Samsung Electronics CEO Roh Tae-moon (left) and LG Electronics CEO Ryu Jae-cheol
LAS VEGAS — Samsung Electronics CEO Roh Tae-moon and LG Electronics CEO Ryu Jae-chul will make their official global debut at CES 2026 in Las Vegas this week. South Korea's two tech giants are seeking to strengthen their leadership in the global television and consumer electronics markets as competition from Chinese rivals intensifies.
CES 2026, the world's largest consumer electronics and IT exhibition, is scheduled to run from Tuesday to Friday (local time). Both companies recently appointed new leaders in year-end executive appointments, an event industry watchers are closely watching as they face increasing pressure to accelerate artificial intelligence (AI)-driven transformation while improving profitability.
According to industry sources, President Roh is scheduled to appear as a keynote speaker at Samsung Electronics' “First Look'' event on Sunday, two days before the official opening of CES. The event will be held in a large, stand-alone exhibition space at Wynn Las Vegas, rather than Samsung's traditional venue at the Las Vegas Convention Center.
Samsung's dedicated exhibition hall measures 4,628 square meters, making it one of the largest private exhibition spaces at CES. The company will showcase new products and technologies, host presentations and technology forums, and hold meetings with global partners all under the same roof.
At CES 2026, Samsung will unveil its vision to become an “AI companion in everyday life.” The exhibition space is designed as an “AI Living Platform” to highlight how the company's televisions, home appliances and mobile devices are seamlessly connected through artificial intelligence.
The company said Samsung decided to move away from convention centers to provide a less crowded environment and a more immersive experience. We also plan to enhance our guided tour program to help visitors better understand the AI ecosystem.
Roh, who was officially appointed as Samsung's CEO and head of device experience (DX) last November, has emphasized transforming Samsung into a company that can function, grow, and compete through AI. Industry insiders expect him to emphasize Samsung's strategy as an AI-driven company during his CES debut.
LG Electronics will also attract global attention as CEO Ryu will give a keynote speech at the LG World Premiere event on Monday. The annual pre-CES event will introduce LG's vision and key technologies for the year, with the theme for 2026 being “Innovation in Tune with You.”
LG is set to unveil a new type of home robot designed to help with household chores. Unlike previous AI assistant robots with a simple shape, the new model has two arms with five fingers, allowing it to perform a wider range of tasks, such as grasping and carrying objects. The robot also acts as an AI home hub and supports more advanced interactions, such as responding to gestures.
Ryu, who was promoted from head of LG's home appliance solutions business to CEO in November, pointed to AI-powered housing and robotics as key growth engines for the future. He pledged to leverage LG's technological capabilities and strategic partnerships to ensure the company's competitiveness.
Both CEOs face significant challenges. Samsung continues to struggle with profitability in its consumer electronics business, while LG's TV division has posted losses in consecutive quarters. At the same time, Chinese manufacturers such as TCL and Hisense are rapidly expanding their global TV market share.
According to market research firm Omdia, Chinese brands accounted for 31.8% of global TV shipments in the third quarter of last year, exceeding South Korea's total share of 28.5%. Samsung maintained its lead with a 17.9% market share, but the gap with TCL narrowed, and LG fell to fourth place.
At CES 2026, both Samsung and LG plan to counter Chinese competition by enhancing their premium TV lineups with Micro RGB technology, which uses red, green, and blue LEDs as light sources for more accurate color reproduction and brightness control.
Industry analysts say the 2026 CES will be an important test for Roh and Ryu, not only their first appearance on the world stage as CEOs, but also the beginning of their leadership in navigating increasing competition and rapid technological change.
