Closeup of the Ray-Ban logo and the built-in ultra-wide 12 MP camera on a pair of new Ray-Ban Meta Wayfarer smart glasses. PHOTO: ADOBE STOCK
At under US$1,000, Hypernova isn’t just eyewear—it’s Meta’s push to make AR feel ordinary.
Updated
September 16, 2025 7:15 PM
Closeup of the Ray-Ban logo and the built-in ultra-wide 12 MP camera on a pair of new Ray-Ban Meta Wayfarer smart glasses. PHOTO: ADOBE STOCK
Meta is preparing to launch its next big wearable: the Hypernova smart glasses. Unlike earlier experiments like the Ray-Ban Stories, these new glasses promise more advanced features at a price point under US$1,000. With a launch set for September 17 at Meta’s annual Connect conference, the Hypernova is already drawing attention for blending design, technology and accessibility.
In this article, let’s take a closer look at Hypernova’s design, features, pricing and the challenges Meta faces as it tries to bring smart glasses into everyday life.
Meta’s earlier Ray-Ban glasses offered cameras and audio but no display. Hypernova changes that: The glasses will ship with a built-in micro-display, giving wearers quick access to maps, messages, notifications and even Meta’s AI assistant. It’s a step toward everyday AR that feels useful and natural, not experimental.
Perhaps most importantly, the price makes them attainable. While early estimates placed the cost above US$1,000, Meta has committed to a launch price of around US$800. That’s still premium, but it moves AR smart glasses into reach for more consumers.
Hypernova weighs about 70 grams, roughly 20 grams heavier than the Ray-Ban Meta models. The added weight likely comes from added components like the new display and extra sensors.
To keep the glasses stylish, Meta continues its partnership with EssilorLuxottica, the company behind Ray-Ban and Prada eyewear. Thicker frames—especially Prada’s designs—help hide the hardware like chips, microphones and batteries without making the glasses look oversized.
The glasses stick close to the classic Ray-Ban silhouette but feature slightly bulkier arms. On the left side, a touch-sensitive bar lets users control functions with taps and swipes. For example, a two-finger tap can trigger a photo or start video recording.
Hypernova introduces something the earlier Ray-Ban glasses never had: a display built right into the lens. In the bottom-right corner of the right lens, a small micro-screen uses waveguide optics to project a digital overlay with about a 20° field of view. This means you can glance at turn-by-turn directions, check a notification or quickly consult Meta’s AI assistant without pulling out your phone. It’s discreet, practical and a major step up from the older models, which were limited to capturing photos and videos, handling calls and playing music via speakers.
Alongside the glasses comes the Ceres wristband, a companion device powered by electromyography (EMG). The band picks up the tiny electrical signals in your wrist and fingers, translating them into commands. A pinch might let you select something, a wrist flick could scroll a page, and a swipe could move between screens. The idea is to avoid clunky buttons or having to talk to your glasses in public. Meta has also been experimenting with handwriting recognition through the band, though it’s not clear if that feature will be ready in time for launch.
Meta doesn’t just want Hypernova to be useful—it wants it to be fun. Code found in leaked firmware revealed a small game called Hypertrail. It looks to borrow ideas from the 1981 arcade shooter Galaga, letting wearers play a simple, retro-inspired game right through their glasses. It’s not the main attraction, but it shows Meta is trying to make Hypernova feel more like a playful everyday gadget rather than just a piece of serious tech.
Hypernova runs on a customized version of Android and pairs with smartphones through the Meta View app. Out of the box, it should support the basics: calls, music and message notifications. Leaks suggest several apps will come preinstalled, including Camera, Gallery, Maps, WhatsApp, Messenger and Meta AI. A Qualcomm processor powers the whole setup, helping it run smoothly while keeping energy demands reasonable.
Meta is also trying to bring in outside developers. In August 2025, CNBC reported that the company invited third-party developers—especially in generative AI—to build experimental apps for Hypernova and the Ceres wristband. The Meta Connect 2025 agenda even highlights sessions on a new smart glasses SDK and toolkit. The push shows Meta’s interest in making Hypernova more than just a device; it wants a broader platform with apps that go beyond its own first-party software.
During development, Hypernova was rumored to cost as much as US$1,400. By pricing it around US$800, Meta signals that it wants adoption more than profit. The company is keeping production limited (around 150,000 units), showing it sees this as a market test rather than a mass rollout. Still, the sub-US$1,000 price tag makes advanced AR far more accessible than before.
Despite its promise, Hypernova may still face hurdles. The Ceres wristband can struggle if worn loosely, and some testers have reported issues based on which arm it’s worn on or even when wearing long sleeves. In short, getting EMG input right for everyone will be critical.
Privacy is another major concern. In past experiments, researchers hacked Ray-Ban Meta glasses to run facial recognition, instantly identifying strangers and pulling personal info. Meta has added guidelines, like a recording indicator light, but critics argue these measures are too easy to ignore. Moreover, data captured by smart glasses can feed into AI training, raising questions about consent and surveillance.
The Meta Hypernova smart glasses mark a turning point in wearable tech. They’re lighter and more stylish than bulky AR headsets, while offering real-world features like navigation, messaging and hands-free control. At under US$1,000, they aim to make AR glasses more than a luxury gadget—they’re a step toward everyday use.
Whether Hypernova succeeds will depend on how well it balances style, usability and privacy. But one thing is clear: Meta is betting that always-on, glanceable AR can move from science fiction to daily life.
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Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
September 16, 2025 7:31 PM
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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.