LAS VEGAS -- A Disney-like amusement park came to life at the Las Vegas Convention Center for the CES 2024, the world's largest annual tech show, which kicked off in Las Vegas on Tuesday.

“SK Wonderland,” the name of SK Group’s pavilion, resembled a fairy-tale theme park, greeting visitors with a series of unique and colorful attractions operated by the energy-to-telecom conglomerate’s advanced technologies.

In collaboration with SK’s seven affiliates, including SK Inc., SK Innovation, SK hynix, SK Telecom, and SK E&S, the showroom offered a glimpse into the group’s commitment to reaching its goal of a “net-zero world" via carbon reduction technologies and AI-powered products.

“SK Wonderland,” the largest exhibition booth at the tech show, was divided into five sections. Upon entry to the 1,850-square-meter site, SK provided eco-friendly tickets made from biodegradable Limex, which is made from its high-strength biodegradable PBAT that decomposes more quickly.

Kim Dong-hyun, vice president and head of SK USA, who was in charge of planning the SK showroom, said, "We wanted to introduce SK’s innovative technologies and solutions that can be incorporated into everyday life through a happy and enjoyable experience, in an easy and familiar way through the concept of a theme park."

A spherical LED screen with a diameter of 6 meters, reminiscent of the Sphere, a landmark in Las Vegas, took the center of the SK showroom and welcomed visitors by displaying a video clip about the kind of future that the conglomerate is pursuing -- a happy life in a clean, carbon-neutral world.

The most thrilling part of the showroom was the “Magic Carpet” zone, where visitors could experience carbon-free future urban air mobility. After up to four people boarded the ride, it rose up to 2 meters into the air and moved according to the video monitor in front, like an aircraft.

Some people onboard even screamed when the ride embarked on sharp curves and steep descents. A 42-year-old, who identified himself as Johnson said, “I felt a little dizzy after riding it but I was surprised that it felt more real than I thought.”

The “Train Adventure” was the No. 1 pick of the SK US chief.

The renewable energy-powered train offered insights into SK’s hydrogen ecosystem during the 15-minute ride. The five-meter-long train moved along the 15-meter rail and headed to a media tunnel, where it introduced the group’s clean energy project efforts, including carbon capture, utilization and storage.

The “AI Fortune Teller” zone was another popular space among visitors. Run by the world’s No. 2 memory chipmaker SK hynix’s high-bandwidth memory products, it read fortunes and drew cards with characters of users’ faces.

The “Dancing Car” zone showcased advanced electric vehicle battery solutions from SK On, the group’s EV battery-making arm, as it flipped and rotated following a five-minute film. It introduced how powerful the companies’ EV technologies are, including the story of an internal combustion engine car winning a race after transforming into an SK-powered EV.

Various EV technologies, including EV batteries, high-speed chargers, and key materials used in manufacturing, such as cobalt-free and silicon anode materials for next-generation batteries that can reduce charging time significantly, were highlighted.

"I liked the 'Dancing Car' content because it helped me understand how SK On’s batteries and other SK companies are contributing to powering EVs,” said Megan Shirley from Utah. “The content made me interested in EVs."

“The battery is a core part of an EV that determines its performance and prices, and we wanted to highlight the fact that our technologies play a big role in terms of safety and convenience for drivers,” an SK On official said.

The final zone, the “Rainbow Tube” zone, showed colorful plastic waste being recycled. The zone showcased SK’s global recycling ecosystem efforts and offered visitors a chance to experience unique aspects of the waste recycling market.