ASUS Malaysia to be Malaysia’s Top Technology Brand, going beyond just laptops and PCs

Consistently delivering innovative products like AI laptops and powerful gaming PCs, ASUS Malaysia has become a major player in the Malaysian PC market. ASUS is also the only brand right now to offer the latest AI-powered Copilot+ PCs in every price segment, but they aren’t going to just stop there. We had the opportunity to have a quick discussion with Lenny Lin, Country Head, ASUS Malaysia to pick his brains on what’s next for ASUS Malaysia.

What’s Next for ASUS Malaysia with Lenny Lin, Country Head, ASUS Malaysia

ASUS is already one of the top leaders in the PC space in Malaysia. What’s next for ASUS?

I think the next logical step for ASUS Malaysia is quite simple, really. As you’ve pointed out, we’re already a leader in the local AI PC market, so our next target is to not only be the number one laptop brand in Malaysia but also the top technology brand in Malaysia overall. What do I mean by technology? Well, we want users to experience ASUS products no matter where they are or what they need—whether it’s laptops, tablets, gaming laptops, Copilot+ PCs, smartphones, ASUS accessories, or PC peripherals. Our goal is for ASUS to be the go-to brand whenever Malaysians search for or purchase their next tech product or gadget.

What strategies will ASUS be looking to implement as part of this drive to be the number one technology brand in Malaysia?

At ASUS, we design and manufacture a wide range of products tailored to different demographics of consumers. As part of our goal to become the top technology brand in Malaysia, we are focusing on integrating our product ecosystem to cater to various users’ needs. For instance, those looking for a productivity laptop may find our ASUS Vivobook and ASUS Zenbook series ideal, along with complementary ASUS accessories like wireless mice, mechanical keyboards, and high-performance monitors, creating their own ASUS ecosystem for work.

Beyond that, we are continuously innovating to develop products that enhance the everyday user experience. A great example is the ROG Ally, our entry into the handheld gaming PC market. Seeing the rising demand for portable gaming devices, we aimed to deliver the perfect balance between performance, price, and portability. Even after its launch, we refined it further, leading to the development of the ROG Ally X. This commitment to innovation is what sets ASUS Malaysia apart as we strive to dominate not just the AI PC market but also the gaming and consumer tech space.

Could you share any details about how well ASUS is doing in Malaysia at the moment

Certainly! I’m quite proud of how well ASUS Malaysia has performed so far. As of the end of 2024, we achieved a 29% market share for Windows laptops in Malaysia. In fact, thanks to our strong push in the AI PC market, we now hold an impressive 75% market share for Copilot+ PC devices in Malaysia. On top of that, we dominate the premium Windows laptop segment (above RM4,000) with a 48% market share.

When it comes to gaming laptops, ASUS ROG has been the number one gaming laptop brand in Malaysia for the past nine years, with a 30% market share in the gaming laptop scene. We’re on track to make it a full decade of dominance! Additionally, in the gaming smartphone category, our ROG Phone lineup holds a staggering 83% market share in Malaysia, solidifying our position as a leader in high-performance mobile gaming devices.

We’re hearing a lot about their strategy with regard to the consumer, but what about your retail partners? What is ASUS’ plan when it comes to your physical stores?

Well, I’m glad you asked because we have big goals for ASUS Concept Stores in Malaysia for 2025. This year, we are focused on five key initiatives: enhancing the customer shopping experience, improving ASUS brand perception and reputation, increasing sales and cross-selling opportunities, boosting customer loyalty and retention, and differentiating ourselves from competitors.

You will see these efforts come to life in our ASUS flagship stores. Thanks to our comprehensive IT ecosystem, we are establishing ourselves as the best one-stop shop for consumer technology in Malaysia. Whether you need a high-performance ASUS AI PC, Copilot+ PC laptop, all-in-one desktop, gaming laptop, gaming desktop, smartphone, or handheld device, our stores offer a complete lineup. We also provide PC components, gaming accessories, and peripherals, including keyboards, mice, headsets, gaming controllers, backpacks, and gaming chairs. By delivering a seamless shopping experience and an extensive product ecosystem, ASUS Malaysia is committed to becoming the number one technology brand in Malaysia.

Going back to PCs for a moment, while I understand the main goal is to expand your offerings, what will ASUS do to ensure its lead in the AI PC space remains?

Of course, our laptop offerings are very much our bread and butter, and in this space, I think it’s clear that we have some of, if not the best laptops in Malaysia across the entire price range. Starting with the mainstream consumer laptop, we recently launched our new Vivobook laptops, which are Copilot+ PCs powered by Qualcomm Snapdragon X processors. The goal with the Vivobook was simple: introduce a high-quality Copilot+ PC for the masses—something that anyone can pick up and use right off the bat.

Moving on to our premium devices, while we’re still offering our Vivobook S and Zenbook S options, our latest model is perhaps the most exciting. The Zenbook A14 is the newest member of the Zenbook family and is one we’re particularly proud of due to its ultralight design. Weighing as little as 899g, thanks to Ceraluminum, it’s the perfect ultraportable laptop for professionals on the go. Plus, it boasts incredible battery life, making it a powerful Copilot+ PC.

Beyond that, our ProArt series continues to be a top choice for creative professionals. Meanwhile, for home users seeking a simple, easy-to-use desktop PC, we offer a variety of desktops and all-in-one PCs, such as the ASUS A5, allowing Malaysians to enjoy large-screen computing without hassle. You can even pair your ASUS PC with our versatile Marshmallow Keyboard or, for gamers in Malaysia, the ROG Pelta wireless gaming headset. If you’re always on the move, check out our ROG Slash 4.0 collection, which includes backpacks and travel gear designed for modern users.

As you can see, we’ve covered every demographic with our AI PC lineup, and we remain committed to offering the best laptops, desktops, and accessories in Malaysia to meet the needs of every user.

What about your personal favourite AI PC from ASUS so far?

Well, of course I have to say I love them all! But if I had to choose one, it would be the Zenbook A14 by just a tiny bit, mostly because I love how lightweight and capable it is. I frequently go out of the office for meetings and business travel, and on top of that I do travel back home to Taiwan from time to time. As such, to see how we’ve been able to design and develop an ultraportable laptop that’s as light as a feather makes it one I’m quite fond of. It even offers up to 29 hours of battery life which is crucial for frequent travelers and professionals such as myself, since I don’t always have a charger when I’m out and about.

For more about the latest ASUS AI and Copilot+ PCs, you can head over to the ASUS Malaysia‘s official website.