What JoyaDesign does

JoyaDesign (拙雅设计 / 厦门市拙雅科技有限公司), founded in 2003 in Xiamen, is a China-based industrial design firm designated as a National Industrial Design Center by the Ministry of Industry and Information Technology in 2015 and as a National SME Public Service Demonstration Platform in 2022. The firm employs a composite team spanning industrial design, mechanical engineering, electronics R&D and production management, and works under a proprietary "JOYA Design Map" (拙雅创新地图) innovation methodology developed over more than twenty years of practice. Its portfolio covers full-chain product innovation services — design research, design strategy, product and structural design, hardware technology application, brand design, service design, and mass-production management — delivered to Fortune 500 multinationals (including Bosch / BSH, Procter & Gamble, Honda, COBI and China Mobile) and to domestic Chinese manufacturers across smart home appliances, smart healthcare devices, intelligent mobility, new industrialization and consumer electronics.

JoyaDesign monetises through three principal streams: project-based professional design service fees (the legacy core), Original Design Manufacturing (ODM) revenue tied to end-to-end product development and manufacturing hand-off, and design education and training income via the wholly-owned JOYA Innovation Design Institute. Pricing is not publicly disclosed; engagements are negotiated per project with enterprise clients through direct sales, government and association referrals, regional design centers, and exposure at trade shows such as AWE and CES. Geographically, the firm operates a national network: the Xiamen headquarters and the Xiamen JOYA Industrial Design Research Institute in Jimei District, the Northwest Design Center in Xi'an, the Taizhou Design Center in Zhejiang, and joint institutes in Zhangzhou and Yudu (Jiangxi).

The technology stack combines industrial-design-led innovation with applied electronics and AI. The most recent strategic layer is JOYA EdgeCore, a neuromorphic edge-AI solution built on Innatera's Pulsar processor, integrated into next-generation consumer electronics, IoT and smart home products under a strategic ODM partnership signed in November 2025. Earlier product evidence includes the Bosch AI-agent REVOL smart baby crib (dual CES 2025 Innovation Awards in AI and Smart Home), the COBI smartphone cycling hub (Red Dot Supreme Prize, 2016), the Apple Store-featured MoGo Talk Bluetooth headset (2009), and the Saike Xiaoqun portable pulmonary function trainer (2022 Contemporary Good Design Award). The firm is privately held, founder-led by chairman Liao Ke, and has no disclosed external funding or institutional investor.

Name

JoyaDesign

Legal name

厦门市拙雅科技有限公司

Website

https://joya.cn

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

JoyaDesign is a China-based industrial design firm and National Industrial Design Center providing full-chain product innovation from concept to mass production to Fortune 500 multinationals and Chinese manufacturers across smart home, healthcare, mobility and industrial sectors.

Ownership category

akta.pro rank

Product category

Industrial Design Services

NAICS

Industrial Design Services (54142), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Industrial/Product & Furniture Design (BPAHAKAM)

akta.pro secondary industries

Custom Application Development (Web/Mobile/Desktop) (BPAEAFAA), Exhibition, Retail & Experiential Design (BPAHAKAL), Creative Concepting & Campaign Development (BPAFAEAD)

Keywords

• Industrial design services
• Product design consulting
• ODM manufacturing services
• Brand design strategy
• Design innovation methodology

Headquarters

HQ city

Xiamen

HQ country

China

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Design Services (Professional Services): Full-chain design services including design research, design strategy, product design, structural engineering, hardware technology application, brand design, service design, and mass production management. Revenue generated through project-based professional service fees.
2. ODM (Original Design Manufacturing): End-to-end product development and manufacturing services from concept to mass production, leveraging Innatera neuromorphic processors for AI-enabled consumer electronics and IoT devices.
3. Design Education and Training: Training services through JOYA Innovation Design Institute (拙雅创新设计院) including corporate training, university programs, and multi-company collaborative workshops.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

JoyaDesign (Xiamen Joya Technology Co., Ltd.) is a National Industrial Design Center that delivers full-chain innovation design services — from design research and strategy through product design, structural engineering, hardware development, brand design, service design, and mass production management — to enterprise clients. It supplements its design services with original design manufacturing (ODM) for AI-enabled consumer electronics and IoT devices using Innatera neuromorphic processors, and runs the JOYA Innovation Design Institute for design training.

Product overview

JoyaDesign (厦门市拙雅科技有限公司) is a National Industrial Design Center offering full-chain innovation design services from concept to mass production. The portfolio comprises industrial design services across five service sectors — Industrial & Digitalization, Health & Technology, Consumer & Experience, New Technologies & Materials, and Culture & Communication — with a focus on smart living (intelligent home appliances, smart bathrooms, health devices, beauty/mother-baby), intelligent mobility (smart cockpits, outdoor mobility, mobile internet), and new industrialization (health sports, safety emergency, smart services, industrial applications). Core products include the Bosch AI-agent·REVOL smart baby crib (awarded dual CES 2025 Innovation Awards), the Planture smart beauty bathroom cabinet (brand innovation for Planture), the Saike Xiaoqun portable pulmonary function trainer (for COPD rehabilitation), the P&G BLOOM smart aromatherapy machine, and the JOYA EdgeCore neuromorphic edge AI solution. The company provides integrated design research, design strategy, brand design, service design, and design implementation across all projects.

Differentiator

Problem solved

Functional benefit

Brands

• 拙雅创新设计院 (JOYA Innovation Design Institute): Professional design training platform under Joya National Industrial Design Center, focusing on design thinking, innovation methodology and design practice
• 拙雅智能穿戴研究院

Products and services

• Innovation Design Services (创新设计服务) Full-chain innovation design services for enterprise clients, covering design research, design strategy, product design, structural engineering, hardware development, brand design, service design, and mass production management across smart living, intelligent mobility, new industrialization, healthcare, and consumer electronics.
• JOYA EdgeCore End-Side AI Solution (JOYA EdgeCore 端侧AI解决方案) Neuromorphic edge AI solution built on Innatera's Pulsar brain-inspired processor, featuring small size, multi-modality, and lightweight intelligence for smart home appliances, health devices, companion robots, and wearables, enabling always-aware, ultra-low-power on-device AI inference.
• JOYA Innovation Design Institute (拙雅创新设计院) Professional design training platform under Joya National Industrial Design Center, offering design innovation training services including corporate training, university research programs, and multi-company co-creation workshops centered on design thinking and design methodology.
• Bosch AI-agent·REVOL Smart Baby Crib (博世AI·芮芙智能婴儿床) AI-agent-powered smart baby crib developed by JoyaDesign for Bosch, integrating multi-modal sensors for real-time baby health monitoring, AI cry detection for automated soothing, AI imaging, and a growth-adaptable RIZE adjustable bed system. Dual CES 2025 Innovation Award winner.
• P&G BLOOM Smart Aromatherapy Machine (宝洁BLOOM智能香薰机) Smart aromatherapy machine developed by JoyaDesign for Procter & Gamble, featuring dual-sensor (human detection + light sensor) proximity-activated fragrance release, ambient night light, and 30-day battery life. Successfully crowdfunded with overfunding.
• Planture Smart Beauty Bathroom Cabinet (Planture智能美妆浴室柜) Sub-brand smart beauty bathroom cabinet developed by JoyaDesign for Planture, integrating mirror cabinet, storage, and makeup station with professional lighting modes, magnetic adjustable storage, and moisture-resistant materials. Featured at KBC 2024 Shanghai.
• Saike Xiaoqun Portable Pulmonary Function Trainer (赛客小鲲便携肺功能训练器) Portable pulmonary function training device developed by JoyaDesign for Saike Medical (赛客), providing respiratory muscle assessment, training, and data analysis for home-based COPD rehabilitation. Winner of 2022 Contemporary Good Design Award.
• Delin Dual-Station Black Metal Molding Machine (德林双工位黑色金属造型机) Dual-station black metal molding machine developed by JoyaDesign for Delin Intelligence, featuring a distinctive cylindrical architecture more compact than traditional cube-based designs, with multi-door maintenance and ergonomic operator-safety engineering.
• Bosch Indoor Farming Home Smart Planter (博世Indoor Farming家庭智能净植机) B-S-H Indoor Farming home smart plant cultivation device developed by JoyaDesign for Bosch Siemens Hausgeräte, covering product design, structural engineering, supply chain management, usability testing, and market entry support.

Quantifiable outcome

• BOSCH AI-agent REVOL smart crib won dual CES 2025 innovation awards (AI + Smart Home)
• +7 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature3 records

Partnerships

15 partnerships are on record, tiered flagship, core and minor.

• Innatera N.V. (荷兰)flagshipTechnology or Integration · 11 November 2025JoyaDesign and Innatera established a strategic ODM partnership, making Joya the first ODM partner for Innatera's neuromorphic computing technology. Innatera's Pulsar processor will be integrated into Joya's next-generation consumer electronics, IoT, and smart home products, enabling ultra-low-power, real-time AI capabilities. Products are expected to reach market within one year.
• 博世 (Bosch)coreStrategic or Co-development PartnerLong-term strategic partnership with Bosch covering multiple product categories including smart home (AI-agent REVOL smart crib), automotive electronics, and indoor farming. The AI-agent smart crib has won dual CES 2025 innovation awards.
• 宝洁 (Procter & Gamble)coreStrategic or Co-development PartnerCollaborative development of BLOOM smart aromatherapy machine. Joya provided full-chain design and development services from concept to mass production, with the product successfully launched and crowdfunded.
• 德林智能 (Delin Intelligence)coreStrategic or Co-development PartnerStrategic cooperation since 2020 covering product PI (Product Identity) design, service design, and display design. Multiple projects including double-station molding machine, Weirong industrial production line, and casting automation solutions.
• 三六一度 (361°)minorStrategic or Co-development PartnerPartnership for intelligent wearable technology development. 361° signed IP planning and design cooperation agreement with Joya.
• 厦门美科安防科技 (Xiamen Meike Security Technology)minorStrategic or Co-development PartnerCorporate IP planning and design cooperation, developing brand identity and product design strategy.
• COBI (德国)coreStrategic or Co-development PartnerFirst global IoT cycling product collaboration. The COBI smartphone hub won Red Dot Award Supreme Prize. Project started in 2015.
• 荷兰萨克逊应用技术大学 (Saxion University of Applied Sciences)minorStrategic or Co-development PartnerLong-standing international design workshop (IPW) partnership for over 10 years. Annual international design projects involving students from multiple countries on design innovation challenges.
• 红点设计大奖 (Red Dot Award)minorStrategic or Co-development PartnerStrategic cooperation signed in 2022 for industry incubation, award operations, and design excellence promotion.
• 武汉纺织大学 (Wuhan Textile University)minorStrategic or Co-development PartnerFounder Liao Ke appointed as Hubei Industry Professor in April 2026. Jointly advancing design talent cultivation, research projects, and achievement transformation.
• 厦门理工学院 (Xiamen University of Technology)minorStrategic or Co-development PartnerJoint establishment of Elderly Products and Service Design Research Center with the university's School of Design and Art.
• 际华职业装研究院 (Jihua Occupational Clothing Research Institute)minorStrategic or Co-development PartnerJoint establishment of Intelligent Clothing Industry Design Innovation Center, focusing on functional protective clothing and smart clothing R&D.
• 于都县人民政府 (Yudu County Government)minorStrategic or Co-development PartnerJoint establishment of Yudu Industrial Design Innovation Research Institute in 2021, focused on intelligent transformation of the local clothing industry.
• 杭州湾新奥通科技 (Hangzhou Bay Xinaotong Technology)minorStrategic or Co-development PartnerStrategic cooperation signed with Taizhou JOYA Design Center for nuclear power-related industrial product design development.
• 象新集团 (Xiangxin Group)minorStrategic or Co-development PartnerStrategic cooperation for smart retail and vending ecosystem, joint establishment of Consumption Collaboration Design Experience Center.

Scale indicators4 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Ammunition Group: Ammunition Group is a US-based product design and branding firm known for consumer electronics, wearables, and beauty/health products. Comparable to JoyaDesign in product categories (smart devices, consumer goods), award profile, and methodology-led design approach.
• Box Clever: Box Clever is a US-based industrial design firm focusing on consumer products, smart home, and connected devices for enterprise clients. Comparable to JoyaDesign in product design services, Fortune 500 client roster, and full-chain capability from concept to production.
• LKK Design (洛可可): LKK Design is one of China's largest and most prominent industrial design firms, offering full-chain design services across consumer electronics, smart home, healthcare, and transportation — directly comparable to JoyaDesign in scale, service model, and target enterprise clients.
• Whipsaw: Whipsaw is a US-based industrial design firm specializing in consumer electronics, smart home, wearables, and medical devices — closely comparable to JoyaDesign's product categories and award-winning portfolio (Red Dot, CES) but operating in a Western premium market segment.
• Yang Design (杨设计): Yang Design is a leading Chinese industrial design firm with national-level recognition, serving enterprise clients across transportation, consumer products, and emerging technology categories. Directly comparable to JoyaDesign in Chinese market positioning, methodology focus, and enterprise client roster.

Broad incumbents

• IDEO: IDEO is the global benchmark for innovation and product design consulting, serving Fortune 500 clients across consumer products, healthcare, and smart hardware. Comparable to JoyaDesign in full-chain design methodology and enterprise client base, but at materially larger scale, global footprint, and premium price points.
• Designworks (BMW Group): Designworks is a global design studio owned by BMW, providing industrial design and innovation services across mobility, consumer products, and technology. Comparable to JoyaDesign in product design depth and Fortune 500 client base, but as a captive corporate design studio rather than an independent firm.
• Frog Design: Frog Design (now part of Capgemini Engineering) is a global product design and innovation consultancy serving enterprise clients across consumer electronics, mobility, and healthcare. Comparable to JoyaDesign's industrial design practice and methodology-led approach, but with Western premium positioning and global delivery.
• TCL Industrial Design (Creative Lab): TCL's in-house Industrial Design and Creative Lab is a large Chinese corporate design team spanning consumer electronics, smart home, and appliances. Comparable to JoyaDesign's product categories and Chinese market footprint, but operating as a captive corporate design function rather than an external services firm.

Others

• Innatera N.V. Innatera is JoyaDesign's strategic ODM partner and supplier of the Pulsar neuromorphic processor that underpins the JOYA EdgeCore solution. Included as an adjacent ecosystem participant — the chip vendor whose roadmap directly determines JoyaDesign's edge AI product trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JoyaDesign