HONOR launches its first overseas Alpha Store in Bangkok, Thailand

HONOR opened its flagship “Alpha Store” on the second floor of The Mall Life Store in Bang Kapi, Bangkok, on 24 July 2026. The store is the brand’s first retail outlet outside China and showcases a full AI ecosystem, featuring smartphones, tablets, AIoT devices and the debut of the HONOR Robot Phone.

The opening was attended by regional CEO George Jing, Chief Operating Officer Edward Liu of New Legend Industrial, and Business CEO Narong Srisawat of COMseven. They highlighted Thailand as a strategic market, noting a 75 % year‑on‑year increase in HONOR smartphone shipments and a 116 % rise in tablet shipments in the first half of 2026, making HONOR one of the fastest‑growing brands in the country. The store aims to deepen consumer engagement through hands‑on AI experiences and premium after‑sales support.