They don't sell well in Asia. It's mainly xiaomi, oppo, vivo and huawei.
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OnePlus is owned by Oppo, no?
IIRC it started as an experiment to understand what works in western markets.
It wasn't even an experiment for western markets. It was a small team that convinced leadership to try and sell for the international market. The initial focus was China. And then it became an unexpectedly large international success.