Xiaomi concludes media pitch for China

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Xiaomi has named Omnicom Media agency Hearts & Science as its integrated media buying partner for the Chinese market, following a pitch back in December 2025, MARKETING-INTERACTIVE understands.

Under the partnership, Hearts & Science is tasked at managing the integrated media buying and planning duties across Xiaomi's entire product portfolio, i.e. automotive, smartphones, and home electronics.

According to COMvergence, the account is valued at over US$140 million in billings.

The news follows Xiaomi’s recent foray into a surprising new category: confectionery. On 9 April, during the company’s internal 2026 Values Conference, Xiaomi unveiled a branded ice cream line that cheekily adopts the company's famous tiered product strategy.

The dessert is offered in three versions: the Standard at 5.99 RMB, the Pro at 6.99 RMB, and the Max at 8.99 RMB. This naming and pricing strategy closely resembles the company’s approach to its smartphones and other hardware.

The agency appointment also comes on the heels of a blockbuster 2025 for the tech giant. Xiaomi recorded total revenue of RMB 457.3 billion, a significant 25% year-over-year increase.

Segment-wise, in 2025, revenue of Xiaomi's smartphone × AIoT segment reached RMB351.2 billion, up 5.4% year-over-year; revenue of its smart electric vehicle (“EV”), AI and other new initiatives segment reached RMB106.1 billion, up 223.8% year-over-year.

The company continues to aggressively scale its “Human × Car × Home” ecosystem strategy. In December 2025, Xiaomi reached a record high of 754.1 million global monthly active users (MAU), while smartphone shipments for the year hit 165.2 million units.

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