Chinese TV Brands Gain Dominance in Japan’s Market for the First Time

In 2024, Hisense subsidiary TVS Regza emerged as a dominant force in Japan's flat-screen TV market, capturing a 25% share. For the first time since data collection began in 2004, Chinese brands collectively secured over half of the market share in the country. This significant shift is highlighted by data from Tokyo-based research company BCN, reflecting a growing trend among younger Japanese consumers favoring affordable options.

The report indicates that more than 50% of flat-screen TVs sold in Japan last year were manufactured by Chinese companies. This marks a pivotal change in consumer preferences, as brands such as Hisense and TCL gain traction with their competitive pricing. The affordability of these brands appeals particularly to the younger demographic, who prioritize value for money.

Chinese companies have steadily increased their presence in Japan's flat-screen TV market. Hisense, through its subsidiary TVS Regza, has achieved a prominent position with a substantial 25% share. Meanwhile, TCL and other Chinese brands are gaining popularity, reinforcing the trend towards Chinese-made products.

The data from BCN underscores this notable shift in consumer behavior. Since 2004, Japanese consumers have shown a growing inclination towards Chinese brands, primarily driven by cost considerations. This change signifies a broader acceptance of Chinese technology products in a market traditionally dominated by domestic and other foreign brands.