China’s Huawei to roll out new smartphone brand Osta, 6 years after giving up Honor
Huawei Technologies is preparing to launch a new smartphone brand, doubling down on its hard-won domestic comeback six years after spinning off budget marque Honor under the weight of US sanctions. Richard Yu Chengdong, chairman of Huawei’s Consumer Business Group, confirmed in a social media post on Wednesday that the company would officially debut Osta, known as “Xingmang” in Chinese, on…
China's Huawei is set to unveil a new smartphone brand called Osta, six years after discontinuing its budget-oriented Honor line due to US sanctions. Richard Yu, chairman of Huawei's Consumer Business Group, announced the brand's official debut on November 20 via a social media post. The announcement coincides with Huawei's upcoming electric vehicle releases.
The brand's first device, the Osta O1 Pro, bears a resemblance to the company's flagship Pura X View smartphone. This marks Huawei's first major sub-brand launch since selling Honor to a consortium of agents and dealers in late 2020 to bypass US trade sanctions. Since then, Huawei has rebounded in China's smartphone market, capturing a 21.3% share in Q3 2026, surpassing Apple and local competitors.
Huawei is also expanding its focus to artificial intelligence infrastructure, developing a magneto-electric storage system for enterprise workloads, which promises to be a cost-effective and high-performance alternative to traditional hard disk drives.
Written by urgent.news from SCMP Tech's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
