China Unicom has officially opened pre-registration for its new eSIM service—and the response has been overwhelming. More than 39,000 users have already signed up, showing just how ready Chinese consumers are to move beyond the traditional plastic SIM.

The registration process is straightforward: users simply visit a dedicated landing page within the China Unicom app, where they can express interest and join the early access phase. The campaign, themed “Unicom eSIM, More Freedom of Choice,” reflects the telco’s ambition to position itself as the most user-centric operator in the country’s fast-evolving connectivity landscape.

But there’s more than just a signup page — there’s also a strong incentive. The launch coincides with a promotional period called the “eSIM Trial Season,” offering attractive subsidies and benefits for early adopters.

eSIM Meets AI: A Smart Bundle for Smart Users

In a clever move to align with current hardware trends, China Unicom is tying its eSIM campaign to the launch of the country’s first AI Pad that supports embedded SIM technology. Buyers of this device can receive discounts of up to 600 yuan (around $83) and a free 300GB nationwide data package, valid for one year.

This kind of bundle promotion shows how operators are beginning to treat eSIM not just as a connectivity feature, but as a lifestyle enabler — an ecosystem that bridges smart devices, flexible data, and seamless digital onboarding. It’s also a glimpse of what eSIM-based ecosystems in China might look like as AI devices, wearables, and connected vehicles gain traction.

Why the Timing Is Perfect

The timing of this push is no coincidence. Apple’s upcoming “iPhone Air” (reportedly launching later this year) will be eSIM-only for the Chinese market — marking a turning point for the country’s telecom sector.

Until now, eSIM has grown faster in Europe, the U.S., and parts of Asia-Pacific, while China’s adoption has been more cautious, largely due to regulatory and interoperability complexities. However, that is clearly changing.

Both China Mobile and China Telecom have recently advanced their own eSIM service rollouts, aligning with the Ministry of Industry and Information Technology (MIIT)’s broader digital transformation agenda. The government has been encouraging innovation in digital identity, smart mobility, and cross-device connectivity—all areas that benefit from eSIM technology.

A Market Poised for Explosion

Globally, the eSIM market is expected to grow from $8.7 billion in 2024 to over $16 billion by 2028 (Statista, 2024). In China alone, analysts predict hundreds of millions of eSIM profiles could be activated within the next few years, particularly as IoT, automotive, and wearables markets mature.

Compared with its rivals, China Unicom’s approach appears more consumer-driven and experience-focused, echoing strategies from international players like AT&T, Vodafone, and Deutsche Telekom, who paired their eSIM expansions with convenience-focused app integrations and device bundles.

This is a smart play: by connecting eSIM to a real-world use case — in this case, an AI-powered tablet—Unicom is bridging the gap between awareness and adoption.

The Bigger Picture: What It Means for Travelers and the Industry

For international travelers, business users, and anyone who values flexibility, China’s growing eSIM adoption could be transformative. It paves the way for local eSIM plans that are easier to purchase, switch, and manage—without visiting physical stores or dealing with SIM swaps.

More importantly, this trend signals that China’s operators are finally embracing global eSIM standards, which could make future cross-border connectivity smoother for foreign users as well.

Alertify Take: China’s “Freedom of Choice” Has Real Meaning

China Unicom’s eSIM pre-registration isn’t just a campaign — it’s a milestone in the world’s largest mobile market. It demonstrates how a traditionally cautious ecosystem can pivot toward flexibility, user empowerment, and smart integration.

By combining a national campaign, consumer incentives, and AI hardware integration, Unicom is setting a precedent for what large-scale eSIM rollouts should look like. While China Mobile may still dominate in user numbers, Unicom’s nimble and consumer-friendly approach could make it the most innovative player in the Chinese eSIM space.

As eSIM becomes standard on Apple and Android devices alike, China’s long-awaited leap into embedded connectivity is finally happening—and China Unicom is helping lead the charge.