In the home appliance sections of electronics retailers, the brand “Hisense” is one you are almost certain to encounter.
“What country is Hisense from?” “It’s affordable and has a nice design, but is the quality okay?” “Is it true that they have a relationship with Toshiba televisions?” Many of you may have questions like these.
In this article, we will introduce everything from Hisense’s headquarters location and company history to its overwhelming global market share and its relationship with “TVS REGZA (formerly Toshiba Visual Solutions).”
What you will learn in this article!
- Which country is Hisense from?
- An overwhelming scale: The world’s No. 2 in TV shipments
- The journey from founding to becoming a global appliance brand
- The acquisition of Toshiba’s TV business (TVS REGZA) and the relationship between the two companies
- Key features of Hisense’s flagship products
- Achievements as a global sports sponsor
- Who should choose Hisense products and recommended ways to use them
Conclusion: Hisense is a Chinese company
Hisense (Hisense Group) is a global comprehensive home appliance manufacturer headquartered in Qingdao, Shandong Province, China.
The company manufactures and sells primarily home appliances such as televisions, refrigerators, air conditioners, and washing machines, and operates in over 160 countries. It is a massive corporation, ranking as the world’s No. 2 in the television business by shipment volume in 2024 (according to research firm Omdia; note that rankings vary by research institution, with Counterpoint Research placing TCL at No. 2), and it also holds a top-class share in the global refrigerator market.
Ms.GadgetsI see Hisense TVs very often lately, but what country is the manufacturer from?
Mr.GadgetsHisense is a Chinese manufacturer. It is headquartered in Qingdao and is one of the world’s top-class comprehensive appliance brands, employing approximately 100,000 people across the entire group.
The following is basic information about Hisense.
| Item | Details |
|---|---|
| Official Name | Hisense Group Co., Ltd. |
| Established | September 1969 |
| Headquarters Location | Hisense Tower, No. 17 Donghai West Road, Shinan District, Qingdao, Shandong, China |
| Japanese Subsidiary | Hisense Japan Corporation (Established November 2010) |
| Group Employees | Over 100,000 (Group consolidated) |
| Hisense Home Appliances Revenue | Approx. 92.7 billion RMB (2024 Annual Report, published figures by Hisense Home Appliances. Total group revenue is not disclosed) |
| Global Operations | Over 160 countries and regions |
| Major Products | Televisions, refrigerators, air conditioners, washing machines, smartphones, medical equipment, etc. |
| Related Companies in Japan | TVS REGZA Corporation, Sanden Corporation, etc. |
Ms.GadgetsOperating in over 160 countries and having 100,000 employees…! That’s a much larger company than I imagined.
Mr.GadgetsYes. You might have a strong image of them for televisions in Japan, but globally, they are a literal global company competing for the top market share in white goods like refrigerators and air conditioners.
Hisense Company Overview and Global Market Share
Hisense is not just an “affordable appliance manufacturer.” Here, we will look at their overwhelming share in the global market and their flagship product lineup.
Global Market Share for TVs and Home Appliances
Hisense’s greatest strength is its overwhelming global market share in the home appliance market, led by televisions.
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 and ranking No. 2 in the world (Omdia research; for three consecutive years since 2022). In particular, in the “Ultra-Large TV” segment (over 100 inches), they hold a 58.8% share, ranking No. 1 in the world (Omdia, 2024 report).
Furthermore, they are also very strong in white goods, not just TVs. For refrigerators, they have captured the No. 1 market share in the Middle East and Africa region (Euromonitor research), and in the Chinese domestic market, they occupy one of the top three spots alongside Haier and Midea.
Ms.GadgetsIt’s amazing that they are No. 2 in the world for TVs! And I’m surprised they account for more than half of the global share for 100-inch and larger screens.
Mr.GadgetsThat’s right. They are a world leader in fields like ultra-large displays and laser TVs, which we will discuss later. This is proof that they have the technical prowess to compete effectively in the premium market, not just in the affordable segment.
Flagship Product Lineup
Hisense operates a wide range of businesses, from home appliances for general consumers to equipment for corporate use. In Japan, the following product groups are sold as their core offerings.
Televisions
- UX / U8 / U7 Series, etc.: Premium to mid-range LCD TVs that utilize the proprietary “ULED” high-image-quality technology and feature 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 could be called an evolution of the projector, capable of projecting a 100-inch class large screen simply by placing it right in front of a wall.
Refrigerators/Washing Machines
- Large/Medium Refrigerators: Stylish models with high design appeal that utilize glass doors, as well as large-capacity models.
- Fully Automatic Washing Machines: A wide range of products from compact models for single-person households to models equipped with inverters for superior quietness.
- Air Conditioners: Spot air conditioners for the Japanese market, as well as the latest energy-saving air conditioning systems for overseas markets.
Ms.GadgetsI often see not just TVs but also refrigerators and washing machines at Japanese electronics retailers. The designs are simple and stylish, too.
Mr.GadgetsA key feature is that they incorporate sizes suited to Japanese living environments and minimalist designs that blend into any interior. In terms of functionality, they provide the necessary and sufficient specs, and they are highly supported, especially by the younger generation, for their high cost-performance.
Hisense’s History and Reliability
We will examine the history and reliability of how Hisense, which started as a small factory in China, managed to become a sponsor of world-class sports and acquire a Japanese television manufacturer.
From Qingdao TV Factory to Global Company: History
Hisense’s history goes back over half a century. We have organized their journey chronologically.
- 1969: “Qingdao Radio Factory No. 2,” the predecessor of Hisense, is established. Initially manufactured radios and similar products.
- 1970s: Became the first in Shandong Province to start manufacturing CRT televisions. Produced its first color television (CJD18 model) in 1978.
- 1990s: Changed company name to “Hisense” and strengthened the organizational structure as a corporate group.
- 1997: “Hisense Electric” achieves listing on the Shanghai Stock Exchange.
- 2007: Commenced operation of its in-house developed LCD module (LCM) production line. This was the first such effort in the Chinese color television industry, achieving independence from foreign companies.
- 2010: Established the Japanese subsidiary “Hisense Japan Corporation” and began full-scale entry into the Japanese market.
- 2015: Acquired Sharp’s North American TV business (including the Mexican factory and brand usage rights).
- 2017: Announced a global sponsorship agreement with FIFA.
- November 2017: Announced the acquisition of Toshiba’s TV business, “Toshiba Visual Solutions.”
- 2018: Acquired the long-established European appliance manufacturer “Gorenje” and made a full-scale entry into the European white goods market.
- 2021: Acquired the Japanese company “Sanden,” which handles automotive air conditioners.
- Present: Continuing to leap forward as a world-leading appliance brand, serving as an official sponsor for the FIFA World Cup 2026, among others.
Ms.GadgetsSo they have been expanding with incredible momentum, such as by acquiring Sharp’s North American factory and Toshiba’s TV business.
Mr.GadgetsThat is correct. Behind Hisense’s growth are aggressive global M&A (mergers and acquisitions) and generous investment in research and development. They are not just manufacturing copycat products; they are continuously absorbing technology from around the world to polish their own products.
Expansion in the Japanese Market: Relationship with TVS REGZA
For Japanese consumers, the most intriguing point is likely their relationship with Toshiba’s TV brand “REGZA”.
In November 2017, Toshiba decided to transfer 95% of the shares of “Toshiba Visual Solutions,” its wholly-owned subsidiary that conducts the TV business, to Hisense, and the business transfer was completed in February 2018. Since then, Toshiba Visual Solutions has changed its name to “TVS REGZA Corporation” (Toshiba still retains 5% of the shares).
As a result, the “REGZA” brand—a machine Japan is proud of—is currently developed as a brand under the Hisense Group umbrella.
Following this acquisition, some of Hisense’s high-end TV models have been equipped with high-image-quality engines (such as the NEO Engine) co-developed with TVS REGZA. Product development that fuses “Japan’s advanced image processing technology” with “Hisense’s overwhelming parts procurement power and mass production system” is progressing, and the company has earned praise in many manufacturer comparison reviews for providing image quality that exceeds its class.
Ms.GadgetsI see! So the reason Hisense TVs are said to have good image quality is because REGZA’s technology is being utilized.
Mr.GadgetsThat is exactly right. Hisense has absorbed TVS REGZA’s image technology, and conversely, TVS REGZA can utilize Hisense’s massive manufacturing foundation, creating a very powerful synergy.
Sponsorship Track Record for Global Sports Events
What clearly demonstrates Hisense’s brand strength and reliability is its enormous sponsorship of global sports.
Since signing an official sponsorship agreement with FIFA (Fédération Internationale de Football Association) in 2017, they have served as a sponsor for the following world-class sports events:
- 2018 FIFA World Cup Russia (Official TV Provider)
- 2022 FIFA World Cup Qatar
- UEFA EURO 2016, 2020, 2024 (Official partner for three consecutive tournaments. In 2024, they were 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 three North American countries; official sponsorship already confirmed)
Sponsorship of world sports tournaments involves strict screening not only of the company’s financial power but also of its credibility as a corporation and the robustness of its brand. The fact that Hisense continuously maintains partnerships with FIFA and UEFA proves that the company is no longer an “emerging budget brand” but a first-class global company trusted around the world.
Summary: Is Hisense Reliable?
Hisense is a true global comprehensive appliance manufacturer headquartered in China, with operations in over 160 countries around the world.
In addition to its overwhelming track record of being the world’s No. 2 in TV market share, by bringing TVS REGZA (formerly Toshiba Visual Solutions) under its umbrella, it has firmly reflected Japan’s strict quality standards and image technology into its products. Furthermore, the fact that it has continued to serve as an official sponsor for the FIFA World Cup for many tournaments leaves no doubt about the company’s financial strength and high level of reliability.
Hisense is especially recommended for:
- Those looking for a large-screen, high-image-quality TV with excellent cost-performance.
- Those who want to experience the image processing technology inherited from Toshiba’s “REGZA” at a more affordable price.
- Those who want to unify their interior with simple and beautiful refrigerator or washing machine designs.
- Those starting a new life or living alone who want to keep initial costs down while still acquiring appliances with solid basic performance.
Points of this article!
- Hisense is a global comprehensive appliance manufacturer headquartered in Qingdao, China.
- World’s No. 2 in TV shipments; holds approximately 58.8% global share in ultra-large TVs over 100 inches.
- Owns Toshiba’s TV business (TVS REGZA) and reflects Japanese-quality image technology in its products.
- Continues to be an official sponsor for the world’s biggest sports events, such as the FIFA World Cup and UEFA EURO.
- A trusted brand operating in over 160 countries with high technical prowess and overwhelming cost-performance.
If you are interested, please check out the latest Hisense models on Amazon or at your local electronics retailer.
Thank you for reading to the end!
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This article was originally written in Japanese and has been translated.
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