HUAWEI to launch Osta smartphone sub-brand on November 20

Six years after selling HONOR to a consortium, HUAWEI has confirmed that it will soon launch a new smartphone brand.

Image from Weibo

HUAWEI is launching Osta on November 20

Known as "Xingmang" in China, which translates to "Starlight" in English, the brand will be marketed globally as Osta and is set to debut on November 20, 2026.

The announcement will coincide with HUAWEI's latest EV launches. HUAWEI Consumer Business Group chairman Richard Yu's Weibo post was notably sent from an "Osta O1 Pro," believed to be the brand's first smartphone.

Image from Weibo

Online leaks suggest the device will feature a widescreen form factor and a display similar to HUAWEI's flagship Pura X View.

South China Morning Post (SCMP) reported that HUAWEI has steadily recovered its smartphone business since the launch of the Mate 60 Pro in 2023, recently reclaiming the top spot in China's smartphone market.

The company is also reportedly expanding its AI ambitions with a new enterprise-focused magneto-electric storage (MES) system designed for warm and cold data workloads.

Via: SCMP