Chinese television brands are projected to account for about 60% of Japan’s domestic TV market, Nikkei reported.
Data from BCN Research showed that in 2025 REGZA ranked first by share, while Hisense and TCL together already held around 50% of the market. The share could rise to 60% if Sony’s TV brand shifts to a joint venture led by TCL, according to the report.
Price gaps remain wide between Chinese and Japanese brands. A 43-inch 4K LCD TV from TCL sells for around 50,000 yen (about $320 at recent exchange rates), compared with about 100,000 yen (about $640) for a Sony model. Japanese manufacturers rely on external suppliers for key components such as LCD panels. [Nikkei, in Chinese]