Note: Some publicly available sources give different dates and descriptions for the company’s corporate establishment versus the Leten brand’s origins. The 2013 date generally refers to the brand, while the currently identified Guangzhou operating company dates to 2017.3

Origins

Leten’s history is generally traced to 2013, when the brand was established under the name Leten Lei Ting (leten雷霆). Industry sources identify Yang Haifeng (杨海峰) as the person behind the brand and describe him as having worked as a product manager in the sexual products industry.

The brand initially focused on the growing Chinese market for technologically enhanced intimate products. Rather than concentrating exclusively on traditional, manually operated products, Leten increasingly emphasised mechanical movement, vibration, suction, heating, electronic controls, and industrial design.

In 2017, the brand reportedly underwent an expansion and rebranding associated with the name “Leten Leiting Baofeng” (雷霆暴风). The corporate entity Guangzhou Leiting Baofeng Health Industry Technology Co., Ltd. was also established in Guangzhou in May 2017.3

Expansion

During the late 2010s, Leten expanded its product range from male-oriented products into women’s products, vibrators, couples’ products, and other sexual wellness accessories. Industry descriptions characterise the company as pursuing an integrated model encompassing product development, design, manufacturing, sales, and after-sales service.4

The brand subsequently developed an international distribution presence, with its products being marketed in Europe, North America, Australia, Japan, and other overseas markets. Leten’s current international storefront likewise presents the company as a global sexual wellness brand.5

The company behind Leten is Guangzhou Leiting Baofeng Health Industry Technology Co., Ltd. Public Chinese business databases list the company as a privately held limited liability company based in Panyu District, Guangzhou, Guangdong Province. Its registered business scope includes technological research and development, technology services, e-commerce, personal care products, and adult products.6

This distinction is relevant because “Leten” is the consumer-facing brand, whereas Guangzhou Leiting Baofeng is the corporate entity associated with operating the brand.

There is some inconsistency online concerning the brand’s geographic identity. Some older secondary sources describe Leten as a Hong Kong brand, while current company records identify the operating company in Guangzhou, Guangdong, mainland China. A third-party Trustpilot response from Leten itself also describes the brand as a Chinese brand based in Guangdong.7

Therefore, the most defensible description is a Chinese sexual wellness brand associated with a Guangzhou-based company, rather than simply calling it a Hong Kong company.

Leten’s catalogue is broad, but the brand has historically been particularly associated with electronic male masturbators.

Major categories

For men

• Automatic masturbators
• Male masturbator cups
• Thrusting machines
• Suction-based masturbators
• Vibrating masturbators
• Heated masturbators

For women

• Vibrators
• Massage devices
• Wearable products
• Other intimate stimulation products

For couples

• Wearable vibrators
• Couple-oriented devices
• Remote/electronic products

Accessories

• Replacement sleeves
• Sleeves and inserts
• Charging and maintenance accessories

The current official storefront divides its catalogue into For Men, For Women, For Couples, and Accessories.7

Leten 708 / Future

The 708 family is one of Leten’s most recognisable technologically oriented products. The series uses a futuristic, enclosed “capsule” aesthetic and incorporates automated mechanical movement and electronic controls. It became particularly representative of Leten’s strategy of turning an adult product into a more sophisticated consumer-electronics-style device.

A380

The A380 is another long-running Leten product family. The name and aircraft-inspired design are part of the company’s broader tendency to use technological and aviation imagery in product branding. Current Leten international catalogues continue to list the A380 IV among their products.8

Cannon King

The Cannon King is one of Leten’s more recent flagship-style products and is heavily promoted by the brand’s international storefront. It is positioned as a high-end automated male masturbator, emphasising powered movement and mechanical stimulation.9

Bermuda Storm

The Bermuda Storm is another premium Leten product designed around automated stroking and suction functions. It appears alongside Cannon King and 708 Future Pro in Leten’s current international catalogue.10

Turbo series

The Turbo and Turbo Charger lines represent another branch of Leten’s automated masturbator portfolio. Current international distributors also list Turbo products under the LETEN brand.11

Youhuang

Youhuang (优皇) is one of the older Leten-associated product families and is repeatedly mentioned in Leten’s own historical material alongside the 708 and A380 lines.12

Technology is central to Leten’s branding. The company describes its products as being developed through a combination of engineering, industrial design, user research, and product testing. Its official material claims that the company has accumulated 197 national patents since its establishment.13

Leten also states that its R&D organisation consists of approximately 20 people, with nearly RMB 20 million annually allocated to research and development.14

The company’s emphasis is particularly visible in its automated products, which can combine several technologies:

• Motorised reciprocating movement
• Vibration
• Suction/air-pressure mechanisms
• Heating
• Electronic speed control
• Multiple operating modes
• Programmable or intelligent controls
• Replaceable internal components

This technological orientation is one of the main characteristics that distinguishes Leten from inexpensive, mechanically simple adult product brands.

Leten describes itself as having an integrated manufacturing and development operation rather than merely outsourcing finished products. According to the company’s own international materials, its manufacturing infrastructure includes a 10,000+ square metre intelligent manufacturing facility, more than 100 employees, quality testing centres in Guangzhou and Dongguan, and an ISO 9001-certified manufacturing system. The company also states that its products have received CE and RoHS certifications.15

These claims should be understood as company-reported specifications; individual products can have different certifications and regulatory classifications, so a CE/RoHS statement about the brand should not automatically be interpreted as certification of every product currently sold.

Leten’s official brand philosophy centres on sexual freedom, self-expression, and sexual wellness. Its stated mission is: “Let every individual’s nature be fully unleashed.”

The company argues that sexuality should be treated as a natural part of human life rather than automatically associated with shame or embarrassment. Its stated long-term goal is to become a world-class sexual health brand.9

This positioning represents an attempt to move the brand away from the traditional image of adult products as novelty merchandise and towards the broader concept of sexual wellness and technology.

Leten’s visual identity is strongly influenced by technology and futuristic industrial design. Its higher-end products frequently use:

• Black, white, and metallic finishes
• Capsule or spacecraft-inspired shapes
• Digital interfaces
• Mechanical components
• Large illuminated buttons or displays
• Futuristic product names
• “Machine” or “vehicle” imagery

Names such as 708 Future Pro, A380, Cannon King, Turbo Charger, and Bermuda Storm reinforce this technological positioning.16

Leten’s product philosophy is closer to “consumer electronics for sexual wellness” than to the traditional appearance of a simple adult novelty.

Leten has built an international distribution network and is sold through retailers and distributors outside China. The company’s own materials state that its products are exported to Europe, America, Australia, and other regions.17

International distributors currently list dozens of Leten products, including A380, Turbo Charger, and couples’ products, demonstrating that the brand has expanded beyond its original male masturbator focus.8

The brand also operates international-facing storefronts such as Leten’s official international website.

The name LETEN has been the subject of trademark filings in the United States. A US trademark application filed in November 2024 under the name Yang Haifeng covers goods including condoms, electric massage appliances, massage apparatus, and sex toys.10

That filing is useful evidence linking the LETEN name with sexual wellness products, although a trademark application should not by itself be interpreted as proof of ownership of every LETEN-branded product or website.

Leten occupies a position towards the technology-focused and premium end of the Chinese adult product market, particularly in automated male masturbators. Its competitive identity can be summarised as a progression from traditional adult toy to electronic device to intelligent sexual wellness product.

The brand tries to differentiate itself through:

1. Automation: Powered rather than purely manual products.
2. Engineering: Motors, air pressure, heating, and mechanical systems.
3. Industrial design: Futuristic and recognisable hardware.
4. R&D: Emphasis on patents and proprietary product development.
5. Manufacturing: An integrated design-to-production model.
6. International distribution: Products marketed outside China.
7. Sexual wellness positioning: Presenting pleasure as part of normal personal wellbeing.

Leten has developed substantial recognition among users of Chinese and international adult products, particularly among enthusiasts of automatic masturbators. However, information about the company should be treated with some caution because many numerical claims circulating online originate from the brand itself or from commercial brand directories. For example, claims such as “global market leadership,” the exact number of patents, annual R&D spending, and export reach are not necessarily independently audited.

There is also inconsistent information about the company’s founding date and geographic identity. Some sources state 2013, some corporate records show the present Guangzhou company was incorporated in 2017, and some older websites call Leten a Hong Kong brand.19

For a neutral description, it is therefore better to distinguish brand history from corporate registration history.

The brand is commonly associated with the Chinese name 雷霆 (“Leiting”), with the expanded branding 雷霆暴风 (“Leiting Baofeng”). “LETEN” itself is used as the international-facing Latin-letter brand name. A US trademark record explicitly states that the word “leten” has no meaning in a foreign language, suggesting that the English name is primarily a constructed brand identifier rather than a direct English translation.18

Leten is a Chinese sexual wellness brand founded in the 2010s and associated with Guangzhou Leiting Baofeng Health Industry Technology Co., Ltd. It is best known for technologically sophisticated adult products, particularly automated male masturbators.24

Its identity is built around the intersection of sexual wellness, engineering, and industrial design. The brand has evolved from a Chinese adult products company into an internationally marketed brand with products for men, women, and couples. Its most recognisable product families include 708/Future, A380, Youhuang, Cannon King, Bermuda Storm, and Turbo. The company emphasises patents, R&D, manufacturing, quality control, and international distribution as major parts of its competitive strategy.

1. Blogs: Leten Brand Introduction | Leten® Official – LetenDirect
2. Leten® Official Top Male Masturbator – World-Class Sex Toy Brand – LetenDirect
3. 雷霆暴风Leten简介-雷霆暴风自慰器-十大品牌网CNPP
4. 雷霆海淘商城入口_LETEN是什么牌子
5. Leten雷霆暴风品牌情趣用品、成人用品怎么样-Leten雷霆暴风品牌介绍、联系方式-品牌网
6. 雷霆暴风/leten-品牌入驻-聚客性商云-懂运营的成人用品行业技术服务平台！
7. Leten Reviews | Read Customer Service Reviews of leten.co
8. Leten – MSX Distribution
9. About Leten | Leten® Official – LetenDirect
10. LETEN Trademark Application of Yang Haifeng – Serial Number 98852453 :: Justia Trademarks
11. Leten Reviews – Read Customer Reviews of Leten.co
12. LETEN – 官方授權販售 | Pinkoi 全系列好評上架中
13. LETEN – 官方授權販售 | Pinkoi 全系列好評上架中
14. Leten® FR Official – LetenFR
15. 雷霆暴风（LETEN）机皇-未来雷霆舱飞机杯开箱评测 _ 老吴说飞机杯
16. Leten雷霆暴风品牌情趣用品、成人用品怎么样-Leten雷霆暴风品牌介绍、联系方式-品牌网
17. Entry and Technological Performance in New Technology Domains: Technological Opportunities, Technology Competition and Technological Relatedness – Leten – 2016 – Journal of Management Studies – Wiley Online Library
18. LETEN – Zhou Qiuxiang Trademark Registration
19. What Makes Leten Different? | Premium Leten Sex Toys & Masturbators – LetenDirect
20. Retail | Leten® Official – LetenDirect
21. Leten Special Offers – LetenDirect
22. 雷霆Leten品牌情趣用品、震动棒怎么样-雷霆Leten品牌介绍、联系方式-品牌网
23. 广州雷霆暴风健康产业科技有限公司企业信息-电话-公司地址-品牌网
24. 情趣电商品牌十大排名榜_情趣电商十大品牌排行榜-中国品牌网