Las Vegas buzzed with tech innovation this week, but one company truly stole the show at CES 2026: Lenovo. The world’s largest PC maker hosted its annual Tech World event at the Sphere, a venue known for its immersive visuals and cutting-edge technology.
Since the disruption of the Covid-19 pandemic, many Chinese companies that once dominated CES have scaled back their presence due to travel restrictions and geopolitical tensions. However, Lenovo is bucking the trend, doubling down on the U.S. market even as some of its competitors retreat.
A Bold Statement in a Changing Landscape
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The two-hour event on Jan. 6 captivated attendees with a dazzling display of lasers and 16K video projected across the Sphere’s massive, curved screen. The spectacle wasn’t just for show; it demonstrated Lenovo’s partnership with Sphere Studios, showcasing the power of Lenovo workstations, servers, and services in enabling real-time rendering and A.I.-assisted creative workflows.
Unlike many of its peers, Lenovo actively seeks co-marketing opportunities with other tech giants. Lenovo chairman and CEO Yuanqing Yang shared the stage with Nvidia’s Jensen Huang, AMD CEO Lisa Su, and Intel CEO Lip-Bu Tan, all of whom had delivered their own CES keynotes earlier in the week.
Hybrid A.I. Takes Center Stage
Lenovo unveiled a broad range of new products and platforms centered around what the company calls Hybrid A.I. Leading the charge is Qira, a cross-device personal A.I. “super agent,” alongside a comprehensive suite of A.I. platforms and services designed for both consumers and businesses.
On the hardware front, Lenovo introduced new A.I. PCs across its Yoga, IdeaPad, ThinkPad, and ThinkCentre Aura Edition lines. New Motorola flagship smartphones were also revealed, including a FIFA World Cup 2026 special-edition Razr. The company also showcased innovative rollable and wearable concept devices, as well as new ThinkSystem and ThinkEdge servers and an A.I. Cloud Gigafactory developed with Nvidia for large-scale A.I. infrastructure.
Expanding Beyond Technology
Tech World has evolved into a significant industry event, going beyond traditional product launches to showcase Lenovo’s vision for the future. The company is increasingly leveraging partnerships with major sports brands to strengthen its presence in the U.S. market.
Lenovo is an official partner of the FIFA World Cup 2026 in North America and a major sponsor of Formula 1. During the event, Lenovo hosted a raffle offering attendees a chance to win all-inclusive tickets to FIFA World Cup quarterfinal matches. FIFA President Gianni Infantino also made an appearance on stage.
Yuanqing Yang has consistently emphasized the importance of the U.S. market, stating in a 2021 Reuters interview, “We want to be a solid no.3 in North America.” Currently, Lenovo trails HP and Dell in the U.S. PC market. As of August 2021, American consumers account for less than 20 percent of Lenovo’s total revenue, according to Reuters.
Prior to 2020, Chinese companies were a dominant force at CES, representing a third or more of all exhibitors. At CES 2018, over 1,500 Chinese firms participated. By 2023, the first year following China’s full reopening, that number had dropped to fewer than 500. While participation has since rebounded, it remains below pre-pandemic levels, and several major Chinese tech companies, including Huawei, DJI, and Alibaba, have been notably absent in recent years.
