In June 2026, nubia held a European launch event in Italy in collaboration with TikTok, dedicated to the presentation of the new nubia Neo 5 GT and nubia Air Pro. The initiative represented an important opportunity to strengthen the brand’s presence in the European market and consolidate its dialogue with new generations of users through a digital, dynamic language close to online communities.
The event took place at ZTE’s Rome office, within a format designed to encourage direct interaction with the products and the creation of live content. Creators, partners, and representatives of the gaming ecosystem had the opportunity to experience the new devices first-hand, presenting their features and functionalities through social content and live streaming on TikTok.
During the initiative, selected European creators from the tech, gaming, and lifestyle sectors, recognized for their ability to engage broad digital communities, streamed live content and carried out product testing sessions, reaching thousands of users online during the live broadcasts and generating millions of views overall on the platform. The project confirmed TikTok’s increasingly central role as a communication, engagement, and discovery channel for technology brands targeting a young and digital-first audience.
“Play Young, Be Yourself”: Technology, Gaming, and Personality at the Heart of the Experience
Among the key products showcased at the event, nubia Neo 5 GT fully expressed the gaming positioning of the Neo series. Designed to deliver high performance in an accessible price segment, the device integrates an active cooling fan, a 29,508 mm² thermal dissipation system, shoulder triggers with a 550 Hz touch sampling rate, a 120 Hz AMOLED display, a 6,210 mAh battery, and 45 W fast charging.
During the demo sessions, participants were able to directly test the device’s performance, with a particular focus on gameplay fluidity, temperature management, and control responsiveness. The experiential approach made it possible to present the product’s main technical features in an immediate and engaging way, enhancing the message “Play Young, Be Yourself.”
Alongside Neo 5 GT, nubia Air Pro showcased its positioning as a thin, light, and durable smartphone, designed to accompany users in everyday life and outdoor activities. Its ultra-slim design, light weight, and IP68, IP69, and IP69K certifications highlight its versatility, combining aesthetics, practicality, and reliability.
TikTok as a Strategic Platform for Awareness, Engagement, and Conversion
The collaboration with TikTok is part of a broader strategy aimed at strengthening nubia’s presence in Europe through channels and languages aligned with the habits of new generations. With a broad European community strongly concentrated in the 18–34 age group, TikTok now represents a privileged space to reach users interested in technology, gaming, entertainment, and new digital trends.
Through the live-streamed launch, nubia was able to combine product presentation, creator-led content, and direct interaction with the audience, building a path capable of guiding users from product discovery to purchase interest. The integration with TikTok Shop also made it possible to connect content, engagement, and conversion opportunities more directly, in line with the evolution of social commerce in Europe.
Looking Ahead: Content, Creators, and the Gaming Community
The event also anticipated new activities designed to strengthen the brand’s storytelling on TikTok, including creator-led initiatives and new narrative formats dedicated to the nubia universe. The goal is to move beyond purely promotional communication by developing content that is closer to the language of digital communities and capable of authentically enhancing the brand’s identity.
In Europe, nubia will continue to invest in the Neo series and its product ecosystem, strengthening collaboration with creators, partners, and the gaming community. The direction is to build an increasingly engaging, accessible, and consistent brand narrative: delivering a high-level gaming experience designed for a new generation of connected, creative, and tech-passionate users.