> terrible name making “New” part of the product name btw

It's a sign that Nintendo retains it's Japan first philosophy in many areas. But also the flexibility multiple alphabets give.

In Japan it is called "New ニンテンドー 3DS". Not 新しい (which means new) ニンテンドー 3DS.

Writing the New in English makes it clear to Japanese people it's part of the name, incidentally they write the Nintendo on katakana marks it apart from how it might be written in Japanese if it were the name which would be in kanji 任天堂 (usually termed leave luck to the heavens). If they wanted not to use kanji and keep the link to the name Nintendo then they'd use the hiragana にんてんどう. But katakana feels more techy and is clearly apart from the Japanese word and name Nintendo.

Japan, in general, does the English word borrowed back into English often.

Pack became パック (pakku) and then was returned to English as pak for game/memory pak etc. they did this to avoid using the word cartridge and cassette which is what they'd borrowed for the name of game carts.