[Report] 'Gigantic Exhibition Hall' Las Vegas... "Thanks to CES, It Became a High-Tech City, Not Just a Casino"

The Samsung Electronics exhibition hall inside the Las Vegas Convention Center is obscured by a partition wall. Photo by Jeong Donghoon

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On the 7th (local time), just two days before the opening of the 'world's largest electronics and IT exhibition CES 2024,' Las Vegas resembled a massive exhibition hall. The 'Strip,' the heart of Las Vegas nightlife lined with hotels and casinos, was bustling with CES attendees and tourists, and the 10-lane road was filled with cars. Final preparations for setting up exhibition booths were in full swing from early morning.

This year's CES is the largest ever since the endemic phase (periodic outbreaks of infectious diseases). Participants come from 150 countries, with about 3,500 companies participating, a 46% increase from last year. Among the Fortune 500 companies, 284 are participating, and the number of visitors is expected to be around 130,000. The theme of this year's CES is 'All together All on,' which means activating all technologies for everyone. The core focus is on artificial intelligence (AI) and the environment.

At the exhibition hall visited before the opening, especially the 'Las Vegas Convention Center (LVCC)' Central Hall, where comprehensive home appliance companies are concentrated, the atmosphere was the most vibrant. It is an exhibition hall crowded with booths from global companies such as Samsung, SK, LG from Korea, Sony, Honda's electric vehicle joint venture, Panasonic, Canon, and TCL. Heavy machinery was used to erect frames for large booths, and wiring and embedding work was ongoing throughout the exhibition hall. Videos to be shown during the exhibition period were already playing on large screens, showcasing a dazzling appearance. Some companies, including Samsung, Sony, and Honda's joint venture, installed black curtains and temporary walls to prevent early exposure of their booths.

Lee Hyun-jong, head of overseas business development at NubiLab, met at LVCC, said, "NubiLab's mobile application (app), which analyzes food photos taken with a smartphone camera using AI to improve the eating habits of diabetes patients, will be unveiled for the first time during CES," adding, "This year, there is great expectation as many devices and technologies enhancing the usability of digital healthcare are emerging."

Booth installation work is in full swing at the Las Vegas Convention Center exhibition hall. Photo by Jeong Donghoon

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The 'Venetian Expo,' an exhibition hall centered on startups, was also busy with people preparing for the opening. Korean startups' participation was particularly noticeable. Among the 1,200 participating companies here, 512 were Korean, the largest number, followed by 250 from the United States and 203 from France. This was thanks to support for individual startup participation from large companies such as Samsung Electronics, LG Electronics, and Hyundai Motor Company, as well as KOTRA, the Korea Institute of Startup & Entrepreneurship Development, local governments, institutions, and about ten universities. Jacob Jang, CEO of NeedExpo, who is in charge of booth installation here, said, "In U.S. exhibitions, only 2 to 3 days are given for booth installation, but this year, with the increased number of participating companies, booth installation work may continue until the day of the opening," adding, "This CES is as large as before the COVID-19 pandemic."

At 7 p.m. on the 6th, the 10-lane road was packed with cars as company representatives and visitors who came to Las Vegas overflowed. Not only near hotels but also on sidewalks throughout the city, people crowded so much that one had to avoid them to prevent bumping into others while moving.

As it was the weekend before the CES opening, many hotels and restaurants were already fully booked. Most rooms in luxury 4- and 5-star hotels, such as the Bellagio Hotel famous for its fountain show, were already reserved, leaving only suites and other premium rooms available. The price for these rooms easily exceeded 1 million won per night.

A view of a 10-lane road filled with cars in front of the Sphere, a landmark of Las Vegas. Photo by Kim Pyeonghwa

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Molton's Steakhouse, a local restaurant, was also crowded with no empty seats visible when visited around 7 p.m. that day despite its large size. A restaurant official explained, "On a typical Tuesday, about 100 people would visit, but last Tuesday, more than 200 people came to the restaurant," adding, "We can already feel the impact of the CES event period."

Another landmark of Las Vegas, the 'Sphere,' added to the nighttime attractions of Las Vegas. The Sphere is a large dome-shaped performance venue that opened in Las Vegas in September last year, standing 116 meters tall with a diameter of 157 meters. Various videos were shown through LED lights covering the entire dome. Julie Heliges, who came from San Jose, California, with family and friends to visit the Sphere, said, "When I think of Las Vegas, casinos usually come to mind, but it is very impressive that there are other things to enjoy," adding, "In the past, it felt like a traditional tourist city, but now with CES and the Sphere, it feels like a high-tech city."

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