Hisense, a global leader in consumer electronics and home appliances, has established a strong presence in the Middle East through its regional arm, Hisense Middle East FZE. Founded in 1969 in Qingdao, China, Hisense has grown into one of the world’s largest manufacturers, operating in over 160 countries with 34 industrial parks and 26 R&D centers. The company specializes in multimedia, home appliances, and IT solutions, prioritizing integrity, innovation, and sustainability. In the Middle East, Hisense’s Dubai-based headquarters serves as a hub for its operations, delivering high-quality products tailored to regional needs.
Company History in the Middle East
Hisense’s journey in the Middle East began over two decades ago, with its initial entry into the South African market in 1996. Since then, the company has expanded across the MEA region, establishing its regional headquarters in Dubai, UAE. Today, Hisense Middle East operates five offices in the MENA region, ensuring efficient distribution and localized support. In 2024, the company strengthened its regional presence through a strategic alliance with Real Madrid, focusing on brand visibility in the MEA market.
Under the leadership of Jason Ou, President of Hisense Middle East and Africa, the company has achieved remarkable growth. Since 2019, Hisense’s business revenue in the MEA region has doubled, and its brand equity has surged by over 120%. This success reflects Hisense’s commitment to understanding and meeting the needs of Middle Eastern consumers through innovative products and exceptional service.
Products and Innovations
Hisense Middle East offers a diverse portfolio of products, including smart TVs, refrigerators, washing machines, air conditioners, and IT solutions. The company is renowned for its pioneering technologies, such as:
- Laser TV: Delivers theater-like brightness and detail for an immersive viewing experience.
- ULED Local Dimming Backlight Control: Enhances LCD TV picture quality with superior brightness and contrast.
- AI and Chip Technology: Powers smart home ecosystems with 8K ultra-high-definition display chips, TV SoC chips, and AI chips.
In May 2023, Hisense launched its ULED X and hero U8 TV series in the United Arab Emirates, redefining high-end LCD TV standards. These products, first unveiled at CES 2023, feature advanced optical systems and earned the CES 2023 Innovation Award for their industry-leading display technologies. At CES 2025, Hisense showcased AI-driven innovations in entertainment and smart living, reinforcing its commitment to technological advancement.
Beyond consumer electronics, Hisense Middle East serves B2B industries, offering solutions in intelligent transportation, medical technology, and optical modules. This versatility allows the company to cater to both individual consumers and businesses across the region.
Market Position and Achievements
Hisense holds a strong position as a global leader in home appliances and consumer electronics, with a significant presence in the Middle East. The company operates 66 overseas companies, including its Dubai headquarters, and exports to over 100 countries. In the MEA region, Hisense has seen exceptional growth, with sales revenue increasing from $663 million in 2017 to $1.28 billion in 2021, achieving an average annual growth rate of 17.88%.
Hisense’s global brand visibility is enhanced through partnerships with major sporting events and teams, including:
- Official Sponsor of FIFA World Cup Qatar 2022™
- UEFA EURO 2020™ and UEFA EURO 2024™
- Paris Saint-Germain
These partnerships align with values of excellence and innovation, resonating with Middle Eastern consumers. In 2022, Hisense received the Dubai Quality Global Award for its high-quality products and services tailored to the local market, further solidifying its reputation.
Future Plans and Growth Strategy
Hisense Middle East is poised for continued growth, with ambitious plans to expand its footprint in the MEA region. In July 2024, Hisense Group Chairman Jia Shaoqian visited Dubai to outline strategic investments, including new production facilities, offices, and flagship stores across the Levant, GCC, and North Africa. These initiatives aim to streamline delivery times and enhance after-sales support.
The company’s focus on research and development remains a cornerstone of its strategy. With 23 global R&D centers, Hisense continues to innovate, ensuring its products meet the evolving demands of Middle Eastern consumers. Sustainability and AI-driven solutions are also key priorities, aligning with regional trends toward smart living and environmental responsibility.
Leadership and Vision
Jason Ou, President of Hisense Middle East and Africa, has been instrumental in driving the company’s success. His leadership has guided Hisense through significant milestones, including doubling revenue and securing prestigious awards. Ou’s vision emphasizes excellence, innovation, and customer satisfaction, positioning Hisense Middle East as a trusted brand in the region.
Hisense Middle East exemplifies the company’s global commitment to innovation, quality, and sustainability. With a rich history, a diverse product portfolio, and a strong market position, Hisense continues to thrive in the Middle East. Under Jason Ou’s leadership, the company is well-equipped to navigate future challenges, delivering cutting-edge technology and exceptional service to consumers across the region. As Hisense expands its operations and introduces new products, it remains dedicated to
