TCL positions Japan as a base for honing its technological capabilities and brand value, with the aim of transitioning to a premium brand. A plan to establish BRAVIA Co., Ltd. through a joint venture with Sony has reportedly been disclosed.
TCL positions Japan not merely as a sales destination but as an important market for strengthening its technological capabilities and brand strength. As one of the largest developed markets in APAC, Japan is expected to lead trends in consumer electronics, making greater brand awareness in the Japanese market a core element of TCL's strategy.
TCL has indicated a policy of accelerating its move toward high-end products for the Japanese market, with an emphasis on offering products that combine high picture quality, energy efficiency and durability tailored to Japan's distinctive living environments. The company plans to optimize its designs and features for Japan, focusing on products such as SQD-Mini LED and QD-Mini LED.
In March 2026, Sony and TCL finalized a strategic partnership in the home entertainment sector, and announced plans to establish BRAVIA Co., Ltd., with operations scheduled to begin in April 2027. TCL is expected to hold a 51% stake and Sony a 49% stake, while continued use of the brand name is planned.
Going forward, challenges include strengthening marketing and organizational capabilities, as well as reorganizing sales channels outside mass electronics retailers, in order to improve brand value while developing the market.