Korean companies shift strategies for next year's CES

Attendees head to exhibits at the CES 2025 trade show in Las Vegas, Jan. 7. Reuters-Yonhap

The annual CES trade show in Las Vegas will undergo significant changes next year regarding the participation of Korean companies, which have long been among the most prominent exhibitors at the world's largest tech fair.

Some companies have chosen to skip the event to better focus on their core businesses, while others plan to increase the size of their exhibits.

SK Group said its affiliates will not operate a joint exhibition booth at next year's show.

Since 2019, Korea's second-largest conglomerate has showcased products and technologies from SK hynix, SK Telecom and SK Innovation at a single booth, attracting global business leaders such as Nvidia CEO Jensen Huang. SK Group Chairman Chey Tae-won has consistently attended CES, even as other top conglomerate chiefs opted out.

However, SK hynix is the only SK affiliate currently listed as an exhibitor for next year. Industry officials expect the chipmaker to concentrate on strengthening its partnership with Nvidia at the event.

"There is a possibility that some of our affiliates will display their products and hold business meetings at next year's CES," an SK Group spokesperson said.

SK Group Chairman Chey Tae-won, right, examines SKC's glass substrate at the group's exhibition booth for the CES 2025 in Las Vegas in January. Courtesy of SK Group

HD Hyundai will also skip CES next year, following its absence from this year's show after three consecutive years.

Previously, the company showcased its shipbuilding and construction equipment capabilities, even arranging CEO Chung Ki-sun's keynote address at CES 2024.

However, the firm has decided to leave the event temporarily until it is ready to introduce new technologies.

"It is challenging for a heavy industries company to present new technologies every year," an industry official said.

In contrast, Samsung Electronics plans to expand its exhibits next year by moving its booth to the Wynn and Encore Las Vegas from the Las Vegas Convention Center.

Considering the convention center's reputation as the location for major global home appliance booths, Samsung's decision was initially seen as a sign of waning interest in CES.

However, Samsung said it wanted to secure a larger premium exhibit area. According to the company, its booth will be the biggest among exhibitors next year and will be the largest CES exhibit space Samsung has ever had.

"The new location will also integrate Samsung's previously separate TV and home appliance events at CES under one roof at the Wynn and Encore Las Vegas," Samsung Electronics said in a press release. "With a much larger space and premium setting, this will enable us to provide customers and partners with an immersive opportunity to experience our exciting new products and share our vision."

LG Electronics will remain at the convention center, joined by LG Display. The unexpected participation of LG Display has been attributed to the display maker's need to persuade customers to continue buying its products despite U.S. tariffs.

Hyundai Motor Group will showcase the products and technologies of Hyundai Motor and Hyundai WIA, along with those of Hyundai Mobis, which has attended CES every year. This marks the first CES appearance for Hyundai WIA, while Hyundai Motor has participated every other year.

The group is expected to introduce a range of robotics technologies, including humanoids, cobots and autonomous mobile robots at each affiliate's exhibition booth.

Doosan Group will also return to CES next year, maintaining its biennial attendance. Doosan Robotics' cobots and Doosan Enerbility's small modular reactor technologies are expected to be among the group's exhibits.

Among Korea's state-owned enterprises, Korea Electric Power Corp. (KEPCO) will become the world's first utility company to host an independent exhibition booth at CES. The company aims to showcase advanced energy technologies, such as grid operations using artificial intelligence.

"By participating in CES 2026, we will introduce our innovative technologies to the world and strengthen our competitiveness in the energy market," KEPCO CEO Kim Dong-cheol said.