Huawei Builds a Second Phone Brand for AI

OSTA Xingmang launches on 20 November with a device already appearing in executives’ social posts.

Huawei’s new sub-brand OSTA Xingmang published its first content on 12 November 2026, a 45-second AI-themed teaser with no hardware shown, carrying the tagline “Come As You Are.” Richard Yu, chairman of the device business group, reposted it saying the brand would explore new AI possibilities, and his post carried the device tag “OSTA O1 Pro,” effectively confirming the first model. A launch event is set for 20 November. The brand is expected to be positioned as an AI phone priced below the flagship tier, with two models reported. The context matters: China’s phone shipments fell 15.4% year on year in the third quarter to 57.9 million units, so a sub-brand lets Huawei chase volume and run AI experiments without pulling down the Mate and Pura price bands.