<form>// [!code focus]
  <my-ce name="foo"></my-ce>// [!code focus]
</form>// [!code focus]
<script>
  class MyCe extends HTMLElement {
    static formAssociated = true
    constructor() {
      super()
      this._internals = this.attachInternals()
    }
    connectedCallback() {
      this._internals.setFormValue('Hello, World!')
    }
  }
  customElements.define('my-ce', MyCe)
</script>// [!code focus]

Done 🎉

Now whenever you post the form, foo (name) will have a value Hello, World!.