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March 17, 2016

HONOR Striking a Chord with Millennials at SXSW


Digital-first brand presents concert with Amazon Prime Music and kicks off U.S. consumer efforts.

[Austin, TX, March 17, 2016] – HONOR, a leading smartphone e-brand, took another significant step in its U.S. consumer strategy, working with online retailer Amazon. Today at South by Southwest (SXSW), Amazon Prime Music and HONOR will host HONOR 5X. and Prime Music Present: SXSW Acoustic Daybreak, a concert showcasing five exciting artists.

HONOR, a successful global brand, was introduced to the U.S. market at the International Consumer Electronics Show 2016 (CES) along with its HONOR 5X, a device that gives millennials all the essentials they need in a smartphone. The 5X’s sleek metal styling,next-generation fingerprint scanner and sub-$200 USD price point earned it numerous awards at CES. Since then, the device has seen rapid uptake, topping Amazon’s hot new releases list and becoming a best seller in the U.S. market.

Globally, HONOR has expanded to 74 countries in just over two years, and last year shipped over 40 million smartphone units. As a brand created to meet the needs of the millennial generation, HONOR brings cutting edge technology, great user experiences, and partnerships from around the world in order to offer superior mobile-Internet experiences to its customers.

“We believe millennials advance culture because they know how to navigate a world where anything they say can be everywhere, instantly,” said Joanna Xu, Global Director of HONOR Brand Management. “Because of this, millennials have the potential to impact the world. We celebrate their power and potential by putting technology in their hands that inspires creativity and gives them the capability to explore the power of their influence.”

Leveraging millennials’ interests in music, sport, and technology, HONOR’s global marketing strategy provides a platform that helps millennials go forth and pursue their ambitions. Understanding and respecting cultural differences, HONOR is focused on making these efforts work through local collaborations, including here in the United States.

“Amazon and HONOR have been working together globally for a long time, actively looking to bring more value to our U.S. audience,” said Emily Yang, Director of HONOR Overseas Marketing. “Music is central to our customers’ lives, making Amazon Prime Music and SXSW a natural fit for HONOR. Like all our strategic collaborations, our goal is to create a rich ecosystem of superior mobile-internet experiences for millennials.”

In addition to the live performance of HONOR 5X and Prime Music Present: SXSW Acoustic Daybreak Showcase, the concert will also be streamed live starting at 10am CT (8am PT/11am ET) and available to everyone on

For today, March 17 only, Amazon customers purchasing HONOR 5X will also receive a free music package, including a $5 value Amazon Music Credit and a pair of HONOR engine earphones valued at $19.99 USD. To purchase the HONOR 5X on Amazon visit:

The latest news and updates, direct from HONOR.
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