To me, it is more like another Filco clone wannabe. HPE rebranding?
If Neo Zelia, you are expecting it to be PCB mounted and have similar characteristic to Noppoo/PLUM/Choc as they came from the same manufacturer.
Seems like they are indeed a product by neotv(which is the first one to sell Neo Zelia), may be they changed their OEM I guessed.
BTW, if you see clearly, you will notice that the paint in the red case being chipped off. So I don't think I will like a painted board. Though I can't deny that fullsize board at 450rmb is cheap enough.