On March 12, 2026, AWE2026 China Home Appliances & Consumer Electronics Expo kicked off in Shanghai. KOORUI, the trendy tech brand under HKC, made a high-profile appearance at JD.com’s core booth in Hall W1 with its first-ever TV product—the Rival Series S60, officially announcing its foray into the TV terminal market.
As a trendy tech brand meticulously built by HKC, KOORUI has achieved cumulative sales of over 2 million units in the global esports monitor sector, emerging as a popular rising star among young users. This time, KOORUI has precisely targeted the core needs of gamers and young families by launching the S60 Series, an entry-level MiniLED gaming TV. Leveraging HKC’s full-industry-chain advantages accumulated through years of deep cultivation in the semiconductor display field, and jointly customizing the JDOS 2.0 intelligent interaction system with JD.com, the brand has forged differentiated core competitiveness featuring "upgraded hardware + enhanced intelligence". This move accurately fills the experience gap in the entry-level MiniLED gaming TV market, offering users a new cost-effective choice for large-screen entertainment.
The KOORUI S60 Series achieves a comprehensive experience leap through the synergy of dual technologies.
On the hardware side: Equipped with HKC’s self-developed Moyao Floating Screen Pro, it delivers 4K ultra-high definition and a blazing 330Hz refresh rate, breaking the image quality bottleneck of entry-level TVs. Users can easily enjoy the visual and gaming experience of high-end large screens at a cost-effective price.
On the system side: Powered by the JDOS 2.0 intelligent interaction system, centered on "minimalist interaction, no boot ads, and zero-level content access", it is equipped with the industry’s first AI voice life intelligent agent. Based on the JoyAI large model, it enables full-scenario intelligent services including food delivery, shopping, and medical consultation, upgrading the TV from an audio-visual terminal to a home AI smart assistant.
In addition, the series fully complies with the Gaming TV 3.0 standard, fully satisfying the esports needs of professional gamers and highlighting KOORUI’s "tech & trendy play" product DNA.
This in-depth cooperation between KOORUI and JD.com is a powerful alliance between HKC’s full-industry-chain advantages in semiconductor display and JD.com’s OS ecosystem and channel service strengths. It also embodies the two parties’ practice of the "user-centric" philosophy.
With its full-industry-chain layout from panel R&D and production to terminal manufacturing, HKC provides solid cost control and quality assurance for products. Relying on its extensive channel coverage, cutting-edge intelligent technologies and comprehensive service system, JD.com has built a full-link experience closed loop from products to users.
Joining forces, the two sides will promote the transformation of the entry-level MiniLED gaming TV market from "price competition" to "value competition", fueling the high-quality development of the industry.
Furthermore, the KOORUI S60 Series will cover a full size range of 65/75/85/100 inches and will be exclusively launched on JD.com’s self-operated channels in the near future. As a new entrant in the TV terminal market, KOORUI will always rely on HKC’s technological accumulation and full-industry-chain strength, adhere to the philosophy of "Accessible Technology, Trendy Play On the Go". With precise user positioning and superior product experience, it will inject new vitality into the fiercely competitive stock TV market, strive to become the top entry-level MiniLED gaming big-screen brand for young users, and continuously create more valuable large-screen entertainment experiences for consumers.
