Vegas, United States, with more than 4,000 companies from around the world participating. Over 1,000 Chinese companies are also expected to join, and one particular ministry is making headlines as both its minister and staff plan to attend together. There is great anticipation about what kinds of technological innovations will be unveiled this year. In particular, the global economy is focused on how to leverage artificial intelligence (AI), with CES at the very center of this discussion. Let us consider how we can strategically utilize CES.

First of all, many companies, institutions, and students should attend. Home appliance companies such as Samsung and LG will showcase the future of AI-powered appliances. The healthcare company Abbott, for example, has presented the future of the healthcare industry-including telemedicine and medical devices-through keynote speeches. Agricultural machinery company John Deere participates every year, demonstrating the future of AI agriculture. Even yachts are exhibited, providing insights into the latest trends in shipbuilding. In recent years, companies presenting the future of the space industry have also joined. Broadcasting and cryptocurrency companies participate as well, allowing attendees to observe a wide range of trends in digital assets.

I would especially like to emphasize student participation. I have seen college students from across the United States take part. I was impressed to hear about young people who saved money from part-time jobs, rented a car, and drove for days to attend CES with their friends, and I expect to see the same this year. Fortunately, many Korean universities are setting up booths and providing financial support so that students can participate, and I also encourage my students to attend as part of my university lectures. It is a valuable opportunity to see a variety of cutting-edge technologies that cannot be experienced in the classroom, and to network with university students from around the world.

Furthermore, both IT and non-IT companies need support to participate in greater numbers. While large corporations will naturally take part, small and medium-sized enterprises and startups require assistance. Thanks to various support programs from trade agencies, associations, organizations, and local governments, participation has become easier, but even more support is necessary. Although many ministries, public institutions, and local governments in Korea are actively participating, there are still voices from regional areas saying that participation remains difficult. Especially since criticism emerged over a decade ago that CES was an exclusive league for large corporations, a separate exhibition hall for startups has been established. This is the best opportunity to network with startups from around the world.

Government ministries and local governments also need to participate more actively. In addition to ministries responsible for AI policy, those seeking to promote artificial intelligence transformation (AX) should visit CES to observe cutting-edge case studies. I hope that young working-level officials will take part and broaden their perspectives. In the United States, the host country, nearly all federal agencies set up booths and participate, creating an environment where international cooperation is effectively possible.

While it is positive for CEOs and high-level leaders to attend, it is disappointing when participation is merely symbolic. Last year, I witnessed a metropolitan mayor and a group of lawmakers who only briefly attended a Korean booth event before heading to a nearby golf course, which left me with a sense of regret. It would be more effective to send working-level officials who can learn and gain experience. What opportunities will this CES offer us?

Kang Sungjoo, Visiting Professor at Sejong University (Former Director General of Korea Post)