Soundmagic (also stylized as SoundMAGIC or referred to by its Chinese name 声美) is a Chinese audio equipment manufacturer specializing in headphones, earphones, and related personal-audio products. Established in 2005 by Tony Xu, the company operates through Shenzhen SoundMAGIC Technology Development Co., Ltd. The brand’s core positioning focuses on delivering high-quality audio experiences with a strong emphasis on cost-effectiveness and price-to-performance ratio.1

Soundmagic gained international recognition primarily through its affordable wired earphone lineup, most notably the E10 series, which received repeated acclaim from publications such as What Hi-Fi?. This success helped establish the brand globally as a provider of enthusiast-grade audio at accessible price points. Over time, the company has expanded its portfolio to include wireless headphones, Active Noise Cancellation (ANC) devices, gaming headsets, USB Type-C earphones, and full-size Hi-Fi headphones.2

The company reports having developed a distribution network comprising over 80 distributors across more than 30 countries in Asia, Europe, and the United States.3

Foundation and Early Development (2005–2006)

Soundmagic was founded in 2005 by Tony Xu, an acoustic design engineer. The company initially focused on the design, development, and manufacturing of audio products while registering the Soundmagic trademark. By 2006, Soundmagic had further refined its infrastructure, establishing robust systems for design, research and development (R&D), manufacturing, and sales to support future growth.

International Recognition and Expansion (2007–2010)

In 2007, one of Soundmagic’s earliest international successes occurred when its first overseas-sold headphones received a four-star recommendation from What Hi-Fi?. This endorsement signaled that the relatively young Chinese company could compete effectively in the global consumer-audio market.

To accelerate overseas operations, Soundmagic established a Hong Kong-based company in March 2009 dedicated to international market development. That same year, the PL11 model received a five-star recommendation from Stuff magazine. In 2010, the Soundmagic PL50 also earned a five-star rating from Stuff, becoming another commercially successful model for the brand.

The E-Series Breakthrough (2011–2016)

The period between 2011 and 2013 marked a pivotal era for Soundmagic, driven largely by the success of the E10. According to the company’s history, the E10 was named “Best In-Ear Headphones Under £40” by What Hi-Fi? for three consecutive years. This award reinforced Soundmagic’s reputation for offering sound quality comparable to more expensive competitors at a fraction of the price.

Building on this momentum, Soundmagic developed subsequent iterations of the E-series:

• E10S: Recognized as “Best In-Ear Headphones Under £50” by What Hi-Fi? for two years.
• E10C: Named “Best In-Ear Headset Under £50” by What Hi-Fi? in 2016.

These models solidified Soundmagic’s standing in the affordable wired-earphone segment.

Diversification and New Technologies (2018–Present)

In 2018, the E11 was launched, receiving five-star recommendations from both What Hi-Fi? and Stuff. The E11 continued the brand’s philosophy of providing compact, high-performance wired earphones without premium audiophile pricing.

By 2019, Soundmagic expanded into full-size Hi-Fi headphones with the introduction of the HP1000, described as a closed-back headphone designed to offer an open listening experience. The E11C also received What Hi-Fi?’s “Best In-Ear Headphone Under £50” award for two consecutive years during the 2019–2020 period.

More recently, the company has broadened its product strategy to include next-generation devices. For instance, the E80D Type-C earphones reportedly received five-star ratings from Stuff and What Hi-Fi? in 2024–2025. As of 2026, Soundmagic maintains a diverse portfolio spanning wired Hi-Fi, USB-C, Bluetooth, True Wireless Stereo (TWS), ANC, and gaming audio categories.

Soundmagic’s product range has evolved significantly from its origins in basic wired earphones to encompass several distinct audio segments:

Wired In-Ear Earphones

This category remains central to Soundmagic’s identity. The E-series includes models such as the E10, E10S, E10C, E11, E11C, E80D, and E90C. These products are marketed towards enthusiasts seeking high-fidelity sound at competitive prices.

Type-C Earphones

Responding to the removal of 3.5mm jacks in modern smartphones, Soundmagic introduced USB-C models like the E11D and E80D. The current E80D features a high-resolution decoder and emphasizes balanced sound, bass definition, and detail.

Bluetooth and TWS

The brand offers a substantial wireless portfolio, including true-wireless earphones like the T60BT and the T80BT ANC. The T80BT is marketed with claims of ultra-wideband noise reduction capabilities. Other wireless offerings include standard Bluetooth headphones and sports earphones.

Over-Ear Headphones

Soundmagic produces consumer-oriented over-ear Bluetooth headphones under the P-series (e.g., P58BT ANC, P60BT ANC) and higher-end Hi-Fi models under the HP-series (e.g., HP1000 Pro). These target users looking for immersive home or travel listening experiences.

Gaming Audio

Entering the gaming sector, Soundmagic released the P60BT GM, a wireless gaming headset that combines 2.4 GHz connectivity with Bluetooth 5.2 to provide low-latency audio performance.

Audio Electronics

Beyond headphones, the company’s official catalog includes players, speakers, headphone amplifiers, and various accessories, though audio output devices remain the primary focus of the brand.

Soundmagic positions itself within the niche of “value-oriented Hi-Fi,” bridging the gap between mainstream consumer electronics and specialist audiophile brands. The company’s stated principles emphasize:

• Quality first
• Customer first
• Original product design
• Pursuit of product quality
• High-value audio products
• Innovation and continuous improvement

Unlike brands that prioritize luxury materials or lifestyle marketing, Soundmagic’s traditional selling proposition is straightforward: delivering superior audio performance relative to cost. This approach has allowed the brand to maintain credibility among Western headphone enthusiasts who seek technical proficiency without excessive expenditure.

Soundmagic began its international expansion early compared to many Chinese audio manufacturers. Following the establishment of its Hong Kong operation in 2009, the company built a distribution network across Asia, Europe, and the United States. Today, the brand maintains purchasing channels through global platforms such as Amazon, alongside regional e-commerce sites and its official store.

In the United Kingdom, there is a separate entity known as Soundmagic Headphones, identified as a trading name of K&S Technology Limited, registered in England and Wales.

Soundmagic’s reputation is closely tied to independent media reviews. Key recognitions include:

• E10: “Best In-Ear Headphones Under £40” by What Hi-Fi? (2011–2013).
• E10S: “Best In-Ear Headphones Under £50” by What Hi-Fi? (two consecutive years).
• E10C: “Best In-Ear Headset Under £50” by What Hi-Fi? (2016).
• E11: Five-star recommendations from What Hi-Fi? and Stuff (2018).
• E11C: “Best In-Ear Headphone Under £50” by What Hi-Fi? (2019–2020).
• E80D: Five-star ratings from Stuff and What Hi-Fi? (2024–2025).

Other publications cited in the brand’s international materials include T3, Trusted Reviews, and AV Forums.

1. Brand story_SoundMAGIC
2. ABOUT SOUNDMAGIC HEADPHONES – SoundMAGIC Headphones
3. SoundMAGIC