Mobile accessories brand ESR held the Design for What's Next new product launch event following growth in the Japanese market. The company unveiled a range of cases compatible with the iPhone 18 Pro and iPhone Duo, as well as a refreshed brand logo.
ESR, a WayMeet Limited HongKong company, held a new product launch event on 15 September, unveiling a broad range of accessories compatible with the latest iPhone 18 Pro and iPhone Duo. The event also saw the announcement of refreshed brand visuals, outlining the company's design direction.
Sales in the Japanese market have grown year after year, with sales of approximately ¥2.5 billion in 2024, approximately ¥3.3 billion in 2025 and an expected ¥5.2 billion in 2026. Sales in the first half of 2026 were approximately ¥2.2 billion, almost double the year-earlier level.
The company attributed the growth to expanding demand for smartphone cases, as well as strong evaluations of products such as keyboard cases and styluses designed to enhance productivity. It expressed the view that Japanese users seek products that combine multifunctionality, comfort and attractive design.
As part of the brand visual update, the company also announced plans to change the brand logo from “ESR” to lowercase “esr” and refresh the theme color to green. It aims to establish a brand identity focused on ease of use in everyday life and reliability.