[CES 2026]Why Samsung, Hyundai, and LG Stopped Competing for the Biggest Booth

At CES 2026, the Exhibition Itself Became the Message

Samsung's private salons, Hyundai's robotic future rehearsal, LG's emotional immersion—three Korean tech giants reveal how trade shows have evolved from product displays into strategic storytelling platforms

Global technology leaders no longer rely on a single stage. Apple communicates through its carefully curated keynote ecosystem, Google shapes its narrative via Google I/O, and companies like Meta and Amazon deliver their visions through channels they fully control. What matters today is not where they present, but how—and to whom—they communicate.

At CES 2026, this shift was not just observable—it was tangible. Being on the ground, walking through the spaces, and listening to how stories were told, it became clear that exhibitions themselves have become strategic messages.

Samsung: The Private Salon Strategy

Samsung Electronics' approach was the most immediately noticeable from a first-hand perspective. As widely reported, Samsung chose private exhibitions across select hotels—including the Venetian and Wynn—instead of a massive booth at the Las Vegas Convention Center.

Experiencing these spaces in person, the contrast was striking. The atmosphere was calm, conversations were intentional, and explanations were precise. Rather than showcasing technology, Samsung focused on helping visitors understand why these technologies matter now.

This invitation-only model reflects a broader industry shift: from broadcasting to narrowcasting, from impressions to relationships.

Hyundai: Rehearsing the Future

Hyundai Motor Group's exhibition revealed its intent most clearly when seen in person. Many international tech outlets have noted Hyundai's shift beyond the identity of a traditional automaker. On the show floor, Boston Dynamics' Atlas humanoid robots and logistics automation systems took center stage, with vehicles positioned as part of a broader mobility ecosystem.

The space felt less like a product display and more like a rehearsal for the future—a visualization of a company in a constant state of readiness. Hyundai was not selling cars; it was inviting visitors into a worldview.

LG: Experience Before Explanation

LG Electronics offered yet another contrast. Filling a major LVCC space with its signature presence, LG adopted a highly public-facing approach. Observing visitor reactions on site, it was evident that LG prioritized experience and emotional connection before technical explanation.

The exhibition invited audiences to discover meaning on their own, rather than being guided through specifications. In an era of information overload, LG bet on resonance over recitation.

The Shared Direction: Depth Over Scale

Experiencing all three exhibitions firsthand revealed a shared direction. Exhibitions are no longer about scale or visibility. They are about depth, context, and relevance. This reflects how hyper-personalized marketing is extending into physical spaces.

The strategic divergence—Samsung's exclusivity, Hyundai's ecosystem narrative, LG's emotional immersion—demonstrates that there is no single formula. What unites them is the recognition that how a story is experienced now matters more than what is announced.

Implications for Marketers and Content Strategists

For marketing professionals and content strategists, CES 2026 offers a clear lesson: the boundary between exhibitions and marketing will continue to blur. Short, contextual, and ephemeral communication—much like Instagram Stories—will increasingly replace large, one-directional presentations.

Trade shows are no longer about occupying the biggest booth. They are about creating the most meaningful encounter. The companies that master this shift will not just win attention—they will earn trust.

CES 2026 clearly demonstrated that while technological competition remains intense, the true differentiator now lies in how the story is experienced.