Founded by Lei Jun in 2010, Xiaomi prides itself on its “ecosystem” strategy -- selling not just smartphones but also a variety of gadgets and household products. It began expanding into western Europe in 2017.
China might not care much about Star Wars, but that’s not stopping a Xiaomi-backed wearables maker from introducing a smartwatch designed for a galaxy far, far away.
Huami announced a special edition of its Amazfit Stratos 3 smartwatch. It has custom watch faces featuring Darth Vadar and Luke Skywalker. The watch strap also features text saying “train you must” and “Vader is my motivator.”
In China, Star Wars is far from the cultural phenomenon it is in the West. Star Wars films make only a fraction of what films in the Marvel Cinematic Universe pull in at China’s box office. Some say it’s because the franchise debuted in the 1970s, when Hollywood movies were rarely screened in China.