Huawei may be preparing a new smartphone sub-brand called Xingmang, according to a report attributed to leakster Dingjiao Digital and later published by CNMO. The Chinese name, written as 星芒, means “starlight.” Huawei is expected to introduce the brand later this month, although its product range, availability and international name remain unclear.

The reported move would give Huawei a new brand structure several years after Honor was separated from the company. Honor began as a Huawei phone line before becoming a standalone business, while Huawei continued developing its own HarmonyOS software and Kirin processors under US trade restrictions.

What Xingmang phones may offer

According to the report, Xingmang phones will use Kirin 8-series chipsets. That positioning suggests the devices will target the mid-range segment rather than compete directly with Huawei’s premium Pura and Mate models.

The phones are also expected to run HarmonyOS. Huawei remains on the US Entity List and therefore has access to the Android Open Source Project, but not Google Play Services. As a result, a new Huawei-controlled brand would follow the company’s existing software strategy instead of offering Google’s mobile services.

The rumored phones may omit higher-end features such as satellite connectivity. They are expected to retain XMAGE, Huawei’s own imaging technology brand, which the company introduced after ending its partnership with Leica.

How the new brand could fit Huawei’s lineup

Details about Xingmang are limited, including whether it will be used exclusively for smartphones. The branding could reportedly extend to other products, although no specific devices have been identified.

Huawei’s flagship Pura and Mate families are expected to remain under the main Huawei name. The more uncertain question concerns the company’s existing mid-range and entry-level lines, including nova and Enjoy. Huawei could use Xingmang to reorganize those products, but the available report does not confirm whether either lineup will be replaced or renamed.

Will Xingmang launch outside China?

There is no confirmation that Xingmang phones will be sold globally. Even if Huawei expands the brand internationally, it may choose a different name. The company’s own branding history provides a precedent: Honor was known as “Glory” in Chinese, despite using Honor as its international name.

For now, Xingmang remains an unconfirmed Huawei sub-brand. If the reported launch takes place later this month, Huawei may clarify its target customers, device lineup and relationship with the company’s existing phone families at that time.