Haier, a global name in household appliances, today announced a strategic partnership with KEF, the audio technology brand. Haier and KEF will jointly engineer the audio systems for Haier’s latest Mini LED and QLED TV models, including the Haier TV M96, M92, M80 and S90 series. These models will be launched throughout 2025, covering key markets such as India, Pakistan, Bangladesh, Indonesia, Malaysia, the Philippines, Thailand, Vietnam, Spain, Saudi Arabia and Egypt. No announcement has been made to when to collaboration will be rolled out to the European and North American markets.
Under this partnership, the sound systems of these Mini LED and QLED TV series are co-designed by Haier and KEF and have been tuned by the same KEF engineering team responsible for KEF’s flagship loudspeakers, including Blade and Reference.
The Haier M96 series of 4K QD-Mini LED TVs, the flagship model for 2025, made its debut at the 2025 Australian Open earlier this year. Its enhanced visual and audio capabilities captivated millions of tennis enthusiasts at Melbourne Park and central Melbourne through Haier TV’s fan engagement booths and activities. Benefiting from KEF’s expert tuning, the M96 series boasts a 2.2.2-channel audio system for the 75-inch and 85-inch models, and an impressive 6.2.2-channel system for the 100-inch model.
The Haier M80 series of 4K Mini LED TVs, available in multiple sizes—85, 75, 65, and 55 inches, officially launched in India in April and is scheduled to roll out across key markets in the coming months.
“We are honored to partner with KEF on a global scale,” said Junguang Liu, Vice President of Haier Smart Home, General Manager of Audio-Visual BU. “This collaboration seamlessly merges our smart home expertise with KEF’s renowned audio technology, delivering an immersive and high-quality sound experience. Together, we are bringing next-level home entertainment to our consumers worldwide.”
Grace Lo, president and head of global marketing at KEF, commented, “we are delighted with our partnership with Haier TV. By combining KEF’s acoustic technology with Haier TV’s innovative capabilities in the field of home appliances, we are poised to provide users with a new immersive audio-visual experience with their latest TVs. We look forward to collaborating on more breakthrough audio-visual products together in the near future.”