HONOR is making moves. With a growing presence in South Africa and across the continent, the global smart device brand is positioning itself as more than just a tech company. For Fred Zhou, CEO of HONOR South Africa, innovation is only part of the story. In a candid conversation with Men’s Health, Zhou explains how HONOR is creating impact through local partnerships, skills development and accessible AI. He also unpacks the brand’s bold appearance at this year’s Durban July with Afrotainment, where lifestyle and technology came together in standout style.
Making AI Accessible to Everyone
Innovation is part of HONOR’s DNA. But Zhou is aware that South African consumers are price-conscious. “People here want the best tech, but it needs to be affordable,” he says.
At the World Congress, HONOR announced a major move: a five-year, $10 million investment to develop its open AI platform and ecosystem. This strategy is designed to bring artificial intelligence to every product tier. “AI should not be limited to flagship models,” Zhou says. “Whether it’s a premium phone or an entry-level device, we want every consumer to experience AI innovation.”
Expanding Across Africa, Responsibly
From Egypt to Mozambique, HONOR is growing its African footprint. But it’s not about copy-pasting one solution across different countries. “We’re entering around ten new markets this year,” Zhou says. “And in each one, we tailor our approach. We offer different product ranges to suit different needs.” The goal is to create scalable tech that supports Africa’s digital transformation. For Zhou, this means designing devices and ecosystems that match the pace and potential of the continent.
Durban July, Reinvented With Style and Innovation
This year, HONOR made a stylish entrance at the 2025 Durban July in collaboration with DJ Tira’s Afrotainment Marquee. The partnership brought together fashion, culture and next-gen tech in one premium experience zone. “The Durban July is not just a horse race. It’s a celebration of lifestyle and creativity,” Zhou says. “Our HONOR 400 Pro is a product that combines innovation with style, so this was the perfect platform to introduce it to South Africa.”
Guests at the HONOR experience zone were treated to hands-on demos, immersive tech activations and a look into how the brand is blending convenience with elegance. It’s part of HONOR’s bigger goal to embed itself into South African culture through experiences that go beyond product.
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DJ Tira shared the same vision. “The Afrotainment Marquee has always stood for world-class entertainment,” he said. “Partnering with HONOR takes this year’s Durban July to the next level.”
What’s Next for HONOR?
Zhou is focused on growing HONOR’s footprint in a way that’s smart, sustainable and human. “We are not here just to sell phones,” he says. “We want to empower people, support local communities and help shape the future of smart living in South Africa.” With the right balance of tech innovation, youth development and culture-led partnerships, HONOR is setting itself up as a brand that doesn’t just connect devices — it connects with people.
