Interview with ASUS Malaysia: Zenbook Ascension, Driving Premium and AI PC Dominance in Malaysia

TL;DR

• ASUS commands a dominant market share in Malaysia’s premium laptop segment (nearly 70%) and leads the modern Copilot+ PC category (close to 50%).
• The flagship Zenbook series is defined by cutting-edge innovation, featuring ultrathin designs, top-tier performance, and the sustainable, scratch-resistant Ceraluminum finish.
• ASUS’s strategy for the premium segment focuses on user experience and integrates advanced AI features, distinguishing its Zenbook and Vivobook S lines from competitors like MacBook.
• The company is positioned as a first-mover in the AI PC space, having swiftly embraced and introduced the latest Copilot+ PC technology, promising even further AI experience improvements.

HelloExpress.net recently sat down with Huaipin Li, the Business Development Manager for ASUS Malaysia, to discuss the brand’s remarkable trajectory and strategic vision for its flagship Zenbook series in the Malaysian market. As the technological landscape evolves with an unprecedented focus on artificial intelligence, ASUS is not merely participating—it is leading. This exclusive insight details how the Zenbook and the revitalized Vivobook S lines are cementing ASUS’s position as a dominant force in the premium laptop and next-generation AI PC categories.

Market Leadership: ASUS’s Dominance in Premium Laptops

When discussing the company’s performance, Li confirms that ASUS has established a commanding presence in Malaysia’s competitive laptop market. As of November 2025, ASUS holds a nearly 70% market share in the highly coveted premium laptop segment, defined as devices priced above RM5,000. This impressive statistic underscores the Malaysian consumer’s strong acceptance of the flagship ASUS Zenbook series. Furthermore, the brand is leading the charge in the new modern Copilot+ PC segment, claiming close to 50% of the market—a testament to its proactive and wide-ranging introduction of innovative AI-powered machines.

Zenbook and Vivobook S: Defining the Premium Experience

The evolution of the Zenbook and Vivobook S series vividly reflects ASUS’s commitment to building smarter, more user-focused premium laptops. The ASUS Zenbook remains the brand’s true flagship, serving as the platform for pushing design boundaries with ultrathin, ultralight structures and integrating sophisticated materials. It is the primary showcase for the latest AI laptop technology and powerful Copilot+ PC features, engineered to enhance user efficiency and speed.

Complementing this, the revitalized Vivobook S series represents a strategic effort to democratize the premium experience. It extends AI-powered performance, vibrant OLED visuals, and extended battery life to a broader audience through more accessible designs.

Li notes that while the Zenbook and Vivobook S are often compared to the MacBook, ASUS delivers distinct competitive advantages through its focus on comprehensive AI laptop capabilities, seamless Copilot+ PC integration, and the superior visuals of OLED displays—features not currently available on Apple’s offerings. The core differentiator lies in ASUS’s human-centric design philosophy, which meticulously refines the overall experience, from keyboard tactility and noise reduction to port selection and the practical integration of AI in daily tasks.

Ceraluminum: A Sustainable and Durable Flagship Material

A key element distinguishing the flagship Zenbook series is the innovative material known as Ceraluminum. ASUS selected this finish as a more luxurious and sustainable alternative to traditional anodized aluminum. The material is the result of four years of dedicated development, achieving the desired balance of scratch-resistance, color consistency, and a unique stone-like texture.

Ceraluminum uniquely combines the lightness and durability of aluminum with the anti-scratch properties of ceramic. Furthermore, it boasts exceptional sustainability credentials, being 100% recyclable. This is achieved because the oxidation layer is an inherent part of the aluminum structure, formed through an electric current process in a mineral bath, eliminating the need for additional, difficult-to-recycle coatings. This structural integration also significantly boosts durability, ensuring the finish resists scratches and chipping more effectively than standard anodized aluminum.

Leading the AI Revolution with Copilot+ PC

ASUS’s aggressive and early adoption of the Copilot+ PC category is not incidental; it is an extension of the brand’s long-standing culture of technological first-mover advantage. ASUS was an early pioneer with the Zenbook Ultrabook and later spearheaded the widespread adoption of OLED laptops across its product lines.

This history positioned ASUS to swiftly introduce models like the ASUS Vivobook S15, which was among the first Copilot+ PCs in Malaysia, powered by the Snapdragon X Elite. Li emphasizes that this experience in bringing groundbreaking innovations—such as the dual-display Zenbook DUO—to market gives ASUS a crucial head start. This allows the company to continuously refine and innovate, ensuring that both the ASUS Zenbook and Vivobook deliver the cutting-edge, next-generation AI PC experience that users expect.

Future Outlook: Enhanced AI is on the Horizon

While specific future roadmaps remain confidential, Li concludes by stating that consumers can anticipate an even more significantly improved AI experience in upcoming ASUS laptops. The brand is focused on “upping the ante” across performance, battery life, and build quality, continually redefining what constitutes a premium AI laptop.