By Deji Osas
Xiaomi reclaimed the top spot for the first time since Q2 2021, shipping 4.7 million units and capturing a 19% market share, up 8% from a year ago, driven by strong Redmi series sales and expanded channel reach.
Chinese tech giant Xiaomi has reclaimed its position as the leading smartphone brand in Southeast Asia, marking a triumphant return to the top after a four-year absence from the number one spot.
According to a newly released market report by Canalys, Xiaomi surpassed long-time rivals Samsung and OPPO in the second quarter of 2025, capturing a significant share of the region’s rapidly growing mobile phone market. The company’s resurgence is credited to its aggressive pricing strategy, a renewed focus on mid-range and budget-friendly devices, and an expanded retail and online presence across key markets like Indonesia, Thailand, Vietnam, and the Philippines.
Industry analysts say Xiaomi’s success also stems from its ability to merge competitive hardware with strong software performance while offering value-driven features such as high-resolution cameras, fast-charging technology, and 5G capability at prices often lower than competitors.
The brand’s Redmi Note series and POCO lineup played a critical role in boosting sales, appealing to young, tech-savvy consumers seeking premium specifications without the premium price tag. Additionally, Xiaomi capitalized on supply chain stability, avoiding the production delays that hindered some competitors.
This achievement marks a remarkable turnaround for the company, which last held the top spot in the region in 2021 before losing ground to rivals. Now, with strong momentum, Xiaomi has set its sights on consolidating its lead and expanding further into the high-end market segment while maintaining dominance in budget and mid-tier categories.
As Southeast Asia remains one of the fastest-growing smartphone markets in the world, industry watchers believe Xiaomi’s comeback signals the beginning of a new era of intense competition — one that could reshape market dynamics for years to come.
