Goertek advances as a powerhouse in the AR/XR glasses industry through the establishment of a new subsidiary

In 2025, the smart wearable device market is undergoing a new transformation, with AR/XR smart glasses advancing toward commercialization. Goertek, an audio, optical, and microelectronics manufacturer, has established several new companies and acquired businesses this year targeting its AR/VR operations.

In early November, Qingdao Goertek Xingqi Intelligent Technology Co., Ltd. was established in Qingdao City. This company is a wholly-owned subsidiary of Goertek, with a registered capital of 200 million yuan. Its primary business areas include manufacturing virtual reality (VR) equipment and wearable smart devices. This signifies the company’s accelerated push into the AR/XR ecosystem through technological advancement, organizational restructuring, and ecosystem collaboration. By dedicating this new entity to AR/XR smart glasses, Goertek has revealed its strategic ambition to position smart glasses as its next-generation growth engine.

Goretek has consistently strengthened its core hardware capabilities in acoustic modules, optical modules, and precision structural components over the long term. The company announced its expansion from traditional contract component manufacturing to the role of a ‘finished product and solution provider’. Regarding its collaborative ecosystem, Gore is actively pursuing deep cooperation with brand manufacturers and optical module companies. Industry reports indicate the company has signed supply contracts for AR modules with well-known brands and is establishing joint ventures with domestic and international optical module companies to enhance its optical waveguide manufacturing capabilities.

The global AR/XR smart glasses market is projected to experience rapid growth between 2026 and 2030. According to public disclosures and external reports, the company’s internal goal is to secure a leading position as a ‘module + finished product’ solution provider and achieve a 10-20% global market share in the medium term. If Goretek successfully builds an industrial supply chain from components to finished products, it is projected to become a new growth driver for the company’s overall performance.

Despite aggressive market entry, this company and industry players face major challenges. First, core display components (e.g., micro-LEDs, light guide modules) have not yet fully entered mass production. Second, for smart glasses to become part of daily wear, key issues like weight reduction, battery life, and wearing comfort must be resolved. Furthermore, the consumer smart glasses ecosystem is still in its early stages, and content and usage scenarios require further development. Companies that overcome these challenges will emerge victorious in the AR/XR glasses market competition.

Namdeog Kim, Senior Analyst at UBI Research(ndkim@ubiresearch.com)

UBI Research’s Micro Display Report