Every ENYA product is designed around a singular mission: to reimagine the way people interact with music.
To bring this vision to life, ENYA has established a clear dual-track product strategy:
On the other track, the Inspire Series caters to seasoned musicians who demand uncompromising excellence in tone, touch, and stage performance.
Together, these two paths create a seamless creative experience so compelling, users never want to go back.
“Our goal is to create an exceptional user experience so compelling that people simply can't go back,” explained Gu Wenbin, offering a vivid analogy: “It's like switching to an electric car—you never really want to return to gasoline.”
For example, ENYA's guitars with built-in speakers free players from cables and amplifiers, enabling spontaneous creation anytime, anywhere. On stage, musicians can “turn on perfect tone with just one click”, ensuring consistent, professional sound at a moment's notice.
Ultimately, every innovation is designed with one principle in mind: technology should serve the musician—not the other way around—making music creation more direct, intuitive, and efficient.
Looking ahead, Gu Wenbin stated with conviction that AI will be the core engine driving the music industry over the next five to ten years.
“In the past, our strength lay in supply chain and e-commerce,” he said. “But the future belongs to the deep integration of AI and musical instruments.”
Gu Wenbin emphasized that ENYA's goal is to seamlessly integrate AI into every stage of the musical journey—from learning and creation to performance.
He expressed confidence that, by leveraging China's vibrant innovation ecosystem, ENYA aims to become a global leader in smart music products—not just participating in the market, but fundamentally reshaping the user experience.
Vision must be grounded in real products. At Music China 2025, ENYA MUSIC unveiled four landmark new instruments—each a powerful embodiment of its philosophy.
The SONIC JT Signature Model, co-created with Thailand's “Guitar God” Jack Thammarat, and the Black Hole Guitar, developed in collaboration with fingerstyle virtuoso Luca, push the boundaries of amp modeling algorithms and carbon fiber material innovation to new heights.
Meanwhile, the Mars Cyber String Guitar, co-designed with Chinese superstar Hua Chenyu, also known as Chris, and the flagship Inspire Pro from the Inspire Series represent ENYA's dual breakthroughs: crossover cultural collaboration and core proprietary technology. Notably, the Inspire Pro—priced at the premium RMB 10,000 tier—signals a bold statement of confidence from a homegrown Chinese brand in its technical excellence and global ambition.
Looking back, Gu Wenbin acknowledged that ENYA has navigated formidable challenges—from securing capital and building the right team to mastering core technologies.
“In a saturated market, we chose to ‘get strong before getting big’,” he said. “Technologically, we bet on standardization and modular design to achieve industrial-grade quality at scale.”
Today, the challenge has evolved: how to build a truly global brand while authentically conveying Chinese cultural identity through music.
“This is a journey that demands long-term commitment to enduring value,” Gu emphasized.
From its founding mission—“to let everyone enjoy the joy of music”—to its current ambition of co-creating a vibrant music ecosystem with users, artists, and cross-industry partners, ENYA’s vision has grown ever clearer:
To inspire creativity in every individual—and through music, a universal language, transcend all boundaries.
