The world's largest IT and home appliance trade show, "CES 2026," will be held in Las Vegas on Jan. 6–9 (local time) under the theme "Innovators show up." Next year's CES will introduce for the first time the "CES Foundry," a program that shines a spotlight on future core technologies such as artificial intelligence (AI) and quantum computing. Samsung Electronics is set to change its exhibition operations, including moving out of the main hall for the first time in more than 20 years to set up an independent pavilion.
The Consumer Technology Association (CTA), the organizer of CES, held a press briefing at Josun Palace in Gangnam-gu, Seoul, on the 24th to share key trends and preparations for CES 2026. Gary Shapiro, CTA chief executive officer (CEO), said, "Korea has the second-largest participation at CES after the host country, the United States," and "Korean corporations are showing world-class innovation in AI, mobility, and home appliances." CES 2025 saw the participation of 1,031 Korean corporations, up 42% from the previous year.
◇ CTA: "Full support so that Korean corporations can participate without issues"
As the scale of participation by Korean corporations at CES grows every year, U.S. visa issues have emerged as a variable ahead of next year's show. For Korean corporations to participate in CES as exhibitors, they typically need to obtain a B-1 (temporary business) visa or receive ESTA (Electronic System for Travel Authorization) through the Visa Waiver Program (VWP), which includes Korea.
However, there is concern among Korean corporations that "U.S. visa issuance is being delayed, and if the situation does not change next year, they may not be able to participate in CES as planned." Awareness of visa issues has heightened after a recent incident in which a large number of Korean workers who entered on B-1 visas were arrested at the construction site of the battery joint plant of Hyundai Motor Group and LG Energy Solution in Georgia.
In response, CEO Shapiro said, "The U.S. government welcomes and supports Korean corporations and innovators coming to CES," and added, "Given the close relationship between the two countries, it was a mistake to block Korean investment (over visa issues), and it will not be repeated." He said, "If problems arise for Korean participants, we will set up a channel for direct communication with the CTA to provide support," and added, "We will keep the visa guide on the CTA website updated so participating corporations can prepare in advance, and, if necessary, consult with the government to quickly provide the latest information."
Shapiro also said, "The arrests at Hyundai Motor's Alabama plant do not appear to have been a White House–level decision, and many within the U.S. government view it as a 'mistake,'" adding, "Because the United States is an ally that shares the values of democracy and freedom with Korea, government-level support will continue to ensure CES participation proceeds without a hitch."
◇ "CES Foundry" debuts… Samsung Electronics leaves the LVCC to stress "One Samsung"
The biggest change at next year's CES is the launch of the "CES Foundry" program. This is a two-day special program covering blockchain, artificial intelligence (AI), and quantum computing, with conferences, product demos, and networking held together at the Fontainebleau Las Vegas. The CTA explained, "It will be an opportunity for large corporations and startups to connect new technologies to real business."
Next year's CES will further strengthen categories such as immersive entertainment, healthcare, and sustainable technology. New categories will be added to the CES Innovation Awards as well, including edtech, enterprise technology, supply chain and logistics, and film and content production, expanding the fields of participation. The CTA forecast, "AI has already become a central theme of the exhibition, and next year, next-generation solutions such as cybersecurity, infrastructure convergence, and agentic AI will draw attention."
Exhibition strategies by domestic corporations are also changing. Samsung Electronics will move out of the main hall at the Las Vegas Convention Center (LVCC) and, for the first time, set up a standalone pavilion at the Wynn Hotel, covering 4,628 square meters (about 1,400 pyeong). Under the "One Samsung" concept, which spans TVs, home appliances, and mobile, it plans to showcase an integrated vision and new products. The CTA said, "The Wynn Hotel is also an official CES venue," and explained, "Samsung's relocation is a positive change aimed at bringing all products into one place to provide a differentiated experience."
By contrast, SK Group will not participate in next year's CES. Since 2019, it has consistently taken part with a joint group booth, but it has decided to halt large-scale exhibitions next year.
The CES 2026 keynote will feature Lisa Su, AMD CEO, and Yang Yuanqing, Lenovo CEO. Lenovo plans to link its global event with CES and hold it at the Sphere, a dome performance venue in Las Vegas.