“I WISH YOU A PLEASANT VOYAGE”
2026 marks the 75th anniversary of the founding of Fuji Denko. To commemorate this milestone, we have chosen to fly the International Marine Signal Flags “U&W,” which together convey the message: “We wish you a safe voyage.” These flags appear in From Up on Poppy Hill (2011), the Studio Ghibli film directed by Hayao Miyazaki. In the story, Umi, a 16-year-old girl, raises the signal flags on the mast of her home every morning as part of her daily routine and as a symbol of connection with Shun, a 17-year-old boy. As Fuji Denko transforms its business style for the next era, this message serves as our Business Concept, expressing our hopes and aspirations for the company’s future journey.
From January 6–9, 2026, I attended CES (Consumer Electronics Show) in Las Vegas together with four young Fuji Denko staff members—three men and one woman. CES 2026 took place against a backdrop of significant global instability. The ongoing war between Ukraine and Russia, continued tensions in the Middle East, and growing strategic competition between the United States and China had already created an atmosphere of uncertainty.
Adding to this environment, early January saw a dramatic development involving Venezuela and President Nicolás Maduro. As a result, immigration procedures entering the United States and security measures at CES were the strictest I have experienced. Major U.S. television networks, including CNN, ABC, NBC, CBS, and FOX, provided extensive coverage of the situation throughout the week, creating a tense atmosphere as CES began.
“Lenovo’s Keynote at Sphere”
The keynote address, which I look forward to every year, traditionally sets the tone and kicks off CES. This year’s opening presentation was delivered by Lenovo (formerly IBM) CEO Yuanqing Yang at Sphere, the iconic venue where Delta Air Lines had held its centennial keynote the previous year. Speaking candidly, this was the most disappointing keynote presentation I have witnessed in my two decades of attending CES.
Mr. Yang’s presentation consisted largely of reading from prepared remarks, with content that felt more like technical documentation than a live keynote. The presentation lacked the energy, humor, audience engagement, and storytelling that characterize the best keynote speeches. Several high-profile guests also appeared on stage, including:
- Jensen Huang, CEO of NVIDIA
- Lip-Bu Tan, CEO of Intel
- Lisa Su, CEO of AMD
- Cristiano Amon, CEO of Qualcomm
Despite the impressive lineup, the overall presentation felt uninspired and failed to create a meaningful connection with the audience.
For the first time in my CES experience, I witnessed attendees leaving the keynote before it concluded.
Part of the frustration stemmed from Lenovo’s registration process, which resulted in entry delays of more than two hours. Many attendees were visibly dissatisfied with the event management.
Having traveled eleven hours from Japan specifically to attend CES, I chose to remain until the end despite my disappointment.
What made the experience particularly unfortunate was the venue itself. Sphere, with its extraordinary technological capabilities and seating capacity of 18,000, offered tremendous opportunities for a memorable presentation. Yet those capabilities were largely unused.
Ironically, because the keynote was broadcast globally through YouTube and other social media platforms, the event became a highly visible example of a missed opportunity.
“Gwen Stefani: A Remarkable Contrast”
Immediately following the keynote, attendees were treated to a concert by Gwen Stefani. Without exaggeration, it was one of the finest live performances I have ever experienced. The concert showcased Sphere’s technological capabilities to their fullest extent. The combination of music, visual effects, and immersive presentation created an unforgettable experience. I was deeply moved and found myself unexpectedly emotional.
Many people around me expressed similar reactions. The contrast between the Lenovo keynote and Gwen Stefani’s performance was striking. Throughout the venue, attendees could be heard saying:
"We're so glad we came to CES."
It was a powerful reminder of what a world-class presentation can achieve.“The Most Important Trend at CES 2026”
The development that impressed me most at CES 2026 was the continued expansion of AI-enabled industrial automation.
In recent years, CES has focused heavily on electric vehicles, drones, robotics, and GPS technologies. This year, however, the emphasis shifted toward large-scale industrial systems integrating AI into real-world operations.
Examples included:
- John Deere’s expansion of fully autonomous agricultural machinery
- Oshkosh’s AI-assisted airport support and emergency response systems
- Caterpillar’s autonomous mining and material transportation operations
- Brunswick’s automated port and marine operations
These systems increasingly support continuous 24-hour, seven-day-a-week operation in environments where efficiency, safety, and reliability are critical. In my view, the integration of advanced electronics, automation, and artificial intelligence into large-scale industrial machinery represented the most significant technological trend highlighted at CES 2026.
“A Shift Toward Business-Focused Exhibitions”
Another notable trend was the movement away from traditional exhibitions displaying broad product portfolios.Instead, many companies focused their presentations on specific business domains and long-term strategic initiatives.Examples that attracted considerable attention included:
- Sony Honda Mobility’s AFEELA autonomous electric vehicle project, combining mobility and entertainment
- Panasonic’s AI-powered health and wellness initiatives
At the same time, some large exhibitors, including LG, Samsung, and TCL, occupied substantial exhibition space but appeared less clear in communicating their future direction.
“Europe’s Growing Presence”
One of the most visible changes at CES 2026 was the significant expansion of participation from European countries. Strong national pavilions and business delegations were present from: France, Germany, Italy, Spain, Belgium, The Netherlands, Sweden, Denmark and Norway.
Many of these activities were coordinated under broader European Union initiatives.
This increased presence may reflect both the economic and geopolitical consequences of recent global events and a growing determination among European companies to expand directly into the U.S. market. With the inauguration of President Trump and the evolving international landscape, Europe’s growing participation became one of the defining characteristics of CES 2026 and marked a noticeable departure from previous years.
“Looking Ahead”
As Fuji Denko celebrates its 75th anniversary, the message conveyed by the “U & W” signal flags feels particularly meaningful.
The business environment continues to change rapidly. New technologies, new markets, and new challenges lie ahead. Yet the spirit embodied by these maritime flags remains timeless.
“We wish you a safe voyage”
As we embark on the next chapter of Fuji Denko’s history, we do so with confidence, determination, and optimism for the future.
“I WISH YOU A PLEASANT VOYAGE”
Hiroshi Yoshida
Advisor
Fuji Denko Company
