The global craze for the semi-immersive augmented reality (AR) experience is on the cusp of breaking out. Even though China has been left out in the whole Pokemon Go extravaganza, Chinese tech firms have managed to bring the AR experience to local users through other means: hongbao wars, Pokemon clones, or even in coffee roasteries. Now they are ready to bring the AR experience in eyeglass form.

Of course, there are plenty of incumbents in the sector. It’s been years since the unveiling of the ill-fated Google Glass and Microsoft’s HoloLens, but still, AR glasses are only fancied by a small group of techies and far from large-scale mass adoption.

The argument of customer-faced (2C) vs enterprise-targeted (2B) market, which would boom first has been one of the most-talked topics among VR hardware companies. The same discussion also goes in AR field, and it’s the misjudgment in market direction that doomed Google’s once highly accoladed project, according to Shi Xiaogang, CEO and founder of AR startup Xloong.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.