HONOR accelerates its overseas growth in 2025 and the Middle East region emerges as a key strategic driver of growth

• The company records the strongest external growth among the ten largest global smartphone manufacturers • The Middle East and Africa region becomes the main driver of additional growth for HONOR in 2025

Dubai, United Arab Emirates, January 26, 2026: HONOR, the world’s leading brand in devices powered by artificial intelligence, announced achieving strong and exceptional performance in its foreign markets during the year 2025, confirming the accelerating role of international markets as a basic and pivotal pillar of its global growth strategy. This performance reflects a fundamental and pioneering shift in the company’s global presence. According to the latest analyzes of the global research company Omdia, HONOR achieved annual growth in smartphone shipments outside China by about 55% during the first three quarters of 2025, thus recording the strongest external growth rate among the ten largest smartphone manufacturers in the world, in an achievement that reflects an exceptional shift in the company’s global business map. Foreign markets witnessed a qualitative shift in their importance, as their contribution rose from less than 10% of total global shipments in 2021 to approximately half of the current shipment volume. This transformation is a clear turning point in HONOR’s trajectory, as international operations have moved from a limited source of incremental growth to a major driver of expansion, geographic diversification, and enhanced long-term operational flexibility. Industry confidence in HONOR’s trajectory remains strong. In this context, Omdia analyst Lucas Chung said: “HONOR is likely to maintain its lead in overseas shipment growth until the end of the year.” A smart growth strategy driving HONOR’s global expansionHONOR’s expansion into overseas markets was based on a clear strategy focused on qualitative, value-based growth. At a time when many competing Chinese companies continue to focus on the lower price categories, HONOR paid special attention to the price category between 300 and 499 US dollars, which represented about 23% of its foreign shipments during the period from the first quarter to the third quarter of 2025, which is the highest percentage among the most prominent Chinese competing companies. This trend reflects HONOR’s keenness to build a strong brand, disciplined implementation across sales channels, and providing differentiated and innovative products. The company also strengthened its cooperation with branded retailers and key partners, and aligned its product development with the needs of local consumers, focusing on long battery life, durability, and pioneering artificial intelligence experiences specifically designed to meet the requirements of diverse international markets. The marketing strategy witnessed a remarkable development, as it moved from traditional campaigns based on raising awareness to relying more on live in-store displays and interactive experiences, which highlight the capabilities of artificial intelligence and transform innovation into tangible value for the consumer, which supports product adoption and contributes to Sustainably raise average selling prices. The Middle East and Africa are at the top of HONOR’s global expansion map Building on the region’s strong foundations, HONOR has continued to strengthen its presence in premium channels across the Middle East markets, by expanding its partnerships with telecom companies, national electronics retailers, and branded retailers, especially in key GCC markets. This channel-first approach increased brand visibility, maintained pricing discipline, and ensured consistent execution across the flagship and mid-range segments.

At the product portfolio level, HONOR has adopted the mid-range segment as a key driver of sales volume, while employing leading devices to enhance the brand’s image within high-end retail environments. Experiential in-store initiatives, including dedicated AI display areas and pioneering flagship stores, have also played a pivotal role in raising the level of consumer engagement and transforming technical excellence into tangible impact at the point of sale. As a result, HONOR achieved strong year-on-year shipment growth in a number of Middle East markets during the period from the first quarter to the third quarter of 2025, with remarkable performance in Iraq, Qatar and Kuwait, along with stable expansion in Saudi Arabia and the UAE, which confirms its strategic importance. The growing region within the company’s global expansion map. A balanced international presence strengthens HONOR’s position in the long term. Besides the Middle East, HONOR continues to implement a differentiated external strategy that balances size, value and long-term sustainability across various international markets. Europe is a key pillar in HONOR’s efforts to strengthen the upper segments, as the company maintained positions within the top five in key markets in Western Europe such as the United Kingdom and France, while the Magic V5 achieved second place in the book-style folding phone category in Western Europe. Continued investments in channel expansion and brand building in Central and Eastern Europe also contributed to the momentum, with shipments increasing by 15% during the period from the first quarter to the third quarter of 2025. As for Latin America, it continues to form the backbone of overseas shipment volumes, supported by strong alignment with telecom-led channel models in key markets such as Mexico and Central America. In Southeast Asia, the region is emerging as one of the most important future growth hubs, supported by the gradual expansion of local manufacturing and building commercial capabilities, along with increased Demand for flagship phones. As HONOR’s overseas business continues to expand in terms of size and value, its international operations are characterized by disciplined implementation, thoughtful local strategies, and a clear focus on distinct and sustainable growth, which puts the company in a strong position to maintain its momentum after 2025 and strengthen its position as a leading global brand and a strong competitor in the smartphone market.