Experience the CES 2025 up close | Recap #2 for Tuesday, 7 January

   •   #1 | A unique event, a unique approach

   •   #2 | The key trends of CES 2025

   •   #3 | Is it Hollywood or Vegas?

   •   #4 | Today’s bonus: three things you did not know about the CES

   •   The team Forvis Mazars column

CES opens with a bang

The CES kicked off today with its usual fanfare, living up to its reputation as the ultimate showcase for innovation. It is more than just an event—it is a true spectacle where everything seems designed to impress: the meticulous organisation, bold presentations, and the vibrant energy flowing through the aisles. Everything here is in motion, everything sparkles, and the fear of missing out (FOMO) is pervasive. How does one choose between an inspiring conference, the exclusive launch of a revolutionary product, or exploring the exhibition halls, labyrinths of discovery?

Yet, beyond the technological dazzle, what astonishes—and provokes thought—is the vision of the world that CES projects. Some nations dominate, taking center stage with overwhelming presence; the impressive South Korean delegation, for instance, has flooded the CES halls under various banners representing the country and its tech hubs. Others, however, are notably absent. We are thrilled to see a dynamic Ukrainian pavilion, always impressive, but conversely, some European players remain restrained, such as the UK. This contrast, though telling, offers a skewed, almost distorted representation of global dynamics. It raises critical questions about international digital sovereignty.

As France prepares to host the International Summit on AI Action in February, this reflection becomes imperative. Supporting our tech champions, fostering the emergence of leaders in our respective nations, and cultivating a balanced vision of technology and digital development are not mere ambitions. They are strategic necessities in a world where innovation has become both a lever of power and a driver of progress.

CES dazzles with its scale and promises, but it also reminds us that innovation without balance can deepen troubling divides. This is a lesson worth pondering as we rethink our priorities on both a European and global scale.

#1 | French tech shines at Eureka Park

At the heart of CES 2025, French Tech once again showcased its dynamism by investing in Eureka Park with a pavilion hosting over 100 French startups. These budding companies, spanning sectors like health, greentech, and mobility, captured attention with their creativity and dedication. Wandering through this space is a delight, and unlike some other areas of the event, the entrepreneurs are welcoming and open to discussions with visitors (depending on their energy levels after three days of exhibiting!)

However, a worrying trend is emerging: the gradual decrease in the number of French startups present at CES, from over 300 in 2019 to about 100 this year. This includes French industrial companies, mainly located in the mobility pavilion. Kudos to OPMobility for its impressive booth showcasing the One4You system for vehicle exteriors, combining its extensive expertise. A stellar debut at CES. 

This significant drop, however, raises concerns about France’s ability to maintain its visibility and influence on the global tech scene, especially amidst ongoing debates about the future of the startup nation in an uncertain economic climate.

In such a competitive environment, as highlighted by CES, it is essential to support and encourage our startups to proudly carry the banner of French innovation. Participation at CES provides an exceptional platform to forge partnerships, attract investors, and conquer new markets.

#2 | South Korea: Everywhere, all the time

At CES 2025, one country stood out for its ambition and dedication: South Korea. Represented by over 800 companies among the 4,500 participants, the Korean presence left a lasting impression. It wasn’t just about quantity but also quality: Korean companies won 162 out of the 363 awards given during the event, nearly 45% of the total.

This outstanding performance stems from unprecedented mobilisation orchestrated by around 30 Korean public and private institutions. Giants like Samsung and LG naturally shone, but it was also the lesser-known SMEs and startups that scored points with bold innovations in fields such as connected devices, green technologies, robotics, and smart mobility.

This success is no coincidence. It reflects a deliberate and coordinated national strategy to establish itself as a global leader in innovation. The Korean government, through a dedicated ministry for SMEs and startups, has implemented financial and logistical support measures to help companies prepare and stand out. Major tech groups also played a key role by mentoring startups through incubation programs and increasing their visibility. It’s no surprise that Korea consistently ranks in the top 10 of Bloomberg’s Global Innovation Index and spends the most globally on R&D as a percentage of GDP.

Beyond the numbers, this massive presence sends a clear message: South Korea is determined to strengthen its position on the global tech stage. CES isn’t just a venue to showcase products; it’s also a platform where economic and technological power dynamics take shape.

CES 2025 reminds us that innovation is as much about excellence as it is about geopolitics. South Korea, with its impressive delegation and stellar results, delivered a lesson in mobilisation. It’s up to us to learn from this performance and assert our ambitions on the world stage.

#3 | The day’s major announcements

CES always brings its share of announcements and “reveals,” primarily innovations from tech giants who use this event to unveil their latest products.

Computing and hardware

   •   Lenovo introduced the first laptop with a rollable display, allowing users to expand the screen area as needed—a dream come true!

   •   Nvidia revealed new graphics cards that set new standards for gamers and creators through generative AI capabilities.

Entertainment

   •   Gaming dominated with products like the XGIMI Ascend motorised screen paired with Harman Kardon soundbars for an immersive experience, and Acer’s Nitro Blaze 11 console boasting the largest screen on the market.

Smart Home

   •   The Roborock Saros Z70 robot vacuum, equipped with a mechanical arm for object manipulation, stole headlines. No more robots stuck on stray shoes!

   •   Withings introduced a feature-rich smart mirror as part of its connected home lineup.

Televisions

   •   Samsung enhanced its The Frame series and unveiled innovations like the world’s first wireless 8K projector and a showstopper: a transparent micro-LED screen.

Automotive

   •   Sony and Honda revealed the Afeela 1, an intelligent electric vehicle loaded with multimedia gadgets and interactive AI.

#4 | Today’s three fun facts

     1.      Incredible but true

CES is not exclusive to Las Vegas. It once expanded to Asia with five editions in Shanghai (2015–2019), but the pandemic halted plans for 2020, leaving the concept of CES Asia dormant ever since.

     2.      Do not confuse it

Elon Musk’s Hyperloop vision inspired the “Loop” in Las Vegas—Tesla vehicles in narrow tunnels offer a quirky but limited transportation experience.

     3.      Number of the day

20,000 steps: That’s how far we walked on the first day of CES! It’s an event that demands both physical and mental endurance.

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