Fuze, one of the first brands to emerge from China after it lifted its ban on the sale and manufacture of gaming consoles in 2014, is facing criticism that its product bears likeness to its rivals.
The Tomahawk F1 console was revealed at a press conference last week and, according to a report from Quartz, the handset looks a lot like the Microsoft Xbox One and the console like the Sony PS4.
Other journalists and bloggers have also been quick to also highlight similarities to the rivals designs.
It is too early to tell whether this will hinder the launch but with the company heralding it as a key moment for Chinese consumer tech, it won’t sit comfortably with Fuze.
The Quartz report draws parallels with other Chinese launches that have faced reproach for looking similar to competitors including Western brands such as Disney and Under Armour. It highlights a common perception that this type of copying is actually typical in the region.
Despite this, there are some Chinese brands that are starting to gain household name level of notoriety globally. SapientNitro’s Evelina Lye highlighted five Chinese brands, some that you may already know, that showed at CES Asia last month.