Preorders for Nojima’s Elsonic brand of TVs start at ¥53,800 (US$474) for a 49-inch 4K unit and will be available in November 2017. Similarly, Don Quijote tested the market by rolling out 3,000 units of its new 50-inch set for ¥54,800 (US$482), which were quickly sold out in June. These prices are a lot lower than the average retail price of 4K TVs from well known-brands at ¥141,000 (US$1,242) in September 2017.
According to the Japanese Electronics and Information Technology Industries Association (JEITA), the 4K TV market could reach 5.25 million units in 2020, 400% more than figures in 2016. This could potentially give 4K TV a market share rise to 60%, from 25%.