ESR holds new product media showcase in Japan, unveiling around 30 products including accessories for Apple devices

The event was the second new-product launch event held in Japan, titled the “ESR New Product Media Experience,” where a wide range of products was unveiled under the theme “Designed For What’s Next,” mainly featuring accessories compatible with Apple products. Elsie Chu, WayMeet’s general manager, introduced the company’s founding philosophy, “Tech Made Easier,” and noted that sales in the first half of 2026 were approximately ¥2.2 billion, nearly double the figure for the same period of the previous year.

Teresa Liu, manager of Japan marketing, also announced a refresh of the brand visuals. The logo changed from uppercase to lowercase “esr,” and a soft green was adopted as the brand color. The company presented a new brand concept aimed at naturally integrating technology into everyday life.

The company introduced accessories compatible with Apple’s new products. Its first leather case, the “ESR Atelier Magnetic Case,” uses a stain-resistant, tactile silicone leather and features a design that conceals the MagSafe ring. It also comes with a “Flex Stand” compatible with the folding design of the iPhone. The company also announced the “ESR Cyclone 25W Magnetic Charging Pad with CryoBoost,” which supports fast charging while reducing heat generation.

Other products unveiled for the first time included the “XTend 45W/100W” retractable charger and new iPad cases designed to be thin and lightweight. Takuya Kajigaya (かじがや卓哉), a consumer-electronics personality, was invited to the venue, where he reviewed the actual products and assessed their texture and ease of use.

Details of the announcements were published together with information on the official online store, Amazon storefront, and official X, Instagram, and TikTok accounts. Attention is expected to focus on the company’s future expansion and product lineup in the Japanese market.