CES 2026, widely regarded as the world's most influential technology exhibition, once again brought together global innovators, startups, corporations, and academic institutions to unveil the future of AI technology, smart solutions, and digital transformation.
Among the international participants at CES Las Vegas this year, Busan University of Foreign Studies (BUFS) stood out as one of the few universities independently exhibiting its model of university-driven innovation, highlighting how education, industry, and AI can work together to globalize regional growth.
Representing Busan, South Korea, BUFS returned to the global stage following a successful solo showcase in 2025, reinforcing its ambition to position the university not only as an academic institution but also as a practical innovation hub. At CES 2026, the university presented its distinctive University-Industry Collaboration (UIC) model, designed to connect local Korean enterprises with global markets through language expertise, AI model integration, and international business strategy.
BUFS Brings AI Technology and University Innovation at CES 2026
Located at the Venetian Expo, the BUFS booth functioned as more than a traditional exhibition space. Instead, it operated as a live demonstration of how an academic institution can actively support business expansion using applied AI technology, multilingual communication, and field-oriented learning.
The Busan University of Foreign Studies leveraged its strengths in foreign languages, artificial intelligence, international trade, and global business capabilities to help participating companies navigate international opportunities. This approach reflects the university's philosophy of focusing on problem-finding, self-learning, and collaboration between global and local communities.
By presenting real-world AI applications alongside practical consulting support, BUFS showcased how its students and faculty transform research and education into measurable business outcomes. The model highlights how universities can move beyond classrooms to become catalysts for regional innovation and global competitiveness.
Global Reach Through Localized Korean Partnerships
A key feature of the BUFS's presence at CES Las Vegas was its partnership with several Busan-based South Korean companies. The booth served as a collaboration platform for firms including Donghwa Entec, A-Mi Global (DR. MED), Health Pharmaceuticals, i-SMR, and K-Lab.
Rather than simply promoting products, the university enabled active engagement between these companies and international stakeholders. BUFS students provided on-site support that included technology demonstrations, consultations with global buyers, and assistance in identifying overseas partnerships. They also contributed to strategic market entry planning and export discussions, giving participating businesses immediate access to multilingual and cross-cultural expertise.
This hands-on approach illustrated the practical benefits of the UIC framework, where academic knowledge directly supports industry growth. One of the most notable developments was the anticipated long-term collaboration with Donghwa Entec, expected to include joint global marketing initiatives, export strategies, specialized talent placement, and continued field-based university-industry projects.
By combining local Korean innovation with global exposure, BUFS demonstrated how a regional university from South Korea can effectively globalize its ecosystem while strengthening Busan's economic presence on the world stage.
Leadership Vision: Globalizing the RISE program
BUFS leadership emphasized that participation in CES 2026 goes beyond exhibition goals. It represented a broader strategy to scale Korea's regional innovations initiatives internationally.
"The core purpose of our participation in CES 2026 is to validate and globalize the regional industry-academia cooperation model we established through South Korea's RISE (Regional Innovation System & Education) program," said the president of BUFS, DR. Soon Heung Chang.
He added that, building on the previous year's success, the universityis strengthening its support for local companies' overseas expansion while giving students meaningful global field experience. According to DR. Chang, this model creates mutual value (boosting regional industry while enhancing university competitiveness) and serves as a benchmark for sustainable University-Industry Collaboration.
About Busan University of Foreign Studies (BUFS)
The university was established in 1981 in Busan. It is a private Korean university dedicated to cultivating globally competitive talent. Known for its specialization in foreign languages, AI model development, and international business, BUFS emphasizes practical, field-oriented education that prepares students for the realities of the global market.
Through innovative academic programs and strategic partnerships, the university continues to connect local enterprises with worldwide opportunities, positioning itself as a bridge between education, AI-driven innovation, and global business expansion.
As CES 2026 concludes, BUFS's participation underscores a growing trend: universities are no longer just centers of learning; they are merging as active players in technology, entrepreneurship, and international growth. For BUFS and the city of Busan, the event marks another step toward building a truly globalized, innovation-led future.
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