[MWC26]From AI to Mobility... The Global Technology Competition Has Begun

MWC 2026 Officially Opens
Expanding Beyond Mobile: An IT Exhibition Covering AI and Semiconductors
Major Telecom Companies and Samsung Electronics Welcome Visitors with Dedicated Booths

The world's largest mobile exhibition, Mobile World Congress (MWC), officially kicked off on March 2 (local time). This year’s MWC features intense technological competition in a wide range of IT fields, including artificial intelligence (AI), networks, and semiconductors, as global companies such as Samsung Electronics, Huawei, and Xiaomi, along with mobile carriers, showcase their latest innovations.

Hosted by the Global System for Mobile Communications Association (GSMA), the MWC will run for four days until March 5 at Fira Gran Via, the largest exhibition center in Europe, located in Barcelona, Spain. This year marks the 20th anniversary of the MWC, with approximately 2,900 companies from 205 countries participating. GSMA has set the theme of this year’s MWC as “The IQ Era.”

A large MWC sculpture has been installed at the entrance of the Fira Gran Via exhibition center in Barcelona, Spain, on March 1, 2026 (local time), ahead of the opening of the Mobile World Congress (MWC) 2026. Photo by Jinhyung Kang

On the 1st (local time), ahead of the opening of Mobile World Congress (MWC) 2026, a Samsung Electronics Galaxy AI promotional flag was installed at the entrance of Fira Gran Via Exhibition Hall in Barcelona, Spain. 2026.3.1 Photo by Jinhyung Kang

The atmosphere throughout Barcelona was electric in anticipation of the MWC. Promotional ads for Xiaomi and Huawei were displayed at the arrival hall of El Prat International Airport, the gateway to Barcelona, and banners celebrating the opening of the MWC were hung throughout the city. Around the Fira Gran Via exhibition center, advertisements from companies such as Samsung Electronics, Huawei, Xiaomi, and Ericsson were also prominently featured.

On opening day, the event venue was packed with visitors and company representatives waiting to enter. The steady stream of attendees resulted in wait times of several dozen minutes just to get inside the exhibition hall.

Walking through the MWC venue, it was evident that the scope of the event had expanded beyond telecommunications and mobile to encompass the entire spectrum of IT technology, including AI, semiconductors, robotics, and mobility. At each company’s booth, not only mobile devices and network technologies but also AI models, data centers, and system semiconductors were on wide display. Xiaomi attracted significant attention by unveiling a concept design for an electric vehicle.

Korean companies also set up exhibition booths to welcome visitors. Samsung Electronics, SK Telecom, and LG Uplus established their pavilions in Hall 3, where global mobile carriers and IT companies were gathered, while KT set up in Hall 4. Samsung Electronics' Network Business Division and Samsung Display also operated separate exhibition spaces. In total, about 180 Korean companies are participating in this year’s MWC.

On the 2nd (local time), at the Mobile World Congress (MWC) 2026 held at Fira Gran Via exhibition center in Barcelona, Spain, a robot demonstrating the future envisioned by the AI agent 'IXIO' at the LG Uplus booth is placing laundry into a basket. 2026.03.02. Photo by Jinhyung Kang

Specifically, SK Telecom showcased its “Full Stack AI” theme by exhibiting AI models, infrastructure, and services, and provided an experience zone for the large language model (LLM) “A.Dot X K1.” KT presented AI Transformation (AX) solutions and the robot platform “K RaaS” at a booth themed after “Gwanghwamun Square.” LG Uplus, under the theme “Human-Centered AI,” featured its AI call agent and the personalized AI agent “IXIO Pro.” LG Uplus also demonstrated the operation of a household-assistant robot linked to IXIO Pro and displayed its immersion cooling technology.

Samsung Electronics organized its booth around the Galaxy S26 series, which was unveiled at last month’s Unpacked event. The booth displayed not only new form factor devices such as Galaxy XR and Galaxy Tri-Fold, but also other products in the Galaxy ecosystem, including Galaxy Tab, Galaxy Book, and Galaxy Buds. There was also a dedicated area where visitors could experience the new features of the Galaxy S26 series firsthand.

Noh Taemun, President and CEO of Samsung Electronics (Head of DX Division), and Jung Jaehun, President of SK Telecom, are taking photos with the Galaxy S26 Ultra at the Samsung Electronics booth during the Mobile World Congress (MWC) 2026 held at Fira Gran Via Exhibition Center in Barcelona, Spain, on March 2, 2026 (local time). Photo by Jinhyung Kang

CEOs of major Korean companies were also present at the MWC venue. On this day, Jung Jaehun, CEO and President of SK Telecom, and Hong Beomsik, CEO of LG Uplus, each visited the Samsung Electronics booth to join Taemoon Roh, President and Head of DX Division at Samsung Electronics, in demonstrations of the latest Galaxy products.

CEO Jung commented on the price increase of the Galaxy S26 series compared to its predecessor and showed interest by inquiring about pre-order sales figures. After watching a demonstration of the privacy display on the Galaxy S26 Ultra, he remarked, “All the privacy film companies must be out of business,” adding, “It seems they have tailored the technology exactly to what customers need.”

CEO Hong, after experiencing the ambient sound mode on the Galaxy Buds4 Pro, joked, “The function is so good. I should buy one for my daughter-please give me a discount.” After trying the Galaxy XR, he said, “It’s really good and much better than I expected. It also feels noticeably lighter.”

Meanwhile, CEO Jung also toured the Meta and Xiaomi booths. Regarding Xiaomi, he stated, “I believe everything will be connected in the AI era, and Xiaomi seems to be trying to prove that it can implement this entire connected structure itself. It’s impressive.”

On March 2nd (local time), attendees crowded the Fira Gran Via exhibition center in Barcelona, Spain, where the Mobile World Congress (MWC) 2026 was held. 2026.03.02. Photo by Kang Jinhyung

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