High-end TVs land in the Vietnamese market during the 2026 World Cup season
In previous years, the race in the TV market mainly revolved around basic factors such as resolution, screen size and price.
During this year's World Cup season, the market gradually shifted to new display technologies and features such as SQD-Mini LED, Micro RGB, OLED or AI TV.
High-end TV arrives with a series of new technologies
The high-end TV segment witnessed fierce competition from a series of big brands. This is also where manufacturers demonstrate new technology and affirm their position in the market. In particular, the focus is on the race between Mini LED TV and OLED TV.
The battle opened in the second half of April when TCL announced the first SQD-Mini LED TV line on the market.
This technology combines the advantages of Super QLED and Mini LED backlight, focusing on color reproduction, high brightness and increased efficiency of light area control. This is also TCL's strategic card in the high-end race with OLED TV models from Samsung and LG.
The TCL C8L model, equipped with a 144Hz refresh rate, is positioned to become the company's strategic product line during the 2026 World Cup season. The device offers a variety of size options from 55 inches to 98 inches, along with prices ranging from 37.5 to 150 million VND. This product follows TCL's familiar strategy of bringing high-end technology to an accessible price segment to expand the customer base.
Although it has only entered the Vietnamese market for more than a year, Haier also competes in the high-end segment with the 100-inch M96 Series. The TV is equipped with Quantum Dots quantum dot technology and MiniLED backlight system. The device integrates an UltraSense AI multitasking processor chip that optimizes images and sound in real time.
On the other side of the battle line, two giants Samsung and LG continue to focus on OLED TVs. Samsung's 2026 OLED TV generation in Vietnam has 3 main product lines including S95H, S90H and S85H. In addition to improvements in display quality, performance and AI, this product line also integrates Samsung Art Store for the first time, opening up a new approach to personalizing living spaces.
LG even brought the evo AI W6 OLED TV line with wall-mounted design back to the Vietnamese market. W6 integrates high-quality image and sound wireless transmission technology up to 4K 165Hz with Zero Connect Box.
In addition, LG continues to upgrade display technology on the LG OLED evo AI G6, C6 and evo B6 TV lines, with many size options from 48 to 97 inches.
Sony has a new approach when bringing two models BRAVIA 9 II and BRAVIA 7 II to the Vietnamese market. These are Sony's first two BRAVIA True RGB TV lines, using independently controlled red, green and blue LED systems.
This technology helps reproduce a wide range of colors while delivering accurate colors, deep contrast and more realistic image depth.
Trends in choosing to buy TVs of Vietnamese users
According to a report from market research company GfK, the Vietnamese TV market will record about 2.2 million devices sold in 2025 with a total value of nearly 24,000 billion VND. The market sees a slight decline of 0.4% compared to 2024.
However, the high-end TV segment showed outstanding growth. Accordingly, the OLED segment recorded a growth of 26.7% compared to the previous year. This shows that Vietnamese people's need to buy TVs is shifting to higher segment products.
Talking to Dan Tri reporters, representatives of many retail systems said that user interest in the TV industry has clearly grown before and during the World Cup season.
"According to records from the system, the number of customers looking to buy TVs has tended to increase by 10-20% compared to normal periods. Based on previous data, TV industry sales can increase 70-80% compared to normal times thanks to the need to upgrade the experience of watching football at home," said Mr. Nguyen Lac Huy, communications representative of CellphoneS system.
Also according to dealers, during this year's World Cup season, the 65-75 inch large TV group is the choice that customers are most interested in. In addition, TV lines that support scanning frequencies of 120Hz or higher are also given priority thanks to providing a smoother visual experience when watching high-speed matches.
OLED TV is a key product line and receives a lot of attention from consumers in the high-end segment. However, Mini LED TV models are also gradually becoming more competitive with advantages in price, size and almost equivalent display quality.
"In the high-end segment, customers often prioritize choosing OLED TVs. Besides, Mini LED TVs are on an increasing trend thanks to brands continuously launching new products and prices are becoming more and more competitive," said Mr. Pham Quoc Bao Duy, Director of electronics industry at FPT Shop system.
Agreeing with this point of view, a TCL representative said that the race in the Vietnamese TV market in previous years mainly revolved around basic factors such as resolution, screen size and selling price.
"In the past few years, we have noticed that the market has had a clear shift towards advanced display technologies. In particular, the Mini LED TV segment has witnessed impressive growth thanks to the advantage of large size options, display quality approaching OLED and increasingly competitive prices," a TCL representative shared.