Barco strengthens China growth trajectory with major technology order and distribution expansion

This milestone order reflects a significant step forward in Barco’s strategic expansion in Asia, and growing momentum in the Chinese market. It not only strengthens Barco’s footprint in the region but also reinforces its confidence in the long-term strategic importance of China as a growth market for professional, high-impact visualization solutions.

The order comprises a total of four hundred I600-4K15 single-chip laser projectors, over a thousand units of matching ILD lenses and sixty Encore3 image processing systems. Notably, Huao has already secured end customers for a substantial portion of the equipment with the products earmarked for active projects, underscoring the strength of Huao’s market reach and the increasing demand for Barco’s advanced visualization solutions.

“The Chinese market has faced considerable headwinds since the COVID-19 pandemic, with slower recovery and cautious investment patterns,” said Domien De Witte, Vice President Sales and Marketing at Barco. “However, we’re now seeing encouraging signs of renewed growth, and this deal with Huao is a testament to that shift. It’s also a reflection of the trust and agility that define our partnership.”

The growing immersive experience industry in China is driven by increasing demand for virtual and mixed reality experiences, particularly in entertainment, cultural venues, and live events – segments where Barco’s solutions are ideally positioned. Similarly, the professional AV market is showing signs of recovery, with renewed investment and innovation fuelling demand across corporate, education, and government applications.

Mr. Liu Dong, Chairman of Huao adds: “As China’s immersive market accelerates, we recognized the need for a technology partner that could not only meet current demands but also scale with us into the future. This partnership marks a new chapter for us; it’s a strategic move to align with a brand that understands the dynamics of a fast-growing market and is committed to supporting our long-term success.”

Barco’s collaboration with Huao is part of a broader strategy to strengthen its presence in high-potential markets through targeted partnerships and customer-centric distribution models. Huao’s robust distribution strategy, which emphasizes direct engagement with end users and integrators, has proven instrumental in accelerating adoption of Barco’s technologies across entertainment, cultural and corporate sectors in China.

About Huao

Huao Media (Huao Shimei (Beijing) international Cultural Media Co., Ltd.) was founded in 2007. The company's key businesses include opening and closing ceremonies of national-level large-scale projects, outdoor landscape live events and shows, immersive digital media art shows, 3D projection shows, interactive experience halls, science and technology museums, etc.

Relying on the selection of international brands, Huao has established a cutting-edge visual product warehouse, creating excellent visual projects with leading technology and continuously promoting technological innovation products in China. Huao also has a rich experienced and professional service team to ensure the safe and efficient execution of each project, creating iconic visual projects with a unique perspective and innovative thinking.