The launch of HONOR’s flagship HONOR 400 series in Türkiye brought together guests from across the Eurasian region. Among them were representatives from Kazakhstan — journalists, bloggers, and influencers — who were not only among the first to experience the new smartphones, but also had a chance to speak directly with Jason Liu, President of HONOR Eurasia.
We took this opportunity to dive deeper into the company’s strategic vision, its commitment to AI, its connection with young users, and why Kazakhstan is seen as a key digital market in the region.
Kazakhstan — A Market with Personality
— Given the growing interest in digital technologies in Kazakhstan, what specific initiatives does HONOR plan to launch in our market in the coming years?
Kazakhstan is one of the most rapidly evolving digital markets in our region. We see high youth mobility, progressive digital policies from the government, and a strong culture of social media engagement. All of this makes the country a top priority for us.
photo by Vlad Semenov/HONOR
Over the next few years, we aim to expand access to our flagship products — not just through traditional retail, but also via strategic partnerships with major online platforms and retailers. We also plan to introduce more mid-range and premium devices equipped with advanced AI features.
In Kazakhstan, we’re actively working with local creators. It’s important to us that content made using HONOR devices reflects the country’s culture, language, and style. We collaborate with local bloggers, artists, and photographers — and we’re proud to support original content created with our technology.
AI for Everyone — Not Just Tech Geeks
— HONOR has been developing its own AI capabilities and operating systems. Are there plans to expand your device ecosystem in Eurasia with a focus on everyday AI integration?
Absolutely. Earlier this year, HONOR launched its ambitious “Alpha Plan,” committing more than $10 billion to the development of AI over the next several years. But our goal isn’t just to “stuff” AI into products — it’s to make AI a seamless and helpful part of daily life. For example, our AI optimizes the user interface based on behavior, extends battery life, and improves photo quality — all without the user lifting a finger.
Very soon, we’ll begin rolling out an expanded AI ecosystem. Smartphones, laptops, smartwatches, earbuds, and tablets will all adapt to the user’s lifestyle. Eurasia — and Kazakhstan in particular — will be among the first markets to experience this innovation.
Youth as the Core: Being Relatable, Not Just Trendy
— In such a competitive smartphone market, how does HONOR plan to maintain brand uniqueness and connect with young people in Kazakhstan and across the region?
Youth are not just an important audience — they’re the very DNA of the HONOR brand. We don’t just create “products for everyone.” We build technology that helps people express themselves. Being unique means being relatable, honest, and close to your audience.
Young people today want meaning, interactivity, and personalization. Our approach is to speak their language — not lecture about tech specs. The rising demand for HONOR smartphones tells us that our message is being heard and embraced.
Global Vision, Local Soul
— What principles guide you when forming teams in different countries? How do you balance HONOR’s global strategy with local market realities?
One of our key principles is empowering local teams. We don’t manage everything top-down from headquarters. Every country has its own story, culture, values, and needs. In Kazakhstan, for example, respect, openness, and trust are deeply important — and we build teams that truly understand that from the inside.
Our regional leaders don’t just “implement” global decisions — they help shape them. That’s the balance: strategic goals are set globally, but how we achieve them is adapted locally. That kind of flexibility is the foundation for trust and long-term success.
Personal Inspiration: Making HONOR Part of Culture
— What personally inspires you in your work with HONOR? And do you have a personal goal you’d like to achieve in the Eurasian region?
What inspires me is that HONOR is more than just tech. It’s a platform for transformation. People are using our devices to make videos, launch startups, teach kids digital skills — and when I see that, I know we’re doing something meaningful.
My personal goal is to make HONOR not just a brand, but a cultural movement. I want to see Kazakh schoolkids using our solutions in AI hackathons, local artists creating digital art on our tablets, and Kazakh music recorded and shared through our devices. That’s what gives my work purpose.
An Inspiring Outlook
HONOR isn’t chasing rapid expansion — it’s investing in thoughtful, localized growth and real partnerships with users. And Kazakhstan holds a special place in that vision — with its vibrant youth, bold digital ambitions, and massive potential. If Jason Liu’s words are any indication, the most exciting chapter is just beginning.
