It's one of America's biggest trade fairs -- the Consumer Electronics Show, now in its 50th year.
As one of the most high-profile vendors, Samsung Electronics unveiled its new Super Ultra QLED TV, featuring new metal Quantum Dot technology, which Samsung says enhances image quality.
"QLED is a truly different TV. But what does that mean for you? It means the perfect viewing experience; color, brightness, contrast and an incredible picture quality at virtually any viewing angle."
At a press conference, Samsung also unveiled its smart hub system, which connects various devices, and helps users keep up to date on the latest programs and movies.
Its Korean rival LG Eletronics also showed off its latest SUHD TV lineup with nano cell display technology which is known to help reduce screen glow.
It also unveiled a new "picture-in-wall" TV that's less than three millimeters thick.
"What we are showing here at CES 2017 is what we call our W7, or nicknamed wallpaper, OLED TV. We nicknamed it wallpaper because it takes the OLED panel itself, strips everything else away, and is able to be mounted directly on the wall."
But of course, the Consumer Electronics Show is about more than just TVs.
The two leading Korean firms also showcased their latest smart home products, including washing machines, dryers and fridges.
Samsung Next, the tech giant's startup investment arm, also announced that it will create a 150 million U.S. dollar venture fund to finance new startups developing technologies like artificial intelligence, virtual reality and the Internet of Things.
"Connectivity" and "artificial intelligence" are some of the keywords for this year's expo, and visitors will be able to see the latest autonomous vehicles, virtual and augmented reality products and more from 38-hundred companies.
The show, which runs through Sunday in Las Vegas, is expected to draw more than 180-thousand visitors from around the world.
Kim Hyesung, Arirang News.