According to Taizo Hashida, a director at Unitcom, a majority of potential buyers for the cutting-edge graphics cards are Chinese-speaking customers. Launched on January 30, these sought-after cards promise improved processing speeds and image rendering capabilities, leading to better visuals and a smoother gaming experience. However, due to US export restrictions on advanced computer chips, this series is not available in China. These measures aim to restrict access to advanced technology that can power artificial intelligence systems and weapons development, as part of Washington’s strategic efforts to maintain technological superiority.
Chinese gamers have expressed dissatisfaction with what they refer to as a “watered-down version” of Nvidia’s latest release. In response, Nvidia has developed a modified version specifically for the Chinese market with a slower AI component. This disparity has led to increased demand for the current generation of graphics cards in regions such as Japan.
Gil Luria, the head of tech research at investment group D.A. Davidson, highlighted that the restrictions imposed by the US apply to the latest cards due to their potential use in AI development. Diehard gamers find the differences between allowed and restricted chips significant, prompting them to seek out these products in other markets.
In a recent incident at PC Koubou’s Akihabara store, chaos erupted as eager buyers crowded the area in hopes of purchasing the highly coveted GeForce series graphics cards. The store had organized a lottery for buyers, but the turnout far exceeded expectations, resulting in disorderly scenes with individuals disregarding instructions and climbing over fences to gain entry.
Nvidia’s efforts to comply with export controls have previously led to the development of region-specific gaming chips. For instance, the Chinese market received a modified RTX 4090D chip last year, which exhibited a 5% performance decrease compared to the international version.
The demand for the RTX 5090 chip, priced at $1,999 in the US, has driven resellers in China to offer the product at significantly higher prices, reaching up to $5,700 on platforms like Taobao. This soaring demand has prompted discussions on social media platforms like Xiaohongshu, with users seeking advice on purchasing the chips from overseas sources.
“Student in Thailand hoping to earn some money for my tuition fee,” the person wrote. “If I bring some RTX 5090s back, will there be rich men who will take them?” CNN has reached out to Nvidia for comment. Joyce Jiang contributed reporting. For more CNN news and newsletters, create an account at CNN.com.
