A. M. 
HONOR is the fastest-growing smartphone manufacturer in international markets through 2025, with a 55% expansion in shipments during the first three quarters of the year, according to an Omdia report. This performance positions the company as the growth leader among the top 10 global vendors, driven by a clear strategy: making international markets central pillars of its operations, with Latin America being a key focus.
This expansion represents a significant structural transformation for HONOR: at the beginning of 2021, shipments in international markets represented less than 10% of the company’s global volume, and by the third quarter of 2025, this figure had increased to almost 50%, marking a clear turning point in the evolution of the business.
Global expansion with a differentiated strategic approach by region
HONOR’s international expansion encompasses multiple strategic regions with differentiated approaches. While in Europe, the company maintains a position among the top five manufacturers in key markets thanks to products like the HONOR Magic V5, the Middle East and Africa saw its strongest growth in 2025, with expansions of up to 252%. Southeast Asia represents its next growth frontier, where the company has begun investing in local manufacturing to improve its regional responsiveness, alongside flagship stores and the expansion of service centers.
Latin America, meanwhile, has consolidated its position as HONOR’s largest international market globally, surpassing other strategic regions to become one of the brand’s main strongholds outside of China.
Omdia’s data reveals exponential growth in key Latin American markets: Brazil leads with an impressive 478% year-over-year growth, followed by the Caribbean with 122%, Ecuador with 89%, and Central America with 48%.
These results have allowed HONOR to achieve clear leadership positions: it currently holds second place in Central America with a 20% market share and third place in Peru with a 21% share.
Mexico, one of the brand’s most important markets in the region, maintains an 8% market share, positioning HONOR as the fifth most relevant manufacturer in the country.
Three strategic pillars differentiate HONOR from the competition.
The secret behind HONOR’s success is a strategy that, unlike other competitors focused on increasing their market share in the entry-level price range, has concentrated on winning over users in the mid-to-premium segment, between $300 and $499. Currently, 23% of its shipments in international markets are concentrated in this segment, the highest proportion among major chinese vendors, according to an Omdia report.
HONOR’s strategy is based on three main approaches:
1. Strategic alliances with carriers and premium retailers: deep relationships to leverage the market structure in Latin America. This provides operational certainty and support for further expansion.
2. Products designed for local consumers: features such as durability, battery life, and resilience have become the attributes that distinguish the company’s devices and directly address the needs identified among Latin American users.
3. Democratization of Artificial Intelligence: One of HONOR’s main objectives is to make AI accessible to all users, through education on AI functions, demonstrations in stores and retailers, as well as the integration of multiple AI-powered tools, to transform the perception of value of HONOR devices.
HONOR Magic8 Series: The realization of a premium AI strategy
The Omdia report supports HONOR’s next steps in the region. To solidify its position in the sector, the company is preparing to launch the HONOR Magic8 Series in Latin America with the HONOR Magic8 Lite and HONOR Magic8 Pro. These devices embody the company’s focus on democratizing AI, durability, and large batteries in the region, offering advanced photographic capabilities and extended battery life, as well as distinguishing by their exceptional resistance and durability.
This move will allow the company to capitalize on the current momentum the brand has achieved with its devices, reinforce its premium positioning, and realize its intention to bring cutting-edge technology to all consumers in the region.
Structural opportunities for sustained growth
Omdia also reveals upcoming niche opportunities for HONOR driven by regional factors, such as the 2026 FIFA World Cup, which will lead to increased consumer demand and provide HONOR with a favorable environment to consolidate its presence in the region and advance its gradual transition to a higher-end product line.
HONOR Magic8 Series: The realization of a premium AI strategy
“Latin America is not just a high-volume market for HONOR; it is the heart of our global international expansion strategy”, commented David Moheno, Director of Communications and Public Relations for HONOR LATAM. “The results speak for themselves: we have grown 55% internationally, making us the fastest-growing manufacturer among the top 10 global brands, and LATAM is leading this momentum. With the arrival of the HONOR Magic8 Lite and HONOR Magic8 Pro, we are fulfilling our commitment to bringing flagship innovation and accessible AI to millions of users who trust us for our durability, battery life, and technological excellence”.
Data from Omdia confirms that HONOR’s strategy in international markets is delivering results: 55% growth, leading positions in multiple countries, and the strongest momentum among major global manufacturers—a market in which Latin America will continue to be the company’s largest international market by volume.
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