TCL at 25: What the anniversary celebration and its new launches mean for Filipino homes

Huge TV screens, cozy sala setups, air conditioners humming softly, refrigerators towering overhead, and sleek, modern washing machines, it felt like walking straight into a stylish yet functional home. This was the warm, comforting energy that greeted guests at the Grand Ballroom of Okada Manila last April 11, as TCL marked its 25th anniversary in the Philippines.

- BY JASMINE TUAÑO

Far from a formal product launch or corporate gala, the event gave off the kind of vibe you'd expect from a brand deeply familiar with the rhythms of Filipino life, one that's been part of many households since 2000.

But more than a celebration of years past, TCL's anniversary also spotlighted what's next both for the company and for the evolving expectations of Filipino consumers.

TCL's growing footprint in Filipino homes

Once known mainly for its TVs, TCL has steadily grown into a full-range appliance brand. And during the anniversary celebration, that evolution was on full display.

TCL Philippines CEO Peter Chen laid out the numbers, "Our TV sales ranked No. 1 in both volume and value. Our air conditioner (AC) sales also secured the No. 1 spot in volume. In 2024, our washing machine segment showed rapid growth, with Nest series sales increasing by 211%, while our refrigerator net sales rose by an impressive 279%. I would like to express my sincere gratitude, on behalf of all TCL employees, to our partners for your unwavering support."

These figures suggest that TCL is becoming a real competitor in every corner of the Filipino household.