Anker Innovations Korea is consolidating its brand structure and expanding beyond chargers into audio and smart home products.
At a media day held in Seoul's Gangnam district on the 20th, Anker Korea unveiled its integrated rebranding strategy along with new power banks and audio products built on its own technology. The company said the rebranding is intended to move it beyond a charger brand into a premium lifestyle technology brand that delivers technology and experiences across daily life. Brands that had been spread across categories, including Soundcore and Eufy, will be brought together under the Anker name.
Two new power banks, the Anker MagGo Power Bank 2 Pro and the Anker Zolo Power Bank, use the company's in-house Neo Lithium-ion Battery (NLB) technology to improve safety. The Anker MagGo Power Bank 2 Pro features a smart cooling fan that reduces heat buildup and supports stable high-speed wireless charging.
The company also introduced audio products equipped with its own on-device artificial intelligence chip. The Thus AI chip combines a CPU and memory in an audio chip that handles voice processing and AI functions within the earbuds themselves. That reduces reliance on smartphones or the cloud while improving call quality and noise cancellation. Four new audio products were unveiled: the Liberty Buds 2, the AeroClip 2, the Space 2 Pro and the Sleep Earbuds 4.
Anker Korea treats South Korea as a key benchmark for its global business strategy and is expanding its offline retail network. After opening at Starfield City Wirye in January this year, it opened a store at Lotte Department Store's main branch and is currently running a pop-up store at the Konkuk University Star City location. In November, it plans to operate pop-up stores at NC Department Store in Gangseo and Lotte Department Store's Jamsil branch.
"The premium experience Anker pursues is about using technology to bring new value to customers' daily lives," an Anker Korea official said. "We will raise the level of customer experience across our products and services and establish ourselves as a global lifestyle technology brand that grows together with the Korean market."