Korean firms flock to CES to flaunt new technologies in post-pandemic era

By Baek Byung-yeul

Samsung, LG, Hyundai, SK and other Korean companies will set up booths to promote their latest technologies at next year's Consumer Electronics Show (CES), as the event organizer is set to resume in-person events in contrast to the last event earlier this year which was held only online due to the COVID-19 pandemic.

The CES, which will be held in Las Vegas from Jan. 5 to 8 next year, is one of the world's largest tech fairs along with Spain's Mobile World Congress and Germany's IFA.

Given the event will take place as countries reopen their borders gradually and shift to normal, industry watchers project next year's CES show to focus mainly on changes in store for the post-pandemic era.

Korean companies are second to none in the competition to show new technologies, as Samsung, LG, SK and other firms proved their technological edges by sweeping numerous CES 2022 Innovation Awards announced recently.

The Consumer Technology Association (CTA), the organizing committee of the event, said more than 1,600 companies already signed up to showcase the latest in digital health, food tech, automotive features, non-fungible tokens (NFTs), games, smart homes and more.

The organizer said all attendees will need to show proof of vaccination and be required to follow proper social distancing guidelines.

For Korean firms, the event will be an opportunity to flaunt their latest technologies.

Samsung Electronics, which used to occupy the largest exhibition space, is expected to showcase its latest home appliances, TVs and other cutting-edge products at the event. The CT announced last week that Samsung won 43 CES 2022 Innovation Awards ― seven in the home appliance, four in the semiconductor, 11 in mobile and 21 in the visual display businesses.

Samsung is forecast to unveil its quantum-dot OLED TV to counter rival LG Electronics' OLED TV and other home appliances.

LG Electronics, which has also grabbed the spotlight with its home tech gadgets, is also expected to unveil its latest OLED TVs.

An IT industry source here said it also remains to be seen which companies will draw attention with more innovative products that can appeal to consumers after the end of the pandemic.

“The competition for innovation among home appliance firms is expected to draw attention at next year's CES. Various home appliances featuring artificial intelligence technology that make human life richer and more convenient, and new home appliances that create new markets are expected to continue to emerge at the show,” the official said.

SK Innovation said it will display eco-friendly products including electric car batteries. The company won the Innovation Award with its NCM9 battery that is around 90 percent nickel.

As the convergence of IT and other industries has become a new trend, carmakers have been foraying into the CES. Hyundai Motor Group will join the show, displaying various mobility technologies, such as urban air mobility, self-driving, robotics and fuel-cell technologies.

Hyundai Motor Group is also expected to showcase concept models of its upcoming electric vehicles such as Hyundai Motor's all-electric SUV concept SEVEN and Kia's EV9 concept model.