This April, ENYA MUSIC, located in Huiyang District, Huizhou, announced Chinese singer Hua Chenyu as its global spokesperson, launching the Enya Cyber Guitar Mars Collaboration Edition. The smart guitar achieved millions of yuan in sales within 24 hours, setting a new brand record.
Music enthusiasts are experiencing intelligent guitars.
With a 34-year legacy, Huiyang produced China's first internationally standardized guitar and has built a complete industrial chain—from raw materials to CNC machinery. At its peak, the district accounted for 40% of China's guitar output, 20% of the world's, and 80% of global ukulele sales.
"Seven out of every ten guitars are made in China, yet profit margins remain low," said Hu Haiming, founder of ENYA MUSIC and 15-year industry veteran.
To address this, Huiyang, known as the "Capital of China's Guitar Industry," has launched a series of policies to encourage companies to pursue brand development and value-added growth.
ENYA MUSIC Production Line
In 2024, ENYA MUSIC launched its third smart guitar, the Cyber Guitar. It integrates tones from pianos, electric pianos, electric guitars, guzheng, harmonicas, and more, with features like singing, playing, and solo modes, as well as smart sheet music and drum accompaniment. "It's more than a guitar; it's also a teacher, a smart speaker, and a personal brand," said Gu Wenbin, co-founder of ENYA MUSIC.
"In 2024, we sold 450,000 guitars under our own brand. This year, we expect to surpass 700,000," Gu Wenbin said, crediting the success to their expanding smart guitar lineup.
Huizhou-based TOM MUSIC has launched co-branded guitars with the Dunhuang and Van Gogh Museums, as well as anime IPs like Pikachu and Kumamon, strengthening brand appeal. The company now produces 200,000 ukuleles annually, establishing itself as a leading Chinese brand in the mid-to-high-end market.
Huiyang is home to over 80 guitar-related companies, including 11 high-tech and seven large-scale enterprises, generating an output value of approximately 405 million yuan.
Reporter | Lan Dan
Photo | Wang Changhui
Editor | Liu Lingzhi, James, Shen He
