The Chinese company STARAY is continuing its expansion with the opening of a second store in Osaka in May 2025. At the same time, an appearance at the “China Night” event at the 78th Cannes Film Festival marks the company’s cultural entry into European markets. The focus of attention will be on 3D-printed shoes, which set new standards in the field of wearable consumer goods through technical sophistication and cultural contextualization.
STARAY’s products are based on fully perforated grid soles that are produced using selective laser sintering. Weighing just 190 grams, they are designed to be particularly suitable for everyday use and ergonomically adaptable. According to the Japanese partner AppleTree, the shoes offer a wearing experience that has been described as “indescribably comfortable”. The partnership was finalized after only 16 days of contract negotiations, which was due to intensive pre-testing and market research. Within 128 days, STARAY realized the market launch including the setup of smart screens connected in real time to the production facilities in China.
In an increasingly over-engineered everyday life, in which Japanese professionals take an average of 20,000 steps per day according to studies, STARAY’s products focus on relief through design. The combination of additive manufacturing, biomechanical optimization and modern material science is a central component of product development. The shoes are intended for use in various scenarios such as commuting, fitness and leisure.
The positioning at the Cannes Film Festival points to a strategic realignment of Chinese brands: Away from a pure manufacturing image towards a cultural self-image that combines technology with aesthetic and symbolic value. Founder Luo Jie emphasizes this claim by saying that the company wants to be a “translator between technology and culture”.
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