Launching Larger Models
According to reports from the Korean Daily, industry insiders revealed on the 15th that Samsung Electronics and LG Electronics are considering launching televisions larger than 100 inches next year, anticipated to be Mini LED models. This move aims to challenge the Chinese-dominated market for televisions of 100 inches or larger, likely in response to the global marketing success of large-screen televisions.
This initiative reflects two key characteristics of the Mini LED TV market: the trend towards larger sizes is driving Mini LED development, and the rapid advancement of Mini LED technology is altering the competitive landscape between South Korean and Chinese brands.
Trend Toward Larger Sizes
In recent years, panel manufacturers have continuously upgraded their production lines, with many Chinese brands, such as TCL and Hisense, pushing for larger televisions, including models over 100 inches.
This trend towards larger sizes is also evident among South Korean companies this year. Samsung Electronics reported that from the launch of new products until last month, domestic sales of its Neo QLED 8K, Neo QLED, and OLED series of high-end artificial intelligence (AI) televisions, 75 inches and above, have grown by 40%.
LG Electronics has also shifted its television business strategy, planning to launch Mini LED TVs larger than 100 inches. Previously, LG viewed the size limitation for home televisions as below 100 inches (excluding Micro LED) and believed that televisions larger than 100 inches had limited market appeal.
Competitive Landscape Between China and South Korea
The report further discusses how the introduction of televisions larger than 100 inches by Samsung and LG is also aimed at competing with Chinese brands.
In terms of brand competition, Chinese brands and Mini LED technology have experienced rapid growth in 2023. In 2022, Samsung held approximately 70% of the Mini LED TV market, but in 2023, TCL and Hisense saw significant growth. Although Samsung remains the leading shipper, its market share has substantially decreased.

Additionally, last year, Chinese brands intensified their export strategies. TCL established a subsidiary in South Korea to sell 115-inch Mini LED TVs, which helps enhance their brand image through the sale of such oversized models.
Impact of LCD Panel Supply
It’s also essential to consider the influence of LCD panel supply on both brands.
In 2022, Samsung Display exited the LCD business. Currently, LG Display is also selling its last LCD factory located in Guangzhou. This means that Samsung and LG must procure liquid crystal panels from Chinese display companies.
Globally, the situation is similarly complex for South Korean and Japanese panel manufacturers, as LGD’s Guangzhou LCD factory and Sharp’s Sakai City factory in Japan were previously rumored to be ceasing production or being sold. However, as the year progresses, no decisions have been made regarding these two manufacturers, and their future actions will require close monitoring.
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