[Market Pulse] Let’s Strategically Leverage CES

The first major global event of each year that draws worldwide attention, CES 2026, is just around the corner. From January 6 to 9, the largest electronics and IT exhibition will take place in Las Vegas, United States, with over 4,000 companies from around the world participating. More than 1,000 Chinese companies are also expected to attend, and it has become a topic of discussion that certain ministries will be represented by both ministers and staff. There is great anticipation for what technological innovations will be unveiled this year. In particular, the global economy is focusing on how to utilize artificial intelligence (AI), with CES at the center of this discussion. It is worth considering how we can strategically leverage CES.

First, it is important for many companies, organizations, and students to attend. Home appliance companies such as Samsung and LG will showcase the future of AI-powered appliances. The healthcare company Abbott has previously 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-driven agriculture. Even yachts are on display, offering insights into new trends in the shipbuilding industry. In recent years, companies presenting the future of the space industry have also participated. Broadcasting and cryptocurrency companies are also present, providing a glimpse into various trends in digital assets.

I would especially like to emphasize student participation. I have seen university students from across the United States attend CES. I have felt proud seeing young people save money from part-time jobs, rent a car, and drive 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 for student participation, and I also encourage my students to participate during my university lectures. It is a rare opportunity to see a wide range of cutting-edge technologies in one place-technologies that cannot be experienced in the classroom-and it is also a great chance to interact with university students from around the world.

Support is also needed to encourage participation from a broader range of companies, both IT and non-IT. While large corporations are expected to participate, small and medium-sized enterprises and startups require assistance. Thanks to numerous support programs from trade agencies, associations, organizations, and local governments, participation has become more accessible, but further support is still necessary. Although various ministries, public institutions, and local governments in Korea are actively participating, there are still voices from regional areas that participation remains difficult. Notably, after criticism over a decade ago that CES was an exclusive league for large corporations, a separate exhibition hall for startups has been established. This provides an excellent 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 AI transformation (AX) should visit CES to observe the latest case studies. I especially hope that young working-level officials will participate to broaden their perspectives. In the United States, the host country, almost all federal agencies set up booths and participate, making international cooperation effectively possible.

While it is good for CEOs and high-level leaders to participate, it is disappointing when their participation is merely symbolic. Last year, I could not help but feel disheartened when I saw a metropolitan mayor and a group of lawmakers attend an event at the Korean booth only briefly before heading to a nearby golf course. It would be far more effective to send working-level officials who can learn from the experience. What opportunities will this year's CES offer us?

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