ASUS APAC Partner Summit 2026: “EVOLVE” Roadmap Targets 30% Regional Market Share

TLDR

• ASUS concludes the 2026 Asia-Pacific Partner Summit in Sydney, gathering over 215 premium partners to outline a new growth era.
• The company targets a 30% consumer notebook market share across the APAC region through innovative omnichannel and AI strategies.
• ASUS Malaysia reports a strong 30% market share performance for 2025, supported by 928 retail stores nationwide.
• The “EVOLVE” theme highlights a shift toward hybrid AI PCs and integrated digital transformation to mitigate market constraints.

Introduction: A Strategic Pivot Toward Deeper Collaboration

The regional tech landscape enters a new phase of integration as the ASUS 2026 Asia-Pacific Partner Summit concludes in Sydney, Australia. Operating under the theme “EVOLVE,” the summit served as a critical forum for over 215 premium partners and ecosystem leaders, including Intel and Microsoft. The event marks a profound shift for ASUS, moving beyond transactional distribution toward a “co-creation” model designed to navigate current market complexities. With a bold objective to secure a 30% consumer notebook market share across Asia-Pacific, ASUS is prioritizing a synthesis of hardware innovation and seamless omnichannel execution to ensure long-term regional resilience.

ASUS Malaysia: Leading with Omnichannel Excellence

Within the Malaysian market, ASUS has already demonstrated significant momentum, entering 2026 with an impressive 30% share of the consumer notebook segment. The brand’s success is anchored by a massive physical footprint of 928 retail stores nationwide. These locations serve as experiential hubs where trained professionals guide consumers through hands-on demonstrations.

To maintain this leadership, ASUS Malaysia is doubling down on its omnichannel strategy. This dual-channel approach ensures a consistent premium experience, whether customers engage via the 928 physical storefronts or the strengthening online store platforms. By hosting high-engagement in-store events like ASUS & ROG Fest and collaborating on joint marketing with partners such as NVIDIA, AMD, and Qualcomm, the Malaysian division continues to drive robust retail momentum and brand visibility.

AI and Digital Transformation: Creating Tangible User Value

A primary pillar of the “EVOLVE” roadmap is the acceleration of AI PCs. ASUS acknowledges that while AI hardware is in its nascent stages, the true differentiator lies in “intuitive AI experiences” rather than raw specifications. The 2026 strategy emphasizes a hybrid AI roadmap that leverages both cloud-based and on-device processing to provide practical benefits in productivity and creativity.

The summit highlighted the Lifestyle portfolio—comprising the Zenbook, ProArt, and Vivobook S series—as the primary growth engines for these AI advancements. These models, alongside the ROG Zephyrus and TUF Gaming lines, are being optimized to act as intelligent virtual assistants. By empowering partners with advanced digital tools, ASUS aims to foster a more agile marketplace that can rapidly adapt to the shifting demands of AI-integrated workflows.

Navigating Market Constraints and Future Resilience

Acknowledging the challenges of the 2026 fiscal year, including potential price hikes and supply shortages, ASUS is proactively collaborating with partners to ensure a resilient supply chain. The company’s strategy involves providing diverse solutions across various price points to remain accessible to all customer segments. This transparency is intended to build partner confidence and ensure that innovation remains a constant, even amid economic headwinds.

By aligning digital transformation goals with a unified go-to-market execution, ASUS is positioning itself as more than just a hardware manufacturer. The Sydney summit reinforces a commitment to a collaborative environment where sustainable growth is driven by shared success between the brand and its extensive partner ecosystem.