Sony Exhibits at CES® 2025

Sony Exhibits at CES® 2025

7 January 2025 - 18:34

written : رشاد اسكندراني

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Rasahd Iskandrni

 

To create a future filled with Kando together with creators:

Showcasing its innovative technologies and initiatives to maximize the value of content IP under the “Creative Entertainment Vision”

 


 

Dubai, United Arab Emirates - January 7, 2025 | Sony Group Corporation (“Sony”) will exhibit at CES® 2025, takingplace in Las Vegas, Nevadafrom Tuesday, Jan. 7 (PST), under the theme “Creative Entertainment Vision,” the long-term vision for where Sony wants to be in 10 years.

 

Hiroki Totoki, President, COO and CFO of Sony Group Corporation took the stage at Sony’s press conference held on Monday, Jan. 6. Together with a diverse array of speakers, he introduced a number of foundational initiatives leading towards Sony’s “Creative Entertainment Vision” including new solutions that enable creative freedom such as a new vehicle processing system, and the latest solutions for spatial content creation. In addition to introducing initiatives in the field of anime to expand the fan community, Sony also highlighted projects for turning game IP into visual works, co-creation with music artists, and new location-based entertainment experiences as measures to expand the world of game IP from multiple perspectives. Among them, the production of an anime series based on the game “Ghost of Tsushima: Legends,” the launch of a new manga app “Crunchyroll Manga,” and the release month for the drama series “The Last of Us” season 2 were announced.

Additionally, with guest speaker Roger Goodell, Commissioner of the US National Football League, Sony shared the latest developments in the evolution of sports entertainment. In addition, Sony Honda Mobility also unveiled its EV “AFEELA 1,” for which it will begin accepting orders from 2025, as an example of mobility innovation.

Totoki closed the press conference by emphasizing that Sony’s “Creative Entertainment Vision” involves creators, partners and Sony colleagues working together, to create infinite realities for everyone that will spark imaginations and generate a boundless sense of Kando.

 

Sony’s press conference at CES® 2025 can be viewed on its official YouTube channel:

URL: https://www.youtube.com/watch?v=IV95SMpTW-M

 

 

 

 

  • Press Conference speakers (In order of appearance)

・Hiroki Totoki (President, COO and CFO, Sony Group Corporation)

・Neal Manowitz (President and COO, Sony Electronics Inc.)

・Roger Goodell(Commissioner, National Football League)

・Yasuhide Mizuno (Representative Director, Chairperson and CEO, Sony Honda Mobility Inc.)

・Jonny Slow (CEO, Pixomondo)

・Thaisa Yamamura (Head of XR Business Development, Sony Electronics Inc.)

・Atsuhiro Iwakami (President, Aniplex Inc.)

・Rahul Purini (President, Crunchyroll)

・Ravi Ahuja (President and CEO, Sony Pictures Entertainment)

・Asad Qizilbash (Head of PlayStation Productions)

・Ashley Brucks (President, Screen Gems)

・Neil Druckmann (Studio Head and Head of Creative, Naughty Dog)

 

Booth Overview

Dates: Tuesday, Jan. 7 to Friday, Jan. 10, 2025 

Venue: Las Vegas Convention Center, Booth # 20800

 

 

 

Main Exhibits

Based on its “Creative Entertainment Vision,” the long-term vision for where Sony wants to be in 10 years, the exhibition will focus on the latest technologies and initiatives to unleash the creativity of creators and maximize the value of IP. The booth is structured around the three phases of Sony’s Creative Entertainment Vision: “Creativity Unleashed,” “Boundaries Transcended,” and “Narratives Everywhere.” It also features an artistic expression of the future of creation Sony envisions, in which content is born and expanded through co-creation between creators.

 

 

  • New Vehicle Processing System that Utilizes Virtual Production: “PXO AKIRA”

This exhibit introduces “PXO AKIRA” for the first time, a new cutting-edge system that transforms the traditional method of shooting vehicles, by enhancing safety, reducing costs, and maximizing creative freedom. PXO AKIRA combines an advanced robotic camera crane with a custom-built motion platform, LED volume technology and an integrated digital twin tool to deliver an all-in-one solution for filming vehicles using Virtual Production in any setting. Additionally, the exhibit will showcase a 3D reconstruction tool that perfectly complements PXO AKIRA, offering the capability to capture real-world environments and transform them into immersive, 3D digital backgrounds.

 

  • “XYN™” Integrated Software and Hardware Solution Designed to Support the Creation of Spatial Content 

Sony Corporation announced today the launch of “XYN™,” an integrated software and hardware solution designed to support the creation of spatial content. Leveraging unique technologies in imaging, sensing, and display, “XYN” employs proprietary algorithms to accurately capture and reproduce objects, human motion, and backgrounds in real-world spaces, enabling efficient reproduction in a 3D Computer Graphics (CG) production environment and facilitating the construction of flexible workflows. Attendees can experience products and solutions currently under development at the booth.

*For further details, please refer to Sony Corporation’s press release and the concept video.

Press release: https://www.sony.net/corporate/information/news/202501/25-001E/ 

Concept video: https://youtu.be/WPBmlGIiAOE  

 

  • LEGO® Horizon Adventures™ Brings the Music of mxmtoon Alive

LEGO® Horizon Adventures™ is a playful and light-hearted story inspired by the world of Horizon and made fully out of LEGO elements. Its theme song, written and produced by mxmtoon, further extends the Horizon franchise in an innovative way, whereby a teaser of the music video will be released at CES®. The video leverage assets produced for the game by using Epic Games' Unreal Engine to expand the game into animated content.

This project is an amazing collaboration with mxmtoon’s music that crossed the creativity of multiple teams, including Guerrilla, The LEGO Group, Pixomondo, and Sony. At the booth, visitors will be able to play the game and get a sneak peek of the music video, as well as to watch the behind-the-scenes that highlights the creative and production process. 

 

  • Experience based on the theme “Demon Slayer: Kimetsu no Yaiba Infinity Castle”

Aniplex Inc. is a comprehensive entertainment company with a wide range of businesses operating worldwide, including the planning and production of video and music works, primarily in the area of animation; game planning and development; theatrical production and distribution; and the planning, production and sales of merchandise. 

At the booth, visitors can engage in experiences the themed around the anime series Demon Slayer: Kimetsu no Yaiba, which is based on the manga by Koyoharu Gotoge published under SHUEISHA's JUMP COMICS, and has over 150 million copies in publication. The animation production is by ufotable. The exhibit will include a photo booth that recreates the poster for the movie Demon Slayer: Kimetsu no Yaiba Infinity Castle, the first in a trilogy of films that will be released in theaters worldwide in 2025.

 

  • Immersive Location-based Entertainment Concept based on “The Last of Us”

Sony is exploring ways to expand the value of content IP by developing a proof-of-concept for location-based entertainment with various technologies such as video, audio, and haptics to provide creators with new avenues for expression. At the booth, this future immersive entertainment concept features the suspenseful action-adventure game “The Last of Us” with high-definition video, 3D sound and olfactory technologies.

 

 

 

The exhibition is also being presented on the online platform "Sony Square."

URL: https://square.sony.com/ces2025/ 

 

Images from Sony at CESⓇ 2025 can be downloaded here.

 

For details of the announcement regarding “AFEELA 1,” please visit the Sony Honda Mobility website: https://www.shm-afeela.com/en/ 

 

 

 

###

 

About Sony Middle East and Africa

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 353 accredited third-party service centres reinforce Sony’s presence in key markets in the region.

 

About Sony Corporation

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business. With the mission to “create the future of entertainment through the power of technology together with creators,” we aim to continue to deliver Kando* to people around the world. For more information, visit: http://www.sony.net/

 

*Kando is a Japanese word that roughly translates to the sense of awe and emotion you feel when experiencing something beautiful and amazing for the first time.

 

For media inquiries, please contact:

 

Sony Middle East and Africa FZE
Ria Tharakan

Email: Ria.Tharakan@sony.com

 

BPG Group

Tanya Chaudhary

Email: tanya.chaudhary@bpggroup.com

 

 

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Rashad Iskandrni

 

 

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The Key Art of player 456 (Lee Jung-jae) and Front Man (Lee Byung-hun) was also released a day before the trailer. 

 

Logline:

The third and final season of Squid Game follows Gi-hun (Lee Jung-jae) after losing his best friend in the game and being driven to utter despair by The Front Man (Lee Byung-hun), who was hiding his true identity to infiltrate the game. Gi-hun persists with his goal to put an end to the game, while the Front Man continues onto his next move and the surviving players' choices will lead to graver consequences with each round. The world eagerly awaits to see the grand finale written and directed by Director Hwang Dong-hyuk, who has vowed to bring the epic story to its deserved closure. Can we hope for humanity in the cruelest of realities? Fans all over the world are counting the days until the final answer is revealed.

 

 

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WRITER/DIRECTOR: Hwang Dong-hyuk

EXECUTIVE PRODUCER: Kim Ji-yeon, Hwang Dong-hyuk

PRODUCED BY: Firstman Studio

 

KEY CAST: Lee Jung-jae, Lee Byung-hun, Yim Si-wan, Kang Ha-neul, Wi Ha-jun, Park Gyu-young, Lee Jin-uk, Park Sung-hoon, Yang Dong-geun, Kang Ae-sim, Lee David, Choi Seung-hyun, Roh Jae-won, Jo, Yu-ri, Won Ji-an, Lee Seo-hwan, with Gong Yoo

 

 

About Netflix:

Netflix is one of the world's leading entertainment services, with over 300 million paid memberships in over 190 countries enjoying TV series, films, and games across a wide variety of genres and languages. Members can play, pause and resume watching, as much as they want, anytime, anywhere, and can change their plans at any time.

 

Watch the legacy trailer لعبة الحبّار: موسم 3 | مقدمة الألعاب الختامية | Netflix

 

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Egyptian, Chinese music shine at NMEC concert

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The National Museum of Egyptian Civilisation (NMEC) was filled with a vibrant atmosphere of joy and unity as Egyptian and Chinese musicians graced the stage for a special concert entitled “Conversation and Connection: Music Connects the World.”

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Dr. Eltaysb Abbas, CEO of the museum, spoke about the profound ties between Egypt and China, two ancient civilisations with histories stretching back millennia.

“Music is one of the most essential threads in the fabric of any civilisation,” he said.



“Through music, we express both joy and sorrow, and it plays a vital role in our traditions, rituals, and day-to-day life. Across time, music has been a key channel for human connection, weaving us together even when separated by geography or language.”

Dr. Abbas also emphasised the museum’s commitment to celebrating not just the physical artifacts of Egypt’s grand past, but the intangible cultural treasures that continue to bring people together, including music.

 “It’s every person’s right, no matter where they are, to connect through the universal language of music,” he added, highlighting the museum’s aim to foster understanding and friendship among all civilisations.



Echoing these sentiments, the Chinese Ambassador to Egypt, Liao Liqiang, lauded both nations as proud standard-bearers of civilisation, praising their mutual respect and commitment to appreciating the world’s rich tapestry of cultures.

He mentioned Chinese President Xi Jinping’s “Global Civilisation Initiative,” a call to strengthen dialogue and learning between cultures, a vision that has found a strong partner in President Abdel Fattah El-Sisi, who recently affirmed that “human civilizations are meant to complement and benefit each other, not to create conflict or war.”

 

The Ambassador also pointed to the significant role Egypt played in supporting the creation of the International Day for Dialogue among Civilisations, as well as regional cooperation through the China-Arab Centre for the Global Civilisation Initiative, in partnership with the Arab League. These joint efforts, he said, showcase the promise of collaboration in building global peace and understanding.

The evening’s performances swept the audience into a world of sound, with Egyptian and Chinese musicians enchanting listeners with both traditional melodies and modern arrangements, a reflection of how music continues to evolve and bring new generations together, blending the richness of the past with the vibrancy of the present.

On the sidelines of the event, representatives from the Chinese Culture Centre warmly showcased a variety of their activities and products, inviting guests to learn more about Chinese traditions. Adding to the vibrant atmosphere, an Egyptian tannoura performance also took place and was met with enthusiastic praise from the attendees, who were captivated by its colourful display and lively rhythms. Both highlights beautifully reflected the evening’s spirit of cultural exchange and shared appreciation.

-End-

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Your Smartphone Camera Now Gets What You’re Looking At — and Responds

Rashad Iskandrni

 

Riyadh, Saudi Arabia – June 11, 2025 - Today’s mobile imaging goes beyond just a high-quality lens or advanced sensor — it demands seamless integration of hardware, software and AI. That’s why Samsung Electronics approaches camera innovation as a holistic system, where each advancement is supported by tightly integrated technologies. This unified vision allows Galaxy devices to continuously redefine mobile photography, empowering users to capture, create and communicate more meaningfully.

 

As AI evolves from text-based prompts to multimodal understanding, Galaxy devices are becoming smarter — able to get what you’re looking at and respond to situations. The camera is at the heart of this transformation. More than just a tool for capturing images, coupled with enhanced AI-powered features, the Galaxy camera is now part of the intuitive interface that turns what users see into understanding and action.

 

When paired with the flexible, expansive screen of a foldable, this experience becomes even more powerful, dynamic and immersive. Because innovation means nothing without trust, privacy is built into every layer helping to ensure that data is protected at all times.

 

Stay tuned. The camera will only get smarter — helping users capture lifes moments more vividly and make everyday experiences more seamless, personal and impactful.

 

The Ultra experience is ready to unfold.

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flynas Celebrates Launching Direct Flights Between Jeddah and Damascus • As the 2nd route that connects Syria to Saudi Arabia.

Rashad Iskandrni


 flynas, the leading low-cost airline in the world and the best LCC in the Middle East, celebrated launching direct flights Between Jeddah and Damascus on Thursday, June 12, following the launch of Riyadh to the Syrian capital last week, becoming the first Saudi airline to connect the two countries in 12 years, further expanding its network in line with flynas growth and expansion plan, launched under the title "We Connect the World to the Kingdom," in parallel with the objectives of the National Civil Aviation Strategy to enable national air carriers to contribute to connecting KSA with 250 International destinations and to accommodate 330 million passengers and to host 150 million tourists yearly by 2030 and the objectives of the Pilgrims Experience Program (PEP) to facilitate access to the Two Holy Mosques.

An inaugural ceremony was held at King Abdulaziz International Airport in Jeddah on Thursday, June 12, attended by representatives from flynas and the Jeddah Airports Company, which manages and operates KAIA. Travelling guests on the departing inaugural flight to Damascus were welcomed with giveaways.


Resuming flights to the Syrian capital confirms flynas' commitment to strengthening air connectivity between the two brotherly nations, as the leading LCC has been a pioneer in providing air routes between the Kingdom and various Syrian cities. flynas previously operated direct flights from Riyadh and Jeddah to Damascus, Aleppo, and Latakia. 

flynas operates 139 routes to more than 70 domestic and international destinations in 30 countries with more than 2000 weekly flights and has flown more than 80 million passengers since its launch in 2007, with the aim to reach 165 domestic and international destinations within its growth and expansion plan, and in line with the objectives of Vision 2030.

Passengers traveling with flynas can book their flights through all flynas booking channels: www.flynas.com, the flynas app, the call centre (920001234), or travel agents.

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Majid Al Futtaim and Huawei Redefine On-the-Go Shopping with Carrefour Smartwatch App

Rashad Iskandrni

 

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William Hu, Managing Director of Huawei Consumer Business Group for Middle East and Africa Eco-Development and Operation, added: “As a global technology leader, Huawei is committed to expanding the capabilities of its ecosystem. By integrating Carrefour’s services into our HarmonyOS-powered wearables, we’re offering users across the region, smarter, more seamless daily experiences.”

The Carrefour Smartwatch App is now available on the HUAWEI WATCH 5 and will soon roll out to other Huawei smartwatch variants, including the WATCH GT 5 and WATCH GT 4, ensuring wider reach across the region.

- ENDS -

 

Note to the Editor: The legal name of this company is “Majid Al Futtaim” and should not be shortened or replaced by an acronym to avoid confusion with another business entity.

 

Disclaimer: All facts and figures in this release are accurate at the time of issuance.

 

About Majid Al Futtaim Retail:

 

Founded in 1992, Majid Al Futtaim is an Emirati-owned, diversified lifestyle conglomerate operating shopping malls, communities, retail and leisure outlets, across the Middle East, Africa and Asia. The Group employs 43,000 people, with owned assets valued at US$19 billion, and has the highest credit rating (BBB) among privately held corporates in the region.

 

Majid Al Futtaim Retail holds the exclusive rights to operate Carrefour across 12 markets in the Middle East, Africa, and Asia, with a network of over 390 stores. It is also the owner and operator of HyperMax, a new grocery retail brand with 44 locations in Jordan and Oman. Additionally, the Group operates Supeco, its latest grocery retail concept—a low-cost hybrid model that combines a traditional supermarket with a wholesale warehouse—across 15 locations in Egypt, and Myli, the Group’s health and beauty brand, operating in 12 stores across Asia and North Africa.

 

To meet the growing needs of its diverse customer base and communities, Majid Al Futtaim Retail offers omnichannel customer experiences tailored to the needs of the modern consumer. Through its innovative physical and digital customer services, Majid Al Futtaim Retail provides access to an unrivalled choice of quality products, at unbeatable value for over 700,000 customers it serves daily.

 

Aligning with the Group’s commitment to support local economies, local producers and suppliers, Majid Al Futtaim Retail resources over 80 percent of its products from the region.

 

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About HUAWEI AppGallery - Top 3 App Marketplaces Globally

 

AppGallery is HUAWEI's official app distribution platform and it is a smart and innovative ecosystem that allows developers to create unique experiences for consumers. HUAWEI’s unique HMS Core allows apps to be integrated across different devices, delivering more convenience and a smoother experience.

 

HUAWEI’s vision is to make AppGallery an open, innovative app distribution platform that is accessible to consumers, and at the same time, strictly protects users’ privacy and security while providing them with a unique and smart experience. Being among the top 3 global app marketplaces, AppGallery offers a wide variety of global and local apps across 18 categories, including navigation & transport, news, social media, and others. AppGallery is available in more than 170 countries and regions with over 580 million monthly active users. HUAWEI has partnered with 6 million registered developers across the globe.

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Rashad iskandrni

 

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Set within the heart of Riyadh’s Diplomatic Quarter, The Lighthouse Riyadh brings the brand’s signature blend of culinary innovation, thoughtful design, and community-driven spirit to the Kingdom. The venue features a harmonious mix of indoor and al fresco spaces, designed to welcome guests from early morning breakfasts to lively evening gatherings.



Mediterranean with a Twist

The menu at The Lighthouse Riyadh is a celebration of the Mediterranean, with a focus on Eastern Mediterranean flavors. It’s a menu designed for lingering conversations and shared enjoyment, inviting guests to settle in and stay a little longer.

While mornings might begin with their Muhammarrah Eggs or a bowl of Greek Yogurt and Homemade Granoala, the all-day offering deftly transitions from day to night as the hours progress.

Guests can enjoy signature dishes such as the Truffle Rigatoni or Harissa Crusted Seabass, alongside vibrant mezze like small plates such as their Lentil Salad with pickled vegetables, Short Rib Katayefs and Chicken Musakhan Rolls. The selection of salads, sandwiches, pizzas and dessert ensures there's something for everyone, at any time.

Coffee & Mocktails

The Lighthouse Riyadh embraces coffee culture with a carefully selected range of specialty coffees that complements the dining experience, offering a caffeine-fueled journey from morning to night.

Guests can savor single-origin pour-overs, expertly prepared espresso drinks, and signature brews such as the Pistachio Frappé, the Brûléed Cappuccino or even enjoy a zero-proof Espresso Martini.

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Design: Where Heritage Meets Modern Sophistication

The Lighthouse Riyadh’s interiors, designed by the renowned  London-based firm Archer Humphryes Architects with a celebrated portfolio that includes cultural hot spot Koko in Camden, the Chiltern Firehouse, and the Peninsula London, are a striking fusion of cultural heritage and modern sophistication. Drawing inspiration from the surrounding environment in DQ the design achieves a balance between timelessness and contemporary flair. The space is anchored by natural materials such as wood and lava stone, which, together with a remarkably intricate ceiling design and open kitchen layout, create a warm, inviting atmosphere grounded in craftsmanship and sustainability.

Every detail has been meticulously considered: furniture and lighting selections from Gubi, Another Country, Flos, and Serax bring elegant simplicity and sculptural presence, while a thoughtfully curated color palette adds subtle personality and depth. The environment is further enriched by original artworks from Riyadh-based multidisciplinary artist Nasser Al Mulhim, whose vibrant pieces, blending geometric and organic forms, reflect the artist’s exploration of spirituality and the human psyche.

The result is a sophisticated yet approachable setting where heritage and innovation coexist seamlessly. The design encourages guests to linger, discover, and connect, making The Lighthouse Riyadh not just a dining destination, but a cultural hub where every detail enhances the overall experience.



Community-Driven Cultural Programming

True to its roots, The Lighthouse Riyadh will host a dynamic calendar of community activations, from weekend brunches and live podcasting to evening DJ sets, transforming the venue into a social and cultural hub for the Diplomatic Quarter. This approach reflects the brand’s enduring commitment to fostering connection, creativity, and collaboration within every community it serves.

END

About The Lighthouse

Established in 2017 in Dubai Design District, The Lighthouse has become a cornerstone of the UAE’s dining scene, renowned for its unique blend of casual yet refined dining. Attracting a diverse audience from the arts and culture sectors, The Lighthouse is recognized for its Mediterranean-inspired menu and relaxed, sophisticated service style.

Rooted in the spirit of Virginia Woolf and the Bloomsbury Set, The Lighthouse embodies a philosophy centered on engaging conversations and freshly prepared meals shared among friends. This ethos is reflected in every aspect of the brand, from its thoughtfully curated retail offerings to its role as a cultural hub, hosting events and a podcast that fosters collaboration and creativity.

The Lighthouse’s reach has expanded to several licensed locations under the name 'The Lighthouse Restaurant & Bar,' including Dubai Design District, Yas Bay Waterfront in Abu Dhabi, Dubai Hills, and most recently, Riyadh. Guests can enjoy a refined setting with a carefully curated selection of mocktails, cocktails, and beers. Additionally, The Lighthouse’s Catering and Events Management teams provide tailored services, ensuring each event reflects The Lighthouse’s commitment to quality and creativity.

The Lighthouse is more than just a dining destination; it is a space where food, design, and community come together, making it a distinctive venue in the region.

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