Sony Group Corp has agreed to sell a 51 percent stake in its home entertainment TV business to TCL Electronics Holdings Ltd.
This move gives TCL majority control of televisions that will still carry the Sony and Bravia names worldwide.
The joint venture is scheduled to begin operations in April 2027, pending regulatory approvals.
Sony says it is exiting a low margin business as Japanese companies continue retreating from hardware manufacturing.
Future Bravia TVs will use TCL display technology combined with Sony image and audio processing.
For many fans, this marks the end of an era for Japanese made premium televisions.
Japan is slowly surrendering another iconic industry to China while keeping only the logo.
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