The first public evidence has emerged online indicating that Huawei is preparing to launch a new sub-brand called OSTA, which will be known in the Chinese market as Xingmang (Starlight in English reading). According to available data, the company is forming an independent direction within its own ecosystem, and its appearance could become one of the notable events in the mobile industry at the end of 2026. While there are no official press releases from Huawei yet, preparation for the new brand's infrastructure can already be traced in open sources.
Confirmed Weibo Profile
A key argument supporting the reality of the project came from insider UniverseIce, who showcased the brand's profile on the Chinese social network Weibo. Screenshots reveal the OSTA logo and a confirmed official account dedicated to smartphones of the new direction. The presence of a verified corporate profile is a typical step before a public announcement, as companies prepare communication channels with audiences and media in advance. This suggests that the brand launch is not a rumor, but is in the final preparation stage.
Presentation Date and First Devices
According to preliminary information, the presentation of Huawei's new direction is expected on November 20, 2026. Simultaneously with the brand's introduction, the first devices in the lineup — the OSTA O1 and OSTA O1 Pro smartphones — are expected to be announced. Thus, the launch of the sub-brand and the release of its starting models are combined into a single event, which is typical for strategic announcements where a new brand immediately receives a concrete product «anchor».
Ecosystem Beyond Smartphones and Focus on Kirin
According to preliminary data, OSTA will not be limited to releasing smartphones. Under this brand, tablets, smartwatches, processors, and other electronic devices are planned to be offered in the future, meaning the brand is conceived as a full-fledged branch of the Huawei ecosystem. At the same time, the original source emphasizes an orientation toward the premium segment: models are expected to receive flagship characteristics, including proprietary Kirin ninth-series single-chip systems. This indicates that OSTA is designed to occupy the upper end of the market rather than duplicate budget lineups.
Strategy Modelled After Honor
In its intended role, the new direction resembles Honor during the period it belonged to Huawei: the brand is meant to expand the company's presence in various price categories and attract an additional audience. However, it is noted that sources differ in their assessment of price positioning: the original source emphasizes the premium segment with flagship chips, while several publications describe the new direction as an affordable lineup featuring smartphones running on the Kirin chip. There has been no official clarification from Huawei on this matter yet.
What Is Still Unknown
The official specifications of the first OSTA O1 and O1 Pro smartphones, as well as the detailed development strategy of the sub-brand, have not yet been disclosed. Until the presentation on November 20, 2026, a significant portion of the information remains insider-based and unconfirmed by corporate statements. Nevertheless, the appearance of a verified Weibo profile and logo makes the launch of OSTA a probable event worth following in the coming days.
