HONOR has marked a significant milestone with its first year back in Indonesia, showcasing ambitious innovations in AI and a bold expansion strategy. After a hiatus since 2019, the brand returned in early 2025, determined to establish a long-term presence in this growing market. Indonesia’s booming economy offered the ideal backdrop for HONOR’s resurgence and global expansion ambitions.
The company’s internal data revealed a striking turnaround: by late 2024, HONOR’s global sales had already surpassed 50% compared to previous years. This strong foundation allowed HONOR Indonesia to partner with Erajaya Group, strengthening distribution and marketing networks. This partnership demonstrated HONOR’s serious commitment to competing at a high level rather than merely testing the waters.
Strategic Product Launches and AI Integration
HONOR Indonesia made a powerful statement in February 2025 by unveiling eight devices in a single event in Jakarta. This launch went beyond smartphones, introducing a connected ecosystem that included laptops, tablets, TWS earphones, and wearables. This comprehensive approach signaled HONOR’s intent to deliver an integrated experience, not just isolated products.
A central pillar of HONOR’s strategy has been incorporating artificial intelligence to enhance user experiences. Flagship devices like the Magic V3 and its supporting gadgets integrate AI deeply, fostering seamless transitions across work, entertainment, and lifestyle scenarios. The adoption of AI-powered features such as Magic Portal and compatibility with the Google ecosystem has positioned HONOR as a forward-thinking innovator in the evolving gadget market.
Expanding Customer Trust through Accessibility and Service
Understanding that consumer trust hinges on quality after-sales service, HONOR Indonesia concentrated heavily on building an accessible support network. Transparency initiatives, such as inviting Indonesian tech journalists to their R&D facilities in Shenzhen, fostered public confidence in HONOR’s global standards.
By mid-2025, HONOR had established eight service centers and launched its first HONOR Experience Store in Gandaria City, followed by additional outlets in Bintaro, Cibinong, and Emporium Pluit Mall. Today, the brand boasts 12 official service locations nationwide. These centers serve as hubs where customers can try products firsthand and access expert support, reinforcing HONOR’s commitment to customer satisfaction.
AI as a Cornerstone of Innovation
The year 2025 has been dubbed a pivotal era for AI, and HONOR leveraged this momentum with product releases tailored for tech-savvy younger users. The HONOR 400 Series, launched in July, features breakthrough AI capabilities like AI Image to Video powered by Google Veo 2. This feature transforms still photos into dynamic videos, bringing a fresh dimension to mobile storytelling.
Additionally, the HONOR 400 Lite introduced an AI Button offering quick access to the camera and Google Lens, reflecting a deep understanding of how emerging generations engage with their devices. By September, HONOR expanded its AI-linked ecosystem through the All-Scenario strategy, integrating devices such as the HONOR Pad 10, Pad X9a, and the latest Watch Fit via HONOR Connect. This interconnected ecosystem exemplifies the brand’s vision for seamless device synergy.
Market Performance and Future Prospects
While HONOR’s growth trajectory in Indonesia is impressive, the local market remains dominated by established players with extensive grassroots distribution. According to Counterpoint Research Q3 2025 data, these incumbents still hold a majority share. Globally, however, HONOR has reported a 33% year-over-year growth, underscoring the impact of its strategic direction.
In Southeast Asia, Omdia Q2 2025 data highlighted a 121% increase in HONOR shipments, placing the brand among the top eight with a 5% market share and over 1 million units shipped in a single quarter. This surge largely stems from targeting the mid-premium segment, which offers healthier profit margins and sustainable business models.
Although HONOR has yet to break into the top five in Indonesia, it has laid the groundwork with strong distribution channels, a diversifying product ecosystem, solid AI integration, and confident after-sales support. This year-long comeback has demonstrated how a carefully calibrated strategy, combined with innovation and swift execution, can reshape market competition.
HONOR Indonesia’s remarkable first year marks not just a return, but the beginning of an influential chapter. Its determined expansion, AI-powered product line, and customer-focused service approach suggest that this tech brand is poised to be a major player in Indonesia’s technology landscape moving forward.
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