Founder Spotlight: Jasen Wang on Making Creation Simple with xTool

Jasen Wang is the founder and CEO of xTool, a leading maker of desktop laser cutters and smart fabrication tools that help creators and business owners turn ideas into products. Since launching the xTool brand in 2021, the company has grown to more than 500,000 users across 62 countries. In this conversation, Jasen shares what drew him to tools, how user feedback shapes the roadmap, and where xTool is headed across laser and printing lines.

What initially sparked your passion for consumer hardware products, and what were some of the first projects or experiments that made you realize you wanted to be an entrepreneur?

I’m someone who really likes making things with my hands. I enjoy the pleasure of having an idea and then bringing it to life. I started making soccer robots in my university lab and also created a prototype of a device for cleaning glass curtain walls. These experiences made me realize that, compared with the digital world of the internet, I prefer creating in the real world. My desire to start a business comes from hoping to leave a mark, to have an impact, and to bring about change in the world when I leave it one day.

What gap in the market did you see that convinced you to work on desktop laser engraving products, and how did you know it was the right opportunity?

I’ve always been thinking about how to help people create better. Good tools are the key to solving that problem. Many people were making 3D printers, but I wanted to do something different and not just follow others. I also believed laser cutters had great potential to help people create, and since few were working in this area, I saw it as a good opportunity.

xTool was founded with a vision to “make creation simple.” How is xTool lowering the barrier to entry for creators and small businesses, and what impact do you see this having on the broader creator economy?

From the start, we’ve placed great importance on user experience. We invest heavily in developing both software and hardware to make laser cutters simple and intuitive. Price is also an important barrier, so we work hard to reduce costs so that more people can afford these tools. As a result, users who never imagined using laser tools before are now creating incredible things with them.

xTool has launched a variety of innovative products. What is your product development philosophy, and how do you decide which new tools will matter most to the maker community?

Our tools have evolved in two main directions: becoming more user-friendly and gaining more powerful functions. We maintain a very close relationship with our users. We run an active user community, and I often do live broadcasts on YouTube to communicate directly with them. This makes us very sensitive to user needs. Our users are also happy to share feedback because they know their voices are being heard.

You’ve emphasized the role of user feedback in shaping your products. Can you share a moment when feedback directly influenced a key product decision or redesign?

We recently launched a new laser engraver called the xTool F2, which is an upgrade of our previous F1. Almost all the upgrades came from ongoing user feedback, and the launch of this product has been very successful.

How do you think about going global at xTool, and how has your approach to entering and growing in new markets changed over time?

We aim to build a truly global enterprise, not just sell products to internationally. We want deep connections with local communities and for our products to create real value. xTool helps many small and medium-sized businesses start or expand operations. This is what we see as meaningful impact. We also launched the “1% for Makers” program, through which we take 1% of our profits, convert it into equipment, and donate it to local maker spaces, schools, and other public institutions.

What trends do you see reshaping the maker movement today, and how do they influence your vision for the new era of making and xTool’s role within it?

Creation used to have a high barrier to entry, but AI is lowering that threshold dramatically. Programming, drawing, and other creative tasks have become easier, while tools like 3D printers, laser cutters, and CNC machines are now more affordable, reliable, and user-friendly.

About a decade ago, the global maker movement was thriving, but attention later shifted toward the internet and AI. Now, as AI makes creation easier and tools become more accessible, I believe a new wave of the maker movement will emerge. xTool aims to be the bridge connecting the digital and physical worlds helping ideas move from screens into real life, onto your t-shirt, your cup, or your jewelry.

Looking ahead, what is next for xTool, and are there new technologies or product categories you are especially excited to explore in the coming years?

We are focused on two product lines. One is the laser line, and the other is the printing line. On the laser side, we will keep improving performance, safety, and workflow. Recent systems like the P3 CO₂ laser give creators a larger workspace with faster production and better vision support, and portable machines such as the F2 Ultra bring dual-laser capability to on-site customization. Our enclosed desktop models keep getting easier to use for schools, shops, and makers.

On the printing side, we are building the same idea of simple, reliable creation. We introduced a one-click DTF apparel printer that integrates printing, film cutting, powdering, and curing, and a laser-assisted screen-printing solution with AI color separation, and we added an inkjet module and heat presses to help users finish more jobs in one ecosystem. Our goal is an end-to-end path from design to finished goods with fewer steps, higher reliability, and broader material and color support. We’ll soon introduce several important new products that expand creative possibilities even further.

What has been the most important lesson from your entrepreneurial journey so far, and what advice would you share with aspiring founders?

The most important lesson I’ve learned is that a great product can overcome any obstacle. Startups should make every effort to perfect their products. When they do, it’s easier to stand out. We live in a time of abundance where there’s countless products and business models, but few truly solve problems. I hope more founders think about entrepreneurship through the lens of problem-solving for society.