Global technology company HONOR is celebrating its 5th anniversary, marking a period of significant growth and innovation in the Middle East and Africa (MEA) region. The company has rapidly transitioned from a challenger brand to a leading player in the HONOR smartphone market, focusing on AI-driven devices and a user-centric approach. Throughout its five years, HONOR has demonstrated a commitment to expanding both its product offerings and its regional presence.
Since separating from Huawei in 2020, HONOR has strategically rebuilt its brand and supply chains, focusing on independent innovation. This has resulted in substantial growth, particularly in emerging markets like the MEA region. The company’s success demonstrates a growing demand for affordable and innovative technology in the area.
Rapid Expansion of HONOR’s Market Share in MEA
HONOR has experienced exceptional growth in the MEA region over the past four years. Smartphone shipments have increased nearly 30-fold from 2021 to 2025, illustrating a substantial capture of market share. Tablet shipments have seen even more dramatic gains, rising over 60 times during the same period. This surge in sales indicates strong consumer approval and effective regional strategies.
Geographic Reach and Retail Presence
The company’s footprint in the MEA region has expanded considerably, growing from availability in seven countries in 2021 to 24 countries by the end of 2025. This expansion emphasizes HONOR’s commitment to accessibility and building relationships with local communities. Supporting this growth, HONOR is actively establishing a physical presence with HONOR Experience Stores, aiming for 47 stores by the end of 2025, with 10 currently under development.
Regional Partnerships and Community Engagement
Beyond product sales, HONOR has actively engaged with the MEA region through strategic partnerships and sponsorships. In 2021, the launch of the HONOR 50 showcased advanced features to regional consumers, followed by the opening of the first HONOR Experience Store in the Middle East in 2023. The company has also participated in prominent tech events such as LEAP in Riyadh and GITEX GLOBAL in Dubai, highlighting its advancements in artificial intelligence and connected ecosystems.
In South Africa, HONOR’s involvement extended to sports sponsorships, becoming the exclusive technology devices sponsor of the national men’s football team, Bafana Bafana, through a partnership with the South African Football Association (SAFA). This sponsorship aims to strengthen ties with local communities and leverage the popularity of football within the region. Additionally, HONOR partnered with Al Hilal SFC, a leading Saudi Arabian football club, furthering its engagement with fans across the region.
HONOR has also expanded its reach into the esports arena, becoming a partner at the Esports World Cup (EWC) in Riyadh, demonstrating its understanding of the growing digital entertainment market. This partnership aims to connect the brand with a new generation of gamers and tech enthusiasts.
Cultural Collaborations
HONOR has bridged technology with culture through a landmark partnership with Louvre Abu Dhabi, supporting the exhibition “Kings and Queens of Africa: Forms and Figures of Power”. This collaboration underscores HONOR’s belief in the shared innovative spirit of technology and the arts, fostering cross-cultural connections.
The HONOR Alpha Plan and Future Outlook
Looking forward, HONOR is charting its course with the HONOR Alpha Plan, a three-step strategy to evolve into a global AI device ecosystem company. The plan focuses on developing intelligent phones, building an open AI ecosystem through partnerships, and ultimately unlocking human potential through technology. This indicates a shift towards more integrated and intelligent devices beyond just smartphones.
As HONOR looks toward the future, the company’s success will likely depend on its ability to navigate the increasingly competitive global technology landscape and continue delivering innovative AI-powered device solutions. Ongoing geopolitical factors and supply chain dynamics remain potential challenges that will need to be addressed to achieve its long-term goals within the growing HONOR ecosystem.
The next phase for HONOR will involve scaling its AI ecosystem and fostering collaboration with global partners, a process expected to unfold throughout 2026 and beyond. The continued expansion of its retail footprint and strategic partnerships will also be key indicators of its future success.
