Chinese AR glasses maker Rokid is going global with Alibaba partnership

SCMP | June 7, 2025, 4:30 a.m. | Original

Rokid is launching its AR glasses overseas this month using Alibaba’s AliExpress platform. Photo: Rokid

Rokid, a Chinese maker of augmented reality (AR) glasses, is set to launch its latest AR Spatial eyewear globally through Alibaba Group Holding ’s AliExpress e-commerce platform, as the company pushes into overseas markets amid rising competition in the industry.

The Hangzhou-based company will debut the glasses overseas on June 16 during the AliExpress 618 summer sale period this month, leveraging the e-commerce giant’s “BigSave” programme to offer a nearly US$100 discount, bringing the cost down to US$568 for a limited time, Rokid announced on Thursday. Alibaba owns the Post.

The AR Spatial frames themselves weigh just 75 grams, but powering the glasses requires a portable hub containing a battery and a Qualcomm chip for handling spatial computing. The product allows three desktops to be viewed side by side and a “cinema mode” that provides an experience the company likens to viewing a 300-inch screen.

The partnership will see Rokid open an official store on AliExpress, joining other Chinese tech brands such as robotics maker Unitree , consumer electronics firm Anker, Labubu retailer Pop Mart , computer maker Lenovo Group , and smartphone giant Xiaomi in the BigSave initiative. The programme, launched last year, aims to help 1,000 brands surpass US$1 million in overseas sales this year, according to Alibaba.
Rokid AR Spatial glasses can display three desktop environments at a time. Photo: Rokid
Rokid AR Spatial glasses can display three desktop environments at a time. Photo: Rokid

“Chinese brands going global often face challenges such as low brand awareness and high marketing costs,” said Shao Huaqiang, international business head at Rokid.

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