HOW

Founded in 2008, HOW Cues is dedicated to developing high-performance billiard equipment for players around the world. Guided by the philosophy of “pursuing excellence while honoring true craftsmanship,” the brand seamlessly unites precision engineering with refined, traditional workmanship.

At the heart of HOW’s identity is the vision of its founder, Tseng Chung How, a renowned professional player and elite coach from Chinese Taipei. A champion of the 2003 Shanghai Open, Tseng later became the coach of world champion—China’s 9-ball queen—Pan Xiaoting, guiding her to multiple international titles. He went on to serve as China’s national team coach, earning recognition for his deep understanding of the game and his commitment to excellence at the highest level.

Among the players he coached, Dang Jinhu—captain of the China national team—made history by becoming the first male player from mainland China to win a major international title, capturing the Spanish 9-Ball Open in 2023.

This background defines the foundation of HOW Cues. More than just equipment, each piece reflects HOW’s winning philosophy—built on precision, discipline, and consistency. The brand believes that true performance comes from the perfect harmony between player and equipment—where every shot feels natural, predictable, and controlled.

HOW’s commitment to performance extends to every component. Their tips are widely trusted by professional players worldwide, valued for their consistency, grip, and reliability under pressure. At the same time, HOW cues—particularly the HOW Flash carbon fiber shafts—are regarded as second to none, delivering exceptional feedback, low deflection, and unmatched precision.

By working closely with top players around the world, HOW continuously refines its designs, integrating real-world feedback into every product. The goal is simple: to provide players with equipment they can trust in every match.

At its core, HOW’s vision is bold and clear: to deliver custom-level performance without the custom-level price—bringing elite-level feel, technology, and consistency to players who demand more, without compromise.