In a move that underscores its sharpened focus on the global printer market, Ninestar announced on March 17 that it will officially rebrand as Pantum Technology Co., Ltd., adopting the name of its sole remaining printer brand. The change, disclosed through regulatory filings and company announcements, reflects the company’s post-divestment identity following the sale of Lexmark in July 2025.
The Ninestar brand was significantly stained in 2023, when the company was added to the Uyghur Forced Labor Prevention Act Entity List by the Department of Homeland Security on charges of slave labor. Ninestar and other companies saw their imports to the U.S. banned for “participation in business practices that target members of persecuted groups, including Uyghur minorities in the PRC.” Ninestar vigorously denied the allegations that it had used forced labor to produce its goods and has been embroiled in court motions filed with the U.S. Court of International Trade.
The most recent development came last June, when the Forced Labor Enforcement Task Force (FLETF), citing confidential evidence, rejected an appeal by Ninestar to be removed. That prompted now-Pantum to file a status report with the U.S. Court of International Trade.
The question centers on whether the rebrand can help the company rehabilitate its image. The rebranding includes a new stock short name—Pantum Technology—and marks a pivotal moment in the company’s transformation from a multi-brand conglomerate to a unified, Pantum-led enterprise.
Pantum has emerged as a growth engine for the company, posting ¥4.658 billion in revenue for 2024, a 19.87% year-over-year increase. Sales of A3 laser copiers surged 131.44%, and shipments tied to China’s IT Application Innovation initiative also saw significant gains. The brand’s momentum was further reinforced by the opening of a Pantum subsidiary in Mexico in September 2025, part of a broader globalization strategy aimed at expanding its footprint in Latin America.
The company emphasized that the rebranding is not merely cosmetic—it’s a strategic alignment with its core business. “Pantum is now the face of our innovation and global ambition,” the company stated in its announcement. “This change reflects our commitment to building a stronger, more focused brand that resonates with customers and partners worldwide.”
With the Lexmark chapter closed and Pantum positioned for continued expansion, the rebranding signals a new era for the company—one centered on streamlined identity, operational clarity, and a clear path forward in the competitive print technology landscape. Whether it’s the corporate version of the Witness Protection Program remains to be seen.
