Hisense: Which Country? Exploring the Global Chinese Brand

Oct 13, 2026

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The brand “Hisense” is almost invariably seen in the consumer electronics store sections for TVs, refrigerators, and other home appliances.

Many of you might have questions like, “Which country is Hisense from?”, “It’s affordable and well-designed, but is the quality reliable?”, and “Is it true that it has a connection to Toshiba TVs?”

This article will introduce Hisense, from its headquarters location and company history, to its overwhelming global market share, and its relationship with “TVS REGZA (formerly Toshiba Visual Solutions).”

Author of this article: "Mr. Gadget"

Studied under Masatoshi Ono, a million-selling singer who has performed at Kohaku Uta Gassen
Experience supervising for Ameba Choice and the web media Picky's
Individual member of the Word of Mouth Marketing Association

Nice to meet you!

What you’ll learn in this article!

Which country Hisense is from
Its overwhelming scale as the world’s 2nd largest in TV shipments
Its journey from founding to becoming a global home appliance brand
The acquisition of Toshiba’s TV business (TVS REGZA) and the relationship between the two companies
Features of Hisense’s main products
Achievements as a global sports sponsor
Who should choose Hisense products and recommended usage

TOC

Conclusion: Hisense is a Chinese company

Hisense (海信集団) is a global comprehensive home appliance manufacturer headquartered in Qingdao, Shandong Province, China.

It primarily manufactures and sells white goods and brown goods such as TVs, refrigerators, air conditioners, and washing machines, operating in over 160 countries. It is a giant corporation that ranks 2nd in the world in TV shipments in 2024 (according to research firm Omdia; note that Counterpoint Research’s tally places TCL at 2nd, so rankings vary by research firm) and is a top player in the global refrigerator market share.

Ms. Gadget

I’ve been seeing Hisense TVs a lot lately, but which country is the manufacturer from?

Mr. Gadget

Hisense is a Chinese manufacturer. Its headquarters are in Qingdao, and it is one of the world’s leading comprehensive home appliance brands, with approximately 100,000 employees across the entire group.

Below is Hisense’s basic information.

Item	Content
Official Name	Hisense Group Co., Ltd.
Established	September 1969
Headquarters Location	Hisense Tower, No. 17 Donghai West Road, Shinan District, Qingdao City, Shandong Province, China
Japanese Subsidiary	Hisense Japan Co., Ltd. (established November 2010)
Group Employees	Approx. 100,000 or more (consolidated group)
Hisense Home Appliances (Appliance Subsidiary) Revenue	Approx. 92.7 billion RMB (2024 Annual Report, Hisense Home Appliances official value. Group’s total revenue is not disclosed)
Global Business Expansion	Over 160 countries/regions
Main Products	TVs, refrigerators, air conditioners, washing machines, smartphones, medical equipment, etc.
Related Companies in Japan	TVS REGZA Corporation, Sanden Corporation, etc.

Ms. Gadget

Operating in over 160 countries and with 100,000 employees…! It’s a much larger company than I imagined.

Mr. Gadget

Yes. While it may have a strong image as a TV manufacturer in Japan, globally, it is literally a global enterprise competing for top market share in white goods like refrigerators and air conditioners.

Hisense Company Profile and Global Market Share

Hisense is not merely an “affordable home appliance manufacturer.” Here, we will examine its overwhelming share in the global market and its main product lineup.

Hisense’s greatest strength is its overwhelming global market share in the home appliance market, particularly TVs.

According to data from the British research firm “Omdia,” Hisense’s TV shipments in 2024 totaled approximately 29.14 million units, securing about 14% of the global market share and ranking it as the 2nd largest in the world (Omdia research; 3 consecutive years since 2022). Particularly in the “Ultra-Large TV” segment, exceeding 100 inches, it holds a market share of approximately 58.8%, making it No. 1 globally (Omdia, 2024 report).

In addition to TVs, Hisense is also very strong in white goods. It has secured the No. 1 share in refrigerators in the Middle East and Africa region (Euromonitor research) and holds a position among the top three in the Chinese domestic market, alongside Haier and Midea.

Ms. Gadget

It’s amazing that they’re 2nd in the world for TVs! And it’s surprising that they hold over half of the global market share for TVs 100 inches or larger.

Mr. Gadget

That’s right. They are a world leader in areas such as ultra-large displays and laser TVs, which will be discussed later. This is proof that they have the technological capability to compete not only in the affordable segment but also robustly in the premium market.

Main Product Lineup

Hisense operates a wide range of businesses, from home appliances for general households to equipment for businesses. In Japan, the following product categories are primarily sold:

TVs (Brown Goods)

UX / U8 / U7 series, etc.: Premium to mid-range LCD TVs featuring Hisense’s proprietary high-picture-quality technology “ULED,” Mini LED backlighting, and Quantum Dot technology.
A series, etc.: Standard 4K LCD models with excellent cost performance. Popular for single-person households and as gaming displays.
Laser TV: A TV product that can be considered an evolution of projectors, capable of projecting a 100-inch class large screen simply by placing it directly in front of a wall.

Refrigerators/Washing Machines (White Goods)

Large/Medium Refrigerators: Stylish models with high design quality and glass doors, as well as large-capacity models.
Fully Automatic Washing Machines: A wide range of models, from compact ones for single-person households to quiet models equipped with inverters.
Air Conditioners: Including spot air conditioners for the Japanese market and the latest energy-saving air conditioning systems for overseas markets.

Ms. Gadget

I often see not only TVs but also refrigerators and washing machines in Japanese electronics stores. The designs are simple and stylish, aren’t they?

Mr. Gadget

A key feature is their size, adapted to Japanese living environments, and minimalist designs that blend with any interior. In terms of functionality, they offer more than sufficient specifications and are highly supported by younger generations due to their excellent cost performance.

Hisense’s History and Reliability

We will examine the history and reliability of Hisense, from its beginnings as a small factory in China to becoming a sponsor of global sports events and acquiring Japanese TV manufacturers.

From Qingdao TV Factory to Global Enterprise: History

Hisense’s history spans over half a century. We have organized its progress chronologically.

1969: “Qingdao No. 2 Radio Factory,” the predecessor of Hisense, is established. Initially manufactured radios and other products.
1970s: Begins manufacturing CRT TVs early in Shandong Province. Produces its first color TV (model CJD18) in 1978.
1990s: Changes its company name to “Hisense” and strengthens its corporate group structure.
1997: “Hisense Electric” is listed on the Shanghai Stock Exchange.
2007: Starts operation of its self-developed Liquid Crystal Module (LCM) production line. This is the first initiative of its kind in China’s color TV industry, achieving independence from foreign companies.
2010: Establishes its Japanese subsidiary, “Hisense Japan Co., Ltd.,” and formally enters the Japanese market.
2015: Acquires Sharp’s North American TV business (including Mexican factory and brand usage rights).
2017: Announces a global sponsorship agreement with FIFA.
November 2017: Announces the acquisition of “Toshiba Visual Solutions,” Toshiba’s TV business.
2018: Acquires “Gorenje,” a long-established European home appliance manufacturer, and formally enters the European white goods market.
2021: Acquires “Sanden,” a Japanese company specializing in automotive air conditioners and other products.
Present: Continues to make great strides as a world-leading home appliance brand, including serving as an official sponsor for the FIFA World Cup 2026.

Ms. Gadget

So, they’ve been expanding at an incredible pace, acquiring Sharp’s North American factory and Toshiba’s TV business.

Mr. Gadget

Exactly. Behind Hisense’s growth are aggressive global M&A (mergers and acquisitions) and generous investments in research and development. They are not just manufacturing copycat products; they are continuously absorbing technology from around the world to refine their own products.

Expansion in the Japanese Market: Relationship with TVS REGZA

What Japanese consumers are most curious about is likely the relationship with Toshiba’s TV brand “REGZA.”

In November 2017, Toshiba decided to transfer 95% of the shares in its wholly-owned TV business subsidiary, “Toshiba Visual Solutions,” to Hisense, and the business transfer was completed in February 2018. Subsequently, Toshiba Visual Solutions changed its company name to “TVS REGZA Corporation” (Toshiba still holds 5% of the shares).

As a result, Japan’s proud masterpiece “REGZA” is now developed as a brand under the Hisense Group.

Following this acquisition, some of Hisense’s higher-end TV models are equipped with high-picture-quality engines (such as the NEO Engine) co-developed with TVS REGZA. Product development is advancing, combining “Japan’s advanced video processing technology” with “Hisense’s overwhelming material procurement capabilities and mass production system,” earning them a reputation for picture quality that surpasses their class in many manufacturer comparison reviews.

Ms. Gadget

I see! So, the reason Hisense TVs are said to have good picture quality is because they incorporate REGZA’s technology.

Mr. Gadget

Exactly. Hisense has absorbed TVS REGZA’s video technology, and conversely, TVS REGZA can utilize Hisense’s powerful manufacturing base, creating a very strong synergy.

Sponsorship Achievements for Global Sports Events

What clearly demonstrates Hisense’s brand power and reliability is its massive sponsorship of global sports.

Since signing an official sponsorship agreement with FIFA (Fédération Internationale de Football Association) in 2017, Hisense has served as a sponsor for the world’s largest sports events, including the following:

2018 FIFA World Cup Russia (Official TV Provider)
2022 FIFA World Cup Qatar
UEFA EURO 2016, 2020, 2024 (Official partner for 3 consecutive tournaments. In 2024, also certified as the official screen provider for the VAR system)
2025 FIFA Club World Cup (First official partner)
2026 FIFA World Cup (Co-hosted by 3 North American countries, official sponsor already confirmed)

Sponsorships for global sports tournaments require not only immense financial power but also strict scrutiny of a company’s credibility and brand robustness. The fact that Hisense has continuously partnered with FIFA and UEFA proves that the company is no longer just an “emerging budget brand” but a trusted, first-class global enterprise.

Summary: Is Hisense Reliable?

Hisense is a truly global comprehensive home appliance manufacturer headquartered in China and operating in over 160 countries worldwide.

In addition to its overwhelming achievement of being the world’s 2nd largest in TV market share, by bringing TVS REGZA (formerly Toshiba Visual Solutions) under its umbrella, Hisense has steadily incorporated Japan’s rigorous quality standards and video technology into its products. Furthermore, the fact that it has continuously served as an official sponsor for multiple FIFA World Cups leaves no doubt about its financial strength and high level of corporate trustworthiness.

Hisense is particularly recommended for those who:

Are looking for a large-screen, high-picture-quality TV with excellent cost performance.
Want to experience the video processing technology inherited from Toshiba’s “REGZA” at a more affordable price.
Want to unify their interior with refrigerators and washing machines featuring simple and beautiful designs.
Are starting a new life or living alone and want to wisely keep initial costs down while acquiring home appliances with solid basic performance.

Key points of this article!

Hisense is a global comprehensive home appliance manufacturer headquartered in Qingdao, China.
TV shipments are 2nd in the world, with approximately 58.8% global market share for ultra-large TVs over 100 inches.
Owns Toshiba’s TV business (TVS REGZA) and incorporates Japanese-quality video technology into its products.
Continues to be an official sponsor for the world’s largest sports events, such as the FIFA World Cup and UEFA EURO.
A trusted brand with high technological capabilities and overwhelming cost performance, operating in over 160 countries worldwide.

If you’re interested, please check out Hisense’s latest models on Amazon or at your nearest consumer electronics store.

Thank you for reading to the end!