[Preview of CES] CES Central Hall to Be Filled by Chinese Companies After Samsung's Departure

Large-Scale Exhibitions by Chinese Companies Like TCL and Hisense
Building LCD TV Lineups, Competing on Their Own Terms
Unveiling New Products in Physical AI and Robot Vacuums

Chinese companies that attracted significant attention at CES 2025 are expected to maintain their momentum at next year’s exhibition. As Chinese firms take over key exhibition spaces previously occupied by Korean companies, their presence is expected to grow even further.

According to industry sources on December 26, Samsung Electronics is leaving the Central Hall of the Las Vegas Convention Center (LVCC), and Chinese companies are set to fill that space, further expanding their exhibition scale. Chinese home appliance manufacturer TCL will set up the largest booth at next year’s CES LVCC, occupying 3,368 square meters. This booth is located in the space where Samsung Electronics exhibited during the previous CES. Samsung Electronics, which had maintained a booth in the Central Hall for over 20 years since the early 2000s, has decided to establish an exclusive 4,628-square-meter exhibition space at the Wynn Hotel starting next year.

The exhibition space previously used by TCL will now be taken over by another Chinese company, Hisense, while the space vacated by Hisense will be filled by other companies such as Changhong. The area where SK Group set up its booth this year will be occupied by Dreame. As a result, the central main section of the Central Hall is now being taken over by Chinese companies.

This shift appears to be the result of Korean companies reducing their exhibition scale at next year’s CES, while Chinese companies are further expanding their presence. Since 2019, SK Group has operated a joint booth for its three affiliates (SK Hynix, SK Telecom, and SK Innovation), but has decided not to participate starting next year.

Chinese companies are increasing their influence at CES and other global events. Companies such as TCL and Hisense are quickly entering the global market with strong price competitiveness and aggressive R&D investment. For this CES, Yang Yuanqing, Chairman and CEO of Lenovo, China’s largest PC company, will deliver a keynote speech.

These companies are expected to compete for leadership across various product categories at CES. At CES 2026, TCL will showcase its premium QLED (Quantum Dot Display) lineup, featuring “SQD (Super Quantum Dot)-Mini LED” technology. In contrast to Korean companies, which are focusing on premium competition with OLED TVs and RGB LED TVs, Chinese firms are advancing LCD TV technology. In the display sector, supply chain companies such as TCL CSOT, Tianma, and BOE will present products related to automotive displays.

In the field of physical AI, numerous Chinese companies will participate in the exhibition, setting the tone for the event. In robotics, leading Chinese humanoid robot company Unitree, which has recently begun commercialization, and service robot startup Booster Robotics will exhibit their products. In the mobility sector, companies such as Geely Automobile, Great Wall Motor, and Hesai will display electric vehicles and software-defined vehicles (SDVs) for the global market.

In the robot vacuum sector, companies such as Roborock and Dreame will participate and unveil new products. In particular, they will introduce specialized products targeting the North American market, such as portable vacuum cleaners, robot vacuums, and robotic lawn mowers. Chinese companies are also expected to lead the smart glasses sector, with companies like Xreal taking the initiative.