TCL has underlined its ambitions in the Australian market with a major presence at IFA 2025 in Berlin, showcasing new flagship TVs, appliances, and its smart home ecosystem. The Chinese giant, which recently expanded into new Melbourne offices to support local growth, also used the show to highlight its role as a major sponsor of the 2026 Winter Olympic Games in Cortina, Italy.

The world’s largest display manufacturer and the No.1 brand in Mini LED and ultra-large TVs unveiled its C8K Premium QD-Mini LED TV as its 2025 flagship. The model features TCL’s CrystalGlow WHVA panel, Virtually ZeroBorderQLED design, and premium Bang & Olufsen audio, aimed squarely at sports fans seeking an immersive Olympic viewing experience.

TCL executives told ChannelNews the company’s QD-Mini LED technology now matches or surpasses OLED in brightness, contrast, and colour while offering better value — a pitch targeted directly at Australian buyers.

Also on show was a 163-inch RGM LED TV, positioned as an alternative to high-end projectors, and the debut of the 57R94 Dual 4K ultra-wide monitor, which brings QD-Mini LED into gaming and productivity.

In audio, TCL highlighted its partnership with Dolby, introducing the Z100 Wireless Free Sound Speaker for flexible Dolby Atmos FlexConnect setups. The company also confirmed that Dolby Vision 2 will be available on select TVs headed to Australia.

Appliances formed a growing part of TCL’s showcase, including the FreshIN 3.0 Air Conditioner with AI-driven energy savings and voice control, the Free Built-in Refrigerator with T-Fresh technology, and the SuperDrum Series Washer & Dryer with Auto Dose detergent management and remote Wi-Fi control.

Bringing the spirit of sport to IFA, the TCL booth features a dramatic centerpiece – the TCL Olympic Freestyle Skiing Slope (PRNewsfoto/TCL)

TCL also launched its global NXTHOME™ platform, which combines smart home solutions with premium design collaborations from partners including Bang & Olufsen and Roche Bobois.

With strong momentum in Australia and a message built around Olympic sponsorship, TCL used IFA 2025 to position itself not just as a TV leader but as a serious player across the connected home category.

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David Richards has been writing about technology for more than 30 years. A former Fleet Street journalist, he wrote the Award Winning Series on the Federated Ships Painters + Dockers Union for the Bulletin that led to a Royal Commission. He is also a Logie Winner for Outstanding Contribution To TV Journalism with a story called The Werribee Affair. In 1997, he built the largest Australian technology media company and prior to that the third largest PR company that became the foundation company for Ogilvy PR. Today he writes about technology and the impact on both business and consumers.