Chinese brands don’t always command much attention in the U.S. So when ZTE teased its newest smartphone, the Axon, it initially didn’t mention the company at all.

The company’s online promotions in advance of the launch just featured a mysterious high-end Android device. The marketing scheme paid off, according to Adam Zeng, CEO of ZTE’s mobile devices business, sparking media interest. It even caused some to wonder if the product was Korean-made, as Chinese brands have a low-end image to U.S. consumers, according to Zeng.

ZTE was happy to clear up any preconceived notions. “Chinese brands can also come out with top-tier products,” Zeng maintained.

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