As CES 2026, the world's largest consumer electronics and IT exhibition, opens on Jan. 6 in Las Vegas, Samsung Electronics and LG Electronics are honing their secret weapons to fend off China's "tech rise." Their strategy is to widen the technology gap with China by focusing on premium lineups and advanced artificial intelligence (AI).
Samsung Electronics plans to break away from the main CES exhibition hall for the first time next year and set up its own pavilion, while LG Electronics will showcase a slew of products making their CES debut, from Micro RGB TVs to home robots.
The prevailing view is that Chinese tech corporations will make notable gains at CES 2026 as well. TCL has taken a prime spot at CES, and Lenovo, the world's No. 1 PC corporation, will take the stage as a keynote speaker. China is expected to be the second-largest participating country after the host, the United States, with more than 900 corporations taking part. According to the Consumer Technology Association (CTA), CES 2026 has set up a total of 4,602 booths from 158 countries. The United States has the most with 1,638, followed by China with 942, and Korea ranks third with 845 corporate booths.
◇ Samsung Electronics and LG Electronics differentiate with "premium lineup + AI"
Samsung Electronics and LG Electronics are said to be planning to showcase premium lineups and advanced AI features to differentiate themselves from Chinese corporations. A home appliance industry official said, "Samsung Electronics is moving to an independent pavilion, but it will build a larger space and display a wide range of premium TVs and AI appliance lineups," adding, "LG Electronics will also unveil new TVs and robots equipped with AI features. Both corporations will present premium lineups and enhanced AI features for differentiation."
Samsung Electronics plans to reveal its AI vision at a separate, industry-largest standalone pavilion (4,628 square meters, about 1,400 pyeong) at the Wynn, the most luxurious hotel in Las Vegas. There, the company aims to implement an "AI living platform" that connects all of Samsung Electronics' product categories and services—premium TVs, appliances, and mobile—through AI. Samsung Electronics will also unveil a new Micro RGB TV lineup, aiming to solidify its position in the TV market, where it has long held the No. 1 spot.
LG Electronics put the emphasis on AI. It prepared a slew of products making their CES debut, including a Micro RGB TV and a home robot equipped with AI features. LG Electronics said it has packed the "LG Micro RGB Evo" with AI features. The home robot Cloid, which will be unveiled for the first time alongside the LG Micro RGB Evo, is also equipped with AI that recognizes and learns its surroundings on its own, and will be presented in its role as an "AI assistant."
◇ TCL lands a prime spot at CES, Lenovo delivers keynote
TCL has secured a prime spot at next year's CES, and it plans to unveil a slew of AI solutions there, including next-generation AI TVs and appliances. China's TCL took over the largest space (3,368 square meters) at the Las Vegas Convention Center (LVCC), previously occupied by Samsung Electronics. Samsung Electronics had held the spot for more than 20 years since the early 2000s. At the site, TCL plans to unveil "AI Smart Life," which consolidates air conditioners, refrigerators, washing machines, and smart door locks with AI technology, and to display numerous AI-related products, including AI TVs, AR (Augmented Reality) glasses, and projectors, as an AI entertainment lineup.
Lenovo CEO Yang Yuanqing will deliver the CES 2026 keynote on Jan. 6 under the theme "Smarter AI for All." Lenovo is reportedly planning to unveil solutions targeting the AI Semiconductor market, not only through the keynote but also at its pavilion, including next-generation AI PCs, a rollable laptop that expands horizontally, new consumer PC products, and AI data centers.
Hisense is also expected to mount an all-out offensive with new products powered by AI. Hisense will build its pavilion around a smart home solution based on AI appliances. It also plans to showcase next-generation display technologies such as Augmented Reality (AR), Micro LED, and laser projectors. Hisense is expected to once again unveil RGB-based TV technology to counter Samsung Electronics and LG Electronics.