Xiaomi is known as being the rising star in the smartphone arena, making its way past LG last year to become the third-largest manufacturer of smartphones in the world. The success of the company is to be blamed largely on its Chinese reception, as it hasn’t launched a single device on this side of the Pacific.

That said, Xiaomi is going to hold a press conference in San Francisco, California later this month (via Android Police), but don’t get too excited if you’re hoping to hear about a North American launch, as the company has already confirmed that that’s not happening…

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While Xiaomi is the world’s third-largest smartphone maker by volume, the company is definitely still a stranger to the US market. According to Xiaomi, the event will not be a huge launch of any kind, but rather a way for the press and the general public to “get to know the company”:

We can also confirm that Xiaomi will not be launching in the U.S. or entering the U.S. market this time, but this is an opportunity to get to know the company and leadership a bit more.​

Xiaomi definitely needs to begin working on its American appearance and public knowledge of the company if it plans to launch hardware here at some point. To compete with the likes of Samsung and Apple, Xiaomi is going to make sure that they’re not perceived as being just another Chinese knock-off company—without any knowledge otherwise, that’s definitely how I would see them.

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