Chinese color measurement specialist 3nh (Guangdong Threenh Technology Co., Ltd.) is accelerating its global expansion with a formal entry into Japan, one of the world’s most demanding markets for industrial precision and quality control. The company has launched a fully localized Japanese website, marking a significant milestone in its overseas strategy—and signaling growing confidence in the global competitiveness of Chinese-made measurement technology.

The move follows a breakout year for 3nh. In 2025, sales of its flagship NH310 colorimeter surpassed 100,000 units worldwide, a rare feat in a category long dominated by established international brands. For the company—and for China’s precision instrumentation sector more broadly—the milestone represents a clear shift in market dynamics.

Why Japan Matters for 3nh

Japan is not an easy market to crack. Its manufacturing sectors—from automotive and electronics to textiles and coatings—are known for uncompromising standards, rigorous certification requirements, and deep loyalty to incumbent suppliers.

That makes 3nh’s entry notable.

“Entering the Japanese market is a key milestone in our international development strategy,” said Miss Liu, Deputy General Manager of 3nh. “Japan’s focus on quality control and technological innovation aligns closely with our core values of precision, reliability, and continuous improvement.”

Rather than testing the waters quietly, 3nh is making a deliberate push. The newly launched Japanese-language website is designed specifically for local users, with fully localized content, navigation, and support information. It provides detailed coverage of 3nh’s product range—colorimeters, spectrophotometers, light booths, and quality control solutions—along with industry-specific application cases across textiles, food, plastics, automotive, printing, and cosmetics.

The goal is simple: remove friction for Japanese buyers and present 3nh not as a low-cost alternative, but as a serious, technically credible partner.

A Breakout Year for Color Measurement

The Japan expansion builds on momentum generated in 2025, when 3nh made major strides in both product development and commercial scale.

The standout achievement was the NH310 colorimeter surpassing 100,000 units sold globally, propelling it to the top of global sales rankings in its category. In an industry historically controlled by European and Japanese brands, that figure represents more than volume—it signals trust.

The company also introduced multiple new color measurement instruments during the year, alongside continued investment in next-generation color measurement technologies. Collectively, these advances helped position 3nh as a credible challenger in a market where precision, repeatability, and long-term stability are non-negotiable.

Localized Strategy, Global Ambition

Japan is just the first step in a broader localization push planned for 2026. According to the company, 3nh intends to expand regional services by:

• Establishing offices in key markets including Japan, South Korea, the UK, Germany, and Italy

• Expanding local agent and distributor networks

• Organizing offline color measurement technology training sessions to support industrial users

To support the Japanese market specifically, 3nh has already conducted extensive research into local regulations, industry norms, and customer expectations. A dedicated team has been formed to handle sales consultation, technical support, and after-sales service in Japanese.

Future plans include partnerships with local distributors and participation in Japanese industry exhibitions—critical channels for credibility in the country’s manufacturing ecosystem.

Inside 3nh’s Core Measurement Technology

Behind the expansion is a deep technology stack built on optics and color science. 3nh is a national high-tech enterprise with more than 100 technical patents, serving customers in over 60 countries and regions.

Its product portfolio spans spectrophotometers, gloss meters, and coating thickness gauges, widely used in automotive, electronics, textiles, and industrial manufacturing.

Key technical strengths include:

• Multi-angle color measurement:
  Instruments like the Cooltai MS3012 support up to 12 measurement angles, including critical automotive angles such as 45as-15° and 15as-45°. The system complies with standards like ASTM D2244 and ISO 7724, delivering repeatability as tight as ΔEab ≤ 0.02—essential for metallic and pearlescent coatings.

• High-precision sensor design:
  Devices such as the Taishuang TS7700 use dual-array silicon optical sensors and a dual optical path to collect SCI and SCE data simultaneously. This improves data consistency, with repeatability errors of ΔEab ≤ 0.03.

• Industrial adaptability:
  3nh instruments are built with industrial-grade MCUs, shock-resistant designs, and operating ranges from -10°C to 50°C, allowing stable performance in harsh production environments.

Innovations such as simultaneous multi-angle measurement, ETC real-time calibration, and automotive-specific light source libraries further differentiate the platform. Built-in standard whiteboards ensure long-term calibration stability, with traceability to national metrology institutes.

Challenging a Long-Standing Status Quo

For decades, global color and appearance measurement has been dominated by a small group of international brands. 3nh’s rapid rise—and now its expansion into Japan—suggests that balance is beginning to shift.

The combination of competitive pricing, expanding technical depth, and aggressive localization is allowing the company to compete not just on cost, but on capability and reliability.

If adoption in Japan follows the trajectory seen in other regions, 3nh could further redefine perceptions of where high-precision industrial measurement technology comes from.

For now, the company is focused on execution. But the signal is clear: 3nh is no longer content to be a regional success story—it’s aiming to be a global standard.

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