[Reporter’s Notebook] CES Once Again Becomes a 'Korean-Only Festival'

Exhibition Halls Dominated by Government Banners
A Call to Redesign Strategies Around Technology-Driven Showcases

"Is this Korea or the United States? It feels like the 'United States of Korea.'

This was the lighthearted remark made by Jose Munoz, President and CEO of Hyundai Motor Company, to a reporter at the world's largest electronics and IT exhibition, CES 2026, which concluded on January 9 (local time). He was joking about how the venue was filled with Koreans and the constant sound of the Korean language.

According to the Korea Information & Communication Technology Industry Association (KICTA), 853 Korean companies participated in CES 2026. This accounted for 20% of the total 4,300 companies at the event, the third largest group after the United States and China. While there were major corporations, a significant factor was the 689 companies that joined with support from the government, local governments, or educational institutions.

Korea's enthusiasm for CES is well known. In particular, small and medium-sized enterprises and startups board flights to the United States with the hope of introducing their products and ideas to global buyers and investors, whom they rarely have the chance to meet.

However, contrary to these expectations, the atmosphere at the venue was quite different. What stood out most were the 'flags' used to showcase achievements. This year, Korea set up multiple pavilions such as the Ministry of SMEs and Startups' 'K-Startup Pavilion' and the Ministry of Trade, Industry and Energy's 'Integrated Korea Pavilion.' Local governments like Seoul, Daejeon, and Gangwon also established their own booths. Instead of the anticipated global visitors, the booths were crowded with politicians posing for commemorative photos in front of banners. Rather than highlighting the innovative technologies brought by companies, the event was dominated by the names of institutions and local governments displayed everywhere.

A company representative at the event commented, "Even if we spend tens of billions of won to set up an exhibition in the United States, most of the visitors are Koreans, so only the organizers benefit. That's why people sarcastically say it's no different from Seoul COEX, Ilsan KINTEX, or even Namdaemun Market."

This 'party for Koreans only' is not unique to this year. As doubts grow about CES's former prestige, some large corporations have already withdrawn. Samsung Electronics, for example, set up its own exhibition at the nearby Wynn Hotel instead of the main Las Vegas Convention Center Hall (LVCC) this year. SK Group significantly reduced its participation compared to last year, and HD Hyundai, whose Chairman Jeong Ki-sun once delivered a keynote speech, has been absent for two consecutive years.

CES should not be treated as an annual event for photo opportunities and sightseeing. If the goal is to promote innovative Korean companies abroad, a unified exhibition centered on technology fields such as artificial intelligence or robotics would be more convincing than dividing exhibition space by institution. Perhaps it's time to consider how to bring large-scale exhibitions that attract global attention to Korea itself.