Three portable Bluetooth speakers bring big sound, bold bass and all-day play to South Africa’s outdoor lifestyle.

Hisense is preparing to turn up the energy with the arrival of the Hisense Boom Family, a new range of portable Bluetooth speakers launching on Takealot from 1 August 2026.

Created for beach days, braais, road trips, campsites and relaxed moments at home, the range combines portable design, powerful bass, long battery life and outdoor-ready durability. With three distinct models – Flex Boom, We Boom and Voyage Boom – consumers can choose the speaker that best fits the size of the moment.

One family. Three ways to bring the boom.

From easy everyday listening to bigger outdoor gatherings, each member of the Boom Family is designed to make music more portable, more powerful and easier to enjoy wherever people come together.

The Hisense SA Boom Family

Flex Boom: Compact and ready to travel, Flex Boom is the everyday choice for spontaneous plans, smaller gatherings and music on the move.

• Big Sound 
• Up to 20 hours playback 
• IP67 water and dust proof  
• Auracast and TWS pairing

We Boom: We Boom adds stronger bass, ambient lighting and a practical dual-way strap for long days outdoors and late nights with friends.

• Bass Boost  
• Up to 24 hours playback  
• IP67 water and dust proof  
• Dual-way strap  
• Ambient light

Voyage Boom: At the top of the family, Voyage Boom is built for larger gatherings, extended listening and adventures that need more sound and staying power.

• Massive Bass  
• Up to 24 hours playback  
• IP67 water and dust proof  
• Ambient light  
• Built-in power bank

A speaker for every kind of plan

The Boom Family gives South African consumers a clear step-up choice. Flex Boom keeps everyday listening light and flexible; We Boom brings added bass, lighting and carry convenience; and Voyage Boom delivers the range’s biggest presence, together with a built-in power bank for longer days away from a plug point.

Across the range, IP67 water and dust protection helps the speakers keep up with outdoor use, while extended battery life means the playlist can continue from the first arrival to the final track.

Made for the way South Africa listens

Music is part of how South Africans connect – at family celebrations, weekend braais, beach gatherings and on the road. The Boom Family is designed around those real-life moments, giving listeners the freedom to take their sound beyond the living room without sacrificing bass, battery life or confidence outdoors.

“South Africans know how to make the most of time together – from braais and beach days to family celebrations and road trips,” says Luna Nortje, Deputy General Manager of Hisense South Africa. “The Boom Family was designed to make those moments sound bigger, with a portable option for every kind of gathering.”

Available on Takealot from 1 August 2026

The Hisense Boom Family will be available to South African consumers through Takealot from 1 August 2026. Shoppers will be able to compare the three models online and select the right balance of portability, battery life, bass performance and outdoor features for their lifestyle.

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Cape Town, South Africa. Every journey starts somewhere. For many South Africans, sport is a unifier, a unifier of belief, a unifier of hope and, often, the platform gifted to pioneer dreams. As a centralised muscle to our nation’s heartbeat, soccer can be found as this connective tissue catapulting young stars to brighter futures and developing lives around our country.

Last week, Hisense South Africa united the journey from the soccer field to the daily commute through a uniquely Cape Town experience that celebrated football, community, and the power of believing that anything is possible.

As the Official Sponsor of the FIFA World Cup 2026™, Hisense South Africa launched Hands on the Future, a proudly South African initiative that took a group of young footballers from Khayelitsha on a journey from their local pitch to places of possibility. Convoying with a set of custom-branded Hisense FIFA World Cup™ taxis, the children travelled through the city, visiting the Hisense Atlantis Factory before making their way to one of South Africa’s most iconic landmarks: Table Mountain.

The destination had been chosen for a reason.

Standing high above the city, with Cape Town stretching out in every direction, each young player was asked to answer one simple question: What is your biggest dream?

For some, the dream was to proudly wear the Bafana Bafana jersey one day, an honourable logo in the form of a left chest lockup. Others spoke about becoming teachers, doctors, entrepreneurs, and leaders within their own communities. There were no right answers. The exercise was simply about encouraging young hearts to look beyond where they are today and imagine where life could take them.

The choice of Table Mountain was equally symbolic. From the summit, perspective changed when the cable cars climbed higher, as in life, sometimes all it takes is someone encouraging you to see what’s possible.

The journey also included an educational visit to the Hisense Atlantis Factory, the largest television manufacturing facility in Sub-Saharan Africa. There, the children witnessed local manufacturing and technology firsthand, connecting a global sponsorship to South African production, skills development and real industrial pride. It was a moment that said ‘belief starts here, with homegrown love’.

But the journey did not end here.

Following the Table Mountain experience, the group visited the iconic Tevolution Museum, where the children played a part in creating a new mural. By adding their own touches to the artwork, they were able to leave a lasting mark on the city of Cape Town, cementing their place in the narrative of the city’s creative and cultural evolution.

To ensure a lasting practical legacy, this Hands on the Future journey culminated in a major kit handover and community football tournament in partnership with the Pitso Mosimane Youth Football (PMYF) programme. Ten local teams, comprising 160 children, received essential football kits, equipment and professional coaching. The event featured a mini-tournament where the young athletes competed for the Hisense Future Trophy, celebrating teamwork, resilience and community upliftment.

Every day, taxis carry children to school, players to training, families to work, and supporters to football matches. Along the way, they carry conversations, friendships, and countless stories. For many communities, the taxi has become far more than transport. It is part of everyday life. Through Hands on the Future, Hisense honoured that spirit and showed that a global platform could be locally lived.

For more information about Hisense South Africa and the Hands on the Future campaign, please click here.  

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Cape Town, South Africa – The era of the passive screen is over. For years, the smart television operating system was little more than a static grid of applications waiting for a command. Today, that paradigm is undergoing a structural collapse. Driven by the latest advancements in generative artificial intelligence, the television is transitioning from a display device to the central intelligence node of the household ecosystem.

This shift is not anecdotal; it is quantifiable. The global AI TV market, globally valued at $6.67 billion in 2024, is currently surging at a compound annual growth rate (CAGR) of 23.8%, projected to reach an astonishing $56.41 billion by 2034. At the 2026 Consumer Electronics Show (CES), industry analysts from ABI Research confirmed that AI has officially moved from concept to execution, noting that intelligence and autonomy are now central to product strategy and platform differentiation.

For the South African consumer, this global macro-trend is manifesting as a fundamental rewrite of digital service delivery: “We are no longer simply selling screens, we are delivering an intelligent service layer that resides in your living room,” notes Luna Nortje, Deputy General Manager at Hisense SA. 

“The television is the largest and most powerful computing device in the average South African home. By embedding generative AI directly into the operating system, that screen becomes a proactive service delivery mechanism that understands context, anticipates preferences, and connects seamlessly to the broader smart home.”

Solving the Expectation Gap

This shift toward embedded intelligence is arriving precisely when consumer expectations regarding after-sales service are at an all-time high. A recent global survey by Salesforce found that 90% of consumers consider the post-purchase experience to be just as important as the quality of the product itself. The 2026 Qualtrics Customer Experience Trends Report also revealed that South African consumers now demand speed, seamless service, and deep personalisation as the baseline standard. 

Yet a clear expectation gap persists. The same research shows that 83% of consumers see substantial room for improvement in the post-purchase experience, while three in ten firms are already placing growth at risk through generic, poorly executed AI self-service.

This is where the true value of an embedded, generative operating system becomes clear. Traditional after-sales service is reactive, waiting for the consumer to report a problem. Embedded AI platforms transform the post-purchase experience into a proactive, continuously evolving relationship between the user and the hardware.

The VIDAA OS Proof Point

The practical application of this trend is best observed through the evolution of proprietary platforms such as Hisense’s VIDAA Smart TV OS. Built on a secure Linux foundation, VIDAA currently powers over two billion hours of content consumption globally every month. However, its current iteration serves as a living proof point for the industry’s shift toward generative service delivery.

Through strategic collaborations with global technology leaders, including Microsoft, platforms such as VIDAA are embedding generative AI capabilities directly into the ecosystem. Integrations like Microsoft Copilot enable the television to respond to complex queries, summarise information, and manage digital tasks through natural language processing, removing the need for a secondary device.

The integration of services like Xbox Cloud Gaming signals a further fundamental shift in entertainment delivery. South African gamers can access world-class, console-quality titles directly through their TVs, with AI architectures optimising latency and visual performance in real-time. No physical console is required. The screen itself has become the service provider. 

The End of the Search Bar

The defining metric of a modern operating system is how quickly it can deliver exactly what the user wants. To this end, the traditional search bar is being replaced by intent-driven discovery engines. Advanced “fuzzy search” capabilities utilise AI-driven algorithms that understand user intent even when search terms are imprecise, misspelled, or conversational. This is augmented by sophisticated voice assistants, which now support dozens of languages and recognise complex, multi-step commands. Whether a user asks for “movies directed by Christopher Nolan from the 1990s” or commands the system to “dim the lights and start the next episode,” the AI parses the request and executes the service delivery instantly.  

The Golden Thread: Hardware Built for Intelligence

An intelligent operating system requires hardware capable of translating its commands into sensory reality. The software revolution is therefore driving a parallel hardware evolution. Modern displays must be engineered specifically to maximise the potential of these AI platforms. Technologies, including the Hi-View Engine X, utilise real-time AI analysis to adjust colour, clarity, and peak brightness frame-by-frame, ensuring that the content delivered by the operating system is rendered with absolute precision. 

The power of intelligent service delivery is available across Hisense’s current South African television lineup, powered by the VIDAA AI platform (prices reflect recommended retail pricing in South Africa as of April 2026. Subject to retailer variation).

Flagship ULED & Mini LED Series:

• Hisense 100″ Smart Mini LED TV (100UX): R 149,999.99
• Hisense 85″ Smart Mini ULED TV (85U7Q-PRO):  R 29,999.99
• Hisense 85″ 144Hz Mini ULED Smart TV (85U7Q): R 22,999.99
• Hisense 65″ Mini ULED Television (65U8Q): R 19,999.99
• Hisense 65″ Mini LED 144Hz Smart ULED TV (65U7Q): R 11,999.99
• Hisense 65″ Mini LED Smart TV (65U6Q-PRO):  R 11,599.99

Premium QLED & UHD Series:

• Hisense 98″ QLED Smart TV (98Q6Q):  R 29,999.99
• Hisense 85″ UHD 4K VIDAA Smart TV (85A6Q): R 15,999.99
• Hisense 70″ Smart UHD TV (70A6Q):  R 9,999.99
• Hisense 55″ UHD 4K VIDAA Smart TV (55A6Q): R 5,499.99

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Hisense, a leading brand in global consumer electronics and home appliances, is bringing its vision of “Innovating a Brighter Life” to football fans around the world through its pitch-side LED messages at FIFA World Cup 2026^TM.

Displayed throughout tournament matches and seen by millions in stadiums and billions watching worldwide, the messages showcase Hisense’s commitment to creating technologies that enrich everyday life. Among the most prominent messages are “Innovating a Brighter Life” and “The Origin of RGB MiniLED TV,” reinforcing the company’s brand vision and leadership in next-generation display innovation.

As the world’s biggest football tournament unfolds, Hisense is spotlighting its flagship UXS RGB MiniLED TV, powered by breakthrough RGB MiniLED technology that delivers exceptional color accuracy, brightness, and contrast. Designed to bring fans closer to every moment on the pitch, the UXS RGB MiniLED TV creates a more immersive and lifelike viewing experience for sports, entertainment, and gaming.

Alongside its television innovations, Hisense is also showcasing its broader smart living ecosystem. The message “Hisense Laser TV, Global No.1” highlights the award-winning L9Q Laser TV, delivering an ultra-large-screen viewing experience that brings the atmosphere of the stadium into the home. “Hisense Fridge, Smart Cooling, Fresh Living” reflects the innovation behind the PureFlat Smart Series Refrigerator, designed to help keep food fresher for longer and support modern family lifestyles. Meanwhile, “Hisense Aircon, Better Air, Hisense Care” showcases the Air Master Air Conditioner, which delivers intelligent climate control and enhanced indoor comfort through advanced air management technologies.

Together, these flagship innovations reflect how Hisense continues to connect technological advancement with real-life experiences across display, entertainment, and smart home living. Through its FIFA World Cup 2026^TM pitch-side presence, Hisense is bringing “Innovating a Brighter Life” to audiences worldwide, showcasing how meaningful innovation can enhance the way people watch, live, and connect.

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Hisense South Africa is strengthening its role at FIFA World Cup 2026™ as the tournament’s Official Video Assistant Referee (VAR) Review TV Provider. With FIFA’s VAR operations now fully operational at the International Broadcast Centre (IBC) in Dallas, Hisense RGB MiniLED TVs are supporting match officials with high-performance display technology designed for accurate and reliable decision-making.

The milestone highlights FIFA’s confidence in Hisense’s display innovation. Deployed within the VAR operations center, Hisense RGB MiniLED TVs deliver exceptional native color performance and picture precision, helping officials review key match incidents with greater clarity and confidence throughout the tournament.

The importance of display technology in modern football officiating was recently highlighted when FIFA President Gianni Infantino visited the VAR center at the IBC and experienced the review process using a Hisense RGB MiniLED TV.

Powered by independently controlled red, green, and blue light sources, Hisense RGB MiniLED technology delivers exceptional native color performance, enhanced contrast, and outstanding image accuracy. These capabilities make it particularly suited for officiating environments, where visual precision can play a critical role in reviewing decisive moments on the pitch.

Commenting on the partnership, Nick Brown, FIFA Director Commercial Partnerships, said: “This is a step forward towards delivering exceptional picture quality and accuracy. It is a testament to how technology can actively support and enhance aspects of the game during the tournament.”

Beyond the VAR operations center, Hisense RGB MiniLED technology also reflects a broader evolution in how football is experienced and delivered worldwide. From officiating to global broadcast production and fan viewing at home, advanced display innovation is helping ensure that every moment of the FIFA World Cup 2026^TM is seen with greater clarity, accuracy, and emotional impact.

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Thursday’s event marks the official start of a long-term grassroots football project, turning Soweto’s support for the national team into a powerful moment of pride, purpose and possibility

JOHANNESBURG, 11 June 2026. Thursday marked a landmark day for grassroots football in Soweto as Hisense South Africa officially launched the development of a new community soccer pitch, using the moment to send a powerful message of support from the community to Bafana Bafana.

Held at the iconic Soweto Towers, the event marked the beginning of a long-term project that will create a safe, inspiring and purpose-built space for young South Africans to play, train and grow through football. Once completed, the pitch will host youth soccer cups and community football programmes designed to develop skills, build confidence and open new pathways for local talent.

The launch moment was given national resonance through a special Bafana Bafana support video featuring young players from the community, representatives from Hisense South Africa, the City of Johannesburg, ward councillors and invited media. The video captured the spirit of Soweto as young footballers looked into the camera and sent their wishes to South Africa’s national team as the country’s football pride takes centre stage.

Raw, joyful and unmistakably South African, the film transformed the launch from a construction announcement into a rallying call. From one of South Africa’s most historic townships came a simple but powerful message: the future of football is not only built in stadiums, but also on the community fields where young players first begin to dream.

A Partner for 30 Years
Hisense has been operating in South Africa since 1996, building not only products, but a long-standing presence rooted in local investment, access and community participation. Thursday’s launch reaffirmed the brand’s commitment to turning sponsorship into substance by investing directly in a grassroots football platform with long-term community value.

“We don’t just operate in South Africa – we have built alongside South Africa for nearly three decades,” said Luna Nortje Deputy General Manager at Hisense South Africa. “This pitch development is a promise to the next generation. The video is a message from Soweto to Bafana Bafana, but the project itself is a longer-term commitment to young people, community pride and the belief that sport can open doors. Thursday was not the finish line; it was the day we put our hands on the future.”

The new Soweto pitch will serve as a youth development hub, combining sport, education and community participation in a safe environment. By creating a dedicated home for youth football, Hisense SA aims to help the beautiful game become a lasting engine of opportunity for the next generation.

#HandsOnTheFuture

The event marked the next chapter of Hisense’s #HandsOnTheFuture campaign, a literal and metaphorical call to action. It reflects a commitment to building with consumers and communities, not only speaking to them. In Soweto, that commitment took shape through the launch of a pitch development project that will continue long after Thursday’s event.

As the Bafana Bafana wishes video begins its journey across digital platforms, one thing is clear: Hisense SA has done more than announce a construction project. It has connected South Africa’s love of football with a tangible vision for community development, and reminded the country that some of the biggest football dreams begin on local fields.

As global attention turns to global football, Thursday’s spotlight belonged to Soweto: a community where a new pitch is set to rise, where young players were given a voice, and where a message of support for Bafana Bafana became the launch signal for something much bigger.

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Hisense, a world-renowned consumer electronics brand, has officially unveiled two new MiniLED TV models in South Africa, the E8S Series and U6S Series. Available at Game and Makro from 1 June, these premium audio-visual models cater to performance enthusiasts and family-orientated users, respectively. They deliver immersive high-end viewing experiences and redefine the standards of living room entertainment across South African households.

Strategically Positioned Dual Flagships for Diverse Lifestyles

Living rooms in South Africa serve varied leisure purposes. Sports fans cheer fervently for goals, while families relish cosy movie moments together. Designed to satisfy diverse lifestyle demands, Hisense E8S and U6S Series bring every personal passion vividly onto the screen.

Hisense E8S Series: Performance Flagship Built for Sports and Gaming Thrills

Tailored for users pursuing supreme fluidity and immersion, the E8S Series is an ideal pick for sports lovers and hardcore gamers. Equipped with native 144Hz high refresh rate MiniLED panel, Hisense Hi-View AI Picture Engine and AMD FreeSync Premium technology, it delivers sharp, smear-free visuals. Fast-paced football matches, high-speed racing games and thrilling action sequences showcase intricate dynamic details, creating a lifelike on-site viewing feel.

With Hisense serving as the Official VAR Display Provider for the FIFA World Cup 2026™, the brand’s latest MiniLED lineup reflects the same commitment to precision, clarity and high-performance visual technology trusted at the highest level of global football. As anticipation builds ahead of the tournament, the E8S Series is designed to bring that same stadium energy into South African homes, allowing fans to experience every tackle, replay and match-defining moment with exceptional realism.

Boasting a Devialet-tuned built-in subwoofer, the TV produces layered, immersive sound. Crowd roars, engine rumbles and dramatic movie sound effects can be enjoyed at home, creating a private cinema and gaming haven. Available in sizes from 55-inch to 85-inch, it fits compact apartment lounges and spacious home theatres alike, turning every match viewing and gaming session into a stunning sensory treat.

Hisense U6S Series: Premium Flagship for Daily Family Entertainment

Focused on everyday family leisure scenarios, the U6S Series brings warmth and refinement to household life with exquisite picture quality, immersive sound and user-friendly design. Powered by MiniLED backlight technology and Hi-View AI Picture Engine, coupled with Filmmaker Mode, it faithfully restores original cinematic visuals. Heartwarming dramas, vibrant animations and stunning natural documentaries display authentic colour gradation, offering comfortable eye-friendly viewing for all family members.

Also fitted with a Devialet-calibrated built-in subwoofer, it reproduces rich, pleasant sound for music and daily conversations. With size options ranging from 55-inch to 75-inch, it suits most South African living spaces. It enables relaxing premium enjoyment during family movie nights and casual leisure time.

Based on local consumption habits and daily demands, Hisense highlights three core advantages to address user needs:

Ultra-smooth Visuals Redefine Sports and Gaming Experience

As South African audiences gear up for a packed sporting calendar, including the road to the FIFA World Cup 2026™, demand for immersive, stadium-quality home viewing experiences continues to grow. The 144Hz high refresh rate and AMD FreeSync Premium technology eliminate blurriness and ghosting on fast-moving footage, delivering stadium-grade viewing experience at home. For console gamers, low-latency and ultra-smooth visuals ensure instant response, boosting immersion and making E8S a top choice among young users.

Professional Audio-visual Performance Builds Shared Family Leisure Space

Both models adopt Devialet professional sound tuning and Hisense Hi-View AI Picture Engine, achieving outstanding sound and image performance. Whether for family movie gatherings or weekend music parties, superb audio and visuals transform the living room into a shared entertainment hub, perfectly matching local families’ fondness for reunion and shared fun.

Intelligent Eye Protection Adapts to All Household Scenarios

Both TVs come with AI ambient light-sensing technology, AI RGB sensor for E8S and standard AI sensor for U6S. The screen automatically adjusts brightness and colour temperature according to surrounding light conditions. It ensures comfortable viewing under bright daylight and dim night surroundings, relieving eye strain and protecting family eyesight during daily use.

The launch of Hisense E8S and U6S Series further completes the brand’s high-end television layout in South Africa. With distinctive positioning, the two products meet demands spanning extreme performance and daily home use, allowing local consumers of varied lifestyles to find their ideal premium MiniLED TV. Going forward, Hisense will stay user-centric, roll out more innovative electronic products and help local families enjoy upgraded smart living experiences.

As South Africans gear up for the excitement and anticipation surrounding the FIFA World Cup 2026™, Hisense is helping bring the spirit of the tournament closer to home through next-generation viewing experiences designed for modern sports fans. As the Official VAR Display Provider for the FIFA World Cup 2026™, Hisense continues to showcase the same precision, clarity and performance trusted at the highest level of global football, allowing local consumers to enjoy every moment of the game with immersive stadium-quality visuals from the comfort of their living rooms.

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Cape Town, South Africa, May 2026. Hisense, a leading brand in global consumer electronics and home appliances, is setting the stage for an unparalleled FIFA World Cup 2026™ experience, both on and off the field. Just weeks before kickoff, Hisense proudly announces its continued market dominance with stellar Q1 2026 OMDIA report findings, the launch of its groundbreaking UR8 RGB Mini-LED TV series, and its crucial role as the official VAR display provider, all culminating in an exciting “X90” buy-and-win campaign that pays homage to the hard-hitting 90 minutes on field.

OMDIA Q1 2026: Hisense strengthens global leadership in 100-inch+ TVs 

Hisense has further solidified its leadership in premium display technologies in Q1 2026. According to OMDIA Q1 2026 data, Hisense continues to rank No.1 in the 100-inch+ TVs category, reaching a market share of 55.2% globally. These figures showcase Hisense’s strategic focus on large-screen, high-performance viewing experiences and its unwavering commitment to pushing the boundaries of display innovation. This sustained leadership is a testament to Hisense’s investment in advanced technologies like RGB Mini-LED and its ever-expanding TV portfolio.

Hisense introduces UR8 with natural and real colour, bringing next-generation RGB mini-LED technology to more homes

Building on its display technology leadership, Hisense is expanding its premium TV lineup with the introduction of the UR8 RGB Mini-LED TV series. Positioned to bring next-generation display technology, natural and real colour, immersive entertainment, and advanced gaming performance to more consumers worldwide, the UR8 is a pivotal addition to Hisense’s acclaimed UXS and UR9 series.

As the Originator of RGB Mini-LED, Hisense continues to push the industry toward a new pinnacle of display technology with its latest RGB Mini-LED TVs. Powered by Chromagic Technology, Hisense’s proprietary optical architecture integrating a self-developed Chromagic RGB Chip, advanced Optical Design, and Colour Management System, the UR8 delivers more natural and lifelike colours, covering up to 100% of the BT.2020 colour gamut while maintaining high energy efficiency and reducing harmful blue light. Earlier this year, the Consumer Technology Association (CTA) officially recognised “RGB LED” TVs as a new category in display innovation, with Hisense playing an important role in driving and advancing the industry standard, further reinforcing RGB Mini-LED as an important industry milestone and a new benchmark for premium TV experiences.

Powered by the Hi-View AI Engine RGB processor, the UR8 delivers richer, more accurate visuals that bring movies, live sports, and gaming worlds to life with greater depth and realism. A Native 180Hz Game Mode ensures ultra-smooth motion and responsive performance, allowing users to stay fully immersed during high-speed action and fast-moving gameplay. Immersive 2.1.2 multi-channel surround sound tuned by Devialet further elevates the experience with cinematic audio that makes every scene feel more engaging and lifelike. With the UR8, Hisense continues to accelerate the adoption of RGB Mini-LED technology, making next-generation display innovation more accessible to consumers globally.

Hisense: the official VAR display provider and an “ode to the game” with X90 giveaways

Beyond the living room, Hisense is taking its commitment to the FIFA World Cup 2026™ directly to the pitch as the official VAR (Video Assistant Referee) display provider. This critical role emphasises the precision, reliability, and advanced technology embedded in every Hisense display, ensuring fair play and enhancing the integrity of the game at the highest level.

To further celebrate the spirit of football and as an “ode to the game”, Hisense has launched its FIFA World Cup 2026™ Buy & Win campaign, giving South Africans the opportunity to elevate their match-day experience at home. The campaign is designed to bring the excitement, atmosphere and energy of the world’s biggest sporting event directly into the living room, transforming ordinary viewing into an immersive football spectacle.

Consumers who purchase qualifying Hisense products and enter the competition stand a chance to win an exciting range of premium prizes, including the Hisense HT Saturn 4.1.2 Channel Home Theatre System, a 100-inch ALR Screen, a 50-inch VIDAA Smart TV, the HP100 Party Rocker, the Party Thunder Ultimate Party Speaker, and a Hisense Air Conditioner. Together, these prizes create the ultimate FIFA viewing environment, combining big-screen entertainment, powerful audio and home comfort to ensure fans can experience every goal, save and celebration as if they were sitting in the stadium themselves.

“Our role as the official VAR display provider at the FIFA World Cup 2026™ is a testament to the trust placed in Hisense’s technology at the pinnacle of sport,” says Luna Nortje, Deputy General Manager at Hisense South Africa. “We are not just selling TV’s this year; we are delivering the heart of the game, celebrating every moment, and making the World Cup an unforgettable experience for everyone.”

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In 2026, CSR must move beyond periodic charity. It has become the primary engine of industrial resilience, economic dignity, and the long-term sovereignty of the South African economy.

Cape Town, South Africa – There is a quiet revolution underway in the South African boardroom. For the better part of three decades, Corporate Social Responsibility in this country was often a predictable, albeit well-intentioned, ritual. It meant a percentage of profits redirected toward community projects, a ribbon cut at a school library, or a seasonal donation. It was the era of passive philanthropy.

That era is giving way to something far more profound.

In its place, a more sophisticated and consequential model is emerging. This is a model that Hisense South Africa is not merely observing, but actively architecting. The company today formally articulates a philosophy it terms “Active Integration”: the deliberate embedding of social and economic value creation into the core industrial and commercial operations of a business, rather than treating it as a philanthropic afterthought. In the context of South Africa’s structural unemployment, its urgent need for industrial sovereignty, and the global imperative for environmental stewardship, Hisense argues that this is not simply the right thing to do. It’s the only viable strategy for any corporation that intends to remain relevant in the next decade.

From Performative Donation to Socio-Economic Architecture

The evolution of CSR in South Africa has been neither linear nor swift. For years, the dominant paradigm was what analysts now describe as “cheque-book charity”. This was a transactional model in which corporations discharged their social obligations through financial transfers to non-governmental organisations, with limited accountability for outcomes and even less integration with core business strategy.

The limitations of this model have been evident for some time. Investors deploying trillions in ESG-mandated capital now demand measurable impact, not narrative. Regulatory frameworks, including South Africa’s mandatory ESG disclosure requirements effective from the 2025–26 financial year, are recasting transparency from a virtue into a legal obligation. At the same time, a new generation of South African consumers, particularly millennials and Gen Z, are making their purchase decisions grounded in authentic corporate purpose rather than philanthropic positioning.

It’s against this backdrop that the work of institutions such as the Dis-Chem Foundation (a partner of Hisense SA) has taken on a new significance. Founded in 2006 in direct response to the growing poverty crisis in South African communities, the Dis-Chem Foundation has evolved far beyond the model of periodic donations. Through long-term partnerships with non-profit organisations and a sustained focus on poverty, hunger, inequality, and unemployment, it has demonstrated that South African corporations can, and must, function as essential social safety nets. They serve not as a substitute for government but as structural partners in the nation’s socio-economic fabric.

Hisense SA draws a direct line between this philosophy and its operational model, asserting that the most powerful form of corporate social investment is not a donation. It’s a factory. It’s a learnership. It’s a locally manufactured product that carries the imprint of a young South African who, just twelve months prior, stood outside the formal economy and now participates meaningfully within it.

“The language of ‘giving back’ implies that a corporation has taken something from a community and is now returning a fraction of it,” said Luna Nortje, Deputy General Manager at Hisense SA.  “We reject that framing entirely. What we are doing in Hisense’s local manufacturing facility in Atlantis, what we are doing through our skills development programmes, and what we’re doing through our product innovation is not giving back. It’s investing in the future, building the socio-economic architecture of a nation that deserves to be constructed with the same precision and ambition we bring to our manufacturing lines.”

The Global Context: A Sustainability Lighthouse in a World of Competing Priorities

Hisense’s local position is not isolated. It is the South African expression of a global doctrine, already tested and recognised at the highest levels of industrial credibility.In 2025, the World Economic Forum designated Hisense Hitachi’s Huangdao facility as the world’s first Sustainability Lighthouse in the Variable Refrigerant Flow sector, recognising its ability to integrate advanced technology with financial and environmental performance at scale. This was followed by the Qingdao Visual Technology facility being named a Customer Centricity Lighthouse, the first and only of its kind in the global television industry. These aren’t just symbolic accolades, but independent validation of an operational model that delivers on sustainable industrial transformation.

That model extends beyond manufacturing. Following its 2024 Carbon Neutrality White Paper, Hisense committed to full operational carbon neutrality by 2050 through its Hi GREEN Action Plan, spanning manufacturing, product design and supply chains. The principle is straightforward. Sustainability must be engineered into the system, not applied to it.

It is in the intersection of this global ambition and South Africa’s local reality that the strategy becomes most relevant. Carbon neutrality by 2050 defines a global horizon. Meaningful economic opportunity in Atlantis defines an immediate one. Hisense’s position is that these are not competing priorities, but the same mandate expressed at different scales.

As an Official Sponsor of the FIFA World Cup 2026, Hisense extends this thinking onto a global platform. In South Africa, where football holds deep cultural significance and youth unemployment remains a defining challenge, this convergence of global reach and local investment becomes a meaningful form of socio-economic infrastructure.

Taken together, these markers point to a clear trajectory. Hisense is not positioning itself as a company that speaks about sustainability, but as one that has embedded it into how they operate. 

The Product Integration: Real Impact, Tangible Choices

The philosophy of Active Integration doesn’t terminate at the factory gate. It travels with every product that leaves the Atlantis facility and arrives in a South African home.

Hisense’s latest UR9 Series TVs and Eco-care appliances are designed to embody this philosophy in a form that is tangible to the consumer. The UR9 series introduces solar-powered remote controls, eliminating the need for disposable batteries and reducing household waste in a meaningful, everyday way. Adaptive Light Sensor technology and intelligent energy-saving modes further reduce electricity consumption, addressing a critical consideration in a country where energy costs remain a significant burden for households across the income spectrum.

Beyond the product itself, Hisense’s Eco-care packaging utilises FSC®100% certified wood and fibre materials, sourced exclusively from responsibly managed forests. This commitment to responsible sourcing extends the sustainability value chain from the factory floor to the consumer’s living room, ensuring that the act of purchasing a Hisense product is, in itself, a participation in a more sustainable economy.

These are not simply marketing features. They are the natural outcome of a company that has embedded environmental responsibility into every layer of its operations at an institutional level. When a South African consumer purchases a Hisense UR9 Series television, they are not simply acquiring a screen. They are participating in a value chain that begins with WEF recognised sustainable manufacturing, is carried through a locally operated facility employing over a thousand South Africans, and arrives in their home in packaging certified to some of the world’s most rigorous forest stewardship standards.

“At a time when global supply chains are under strain, and local industries face intensifying competition, the case for investing in South African manufacturing has never been more urgent,” Nortje concluded. “Hisense South Africa remains committed to deepening local production, ensuring that South Africans not only have access to world-class technology, but the opportunity to help manufacture it. We don’t simply operate in South Africa. We are invested in its future in every sense.”

The era of passive philanthropy is over. The age of industrial patriotism has begun.

The post From performative to structural: how Hisense SA is redefining corporate responsibility as the architecture of national sovereignty appeared first on Tech Scene ZA.

Football has long held a unique place in South African culture, from packed stadiums and kasi tournaments to families gathering around the TV for the world’s biggest matches. As anticipation builds for the FIFA World Cup 2026TM, Hisense South Africa has released a new television commercial celebrating the emotional power of the beautiful game and the moments that unite fans across generations.

From grassroots pitches to living rooms filled with anticipation, the TVC captures moments of joy, resilience, and unity, showing how football creates emotional bonds that transcend age, culture, and geography.

Hisense South Africa’s commitment to football reaches far beyond the pitch, extending into the heart of local communities and the dreams of young fans across the country. Over the past year, the brand has played an active role in supporting football-focused community initiatives that create access, spark inspiration, and bring the excitement of the beautiful game closer to the next generation. From its support of community-driven football development programmes to its collaboration with the Pitso Mosimane Youth Football initiative, Hisense continues to help nurture a deeper love for football at grassroots level. Looking ahead, upcoming football kit donations and fan park experiences will further build on this commitment, giving young South Africans even more opportunities to feel part of the global football celebration and experience the magic of major tournaments firsthand.

Through these initiatives, Hisense hopes to play a meaningful role in growing South Africa’s football culture at every level (from township pitches and school grounds to the world’s biggest stages), helping young fans see that their passion for the game belongs in every arena.

By expanding the narrative from individual growth to collective experience, Hisense positions itself as more than a sponsor, an enabler of meaningful moments. Its RGB MiniLED technology brings this to life through “Natural and Real Color,” delivering ultra-high color gamut and precise reproduction so every moment feels vivid and true to the pitch.

Building on this commitment to authenticity and precision, Hisense will serve as the Official and Exclusive VAR Review TV Provider for the FIFA World Cup 2026^TM. In this role, Hisense has equipped the FIFA World Cup Video Operation Room (VOR) with advanced RGB MiniLED displays, enabling video assistant referees to review match footage with clarity, accuracy, and true-to-life color detail. 

Hisense has a long history of celebrating the “beautiful game,” having been a global sponsor of multiple FIFA World Cups^TM, a partner of three UEFA European Championships, and an Official Partner of the FIFA Club World Cup 2025^TM, with a continued presence at the FIFA World Cup 2026^TM. This ongoing collaboration underscores how Hisense’s innovations bring fans closer to the action, elevating both the spectacle and the emotion of the sport worldwide.

“Football is one of the few things that can unite entire communities in a single moment;  whether it’s in a stadium, at a local tavern, or in a family living room,” says Luna Nortje, Deputy General Manager for Hisense South Africa. “For us, this campaign is about more than technology. It’s about helping South Africans experience every moment, emotion, and atmosphere of the game in the most immersive way possible.”

With this FIFA World Cup 2026^TM TVC, Hisense continues to transform global attention into emotional connection, uniting audiences through football and inspiring brighter lives.

The post Hisense Kicks Off FIFA World Cup 2026TM Campaign, Bringing Fans Closer Through the Innovation of a Brighter Life appeared first on Tech Scene ZA.