LAS VEGAS — Samsung Electronics CEO Roh Tae-moon and LG Electronics CEO Lyu Jae-cheol will make their official global debuts at this week’s CES 2026 in Las Vegas, as the two Korean tech giants seek to reinforce their leadership in the global TV and home appliance markets amid intensifying competition from Chinese rivals. CES 2026, the world’s largest consumer electronics and IT exhibition, is scheduled to run from Tuesday to Friday (local time). Industry watchers are closely following the event, as both companies recently appointed new leaders through year-end executive reshuffles and face mounting pressure to accelerate artificial intelligence (AI)-driven transformations while improving profitability. According to industry sources, Roh will take the stage as the keynote speaker at Samsung Electronics’ “First Look” event on Sunday, two days ahead of the official opening of CES. It will be held at a large-scale, stand-alone exhibition space set up at the Wynn Las Vegas, rather than Samsung’s traditional venue at the Las Vegas Convention Center. Samsung’s dedicated exhibit