A manufacturer of expensive Japanese toasters enters the smartphone business


Balmuda, a Japanese design company known for its stylish devices, is announced is going to make a smartphone. The device itself doesn’t have much detail yet, but it’s a 5G handset expected to be released in November. SoftBank sells it as a transport model, while Balmuda also offers an unlocked version.

Balmuda states in its announcement that because the smartphone business is still productized, the company wants to offer an experience that only it can. However, the actual manufacturing is not part of Balmuda’s cab, so it is collaborating with Kyocera on the phone.

Balmuda has a fairly limited range of products for the home, including air purifiers, humidifiers, lights, speakers, rice cookers and so on. Its best-known product is a toaster called Balmuda The Toaster, which sells for 25,850 yen (about $ 235, though available in the US for $ 329 through the MoMa Design Store) and use steam to ensure shokupan, is, among other things, completely crunchy on the outside and soft on the inside. Bloomberg said five years ago that it has become a cult hit in Japan with a three-month wait.

I have a toaster, and while I’m not sure, I would definitely recommend anyone to spend $ 235 or $ 329 on a toaster, it’s a pretty great toaster. The neat design touches everywhere, from the little little mug you use to pour water for steam, to the cute sounds it makes when you turn the timer, making me a little curious what Balmuda could bring to your phone. We will let you know when we find out.


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