ASUS gathers over 215 partners at APAC Summit 2026, targets 30% notebook market share
ASUS has wrapped up its 2026 Asia-Pacific Consumer Business Partner Summit in Sydney, Australia, bringing together over 215 partners from across the region. Held under the theme “EVOLVE”, the summit outlined ASUS’ growth strategy for 2026, with a strong focus on omnichannel retail, AI-powered PCs, and partner collaboration.
Key ecosystem partners including Intel and Microsoft were also present, reinforcing ASUS’ push towards deeper industry alignment as it navigates a challenging market environment.
ASUS hits 30% consumer notebook market share in Malaysia
At the summit, ASUS reaffirmed its ambition to achieve a 30% Consumer Notebook market share across Asia-Pacific by 2026. The company plans to do this by sharpening its product portfolio, strengthening go-to-market execution, and working more closely with retail and ecosystem partners.
“Amid current market complexities, together with our partners we are committed to aligning our digital transformation goals with a strong omnichannel strategy.
This approach enables us to actively navigate challenges and create a marketplace where innovation directly contributes to customer excellence and long-term regional resilience,” – Peter Chang, ASUS General Manager, APAC Consumer Business
ASUS Malaysia also took part in the summit, celebrating a strong 2025 performance with a 30% share of the Consumer Notebook market. The local team attended alongside 18 key partners and dealers, setting the stage for continued growth in the coming year.
Malaysia remains a key market for ASUS, supported by 928 ASUS retail stores nationwide. Each store is staffed by trained personnel, with laptops displayed alongside animated one-pagers that clearly explain key features, allowing customers to better understand products through hands-on interaction.
On the digital front, ASUS Malaysia continues to strengthen its online store, offering nationwide delivery, exclusive bundles and access to the latest products. According to ASUS, this ensures a consistent experience whether customers shop online or in-store.
To drive footfall, ASUS Malaysia regularly organises in-store events such as ASUS & ROG Fest, featuring exclusive promotions and limited-time deals. The brand also works closely with partners including AMD, Intel, Microsoft, NVIDIA and Qualcomm on joint marketing campaigns and retail activations.
As for 2026, ASUS outlined several priorities during the summit. This includes integrating online and offline platforms to deliver a seamless customer journey as well as equipping partners with tools and resources to stay agile in a fast-changing market.
Of course, no conversation about tech is complete without AI in the big 2026, and ASUS in particular believes AI PCs should go beyond hardware, focusing instead on intuitive, user-centric experiences that add real value. The Taiwanese giant also acknowledged potential challenges such as price increases and supply shortages, and plans to work with partners to offer solutions across different price segments.
Their plan for growth will be driven by lifestyle-focused laptops like Zenbook, ProArt and Vivobook S, alongside gaming models such as ROG Zephyrus, ROG Strix and TUF Gaming. As for its AI PCs, they emphasized a hybrid AI roadmap and an intuitive virtual assistant aimed at turning AI from a buzzword into practical everyday tools for users.
ASUS says the APAC Partner Summit reinforces its commitment to long-term collaboration with partners across the region. As the company looks ahead to 2026, it aims to continue delivering value through innovation, AI adoption and a stronger omnichannel presence, further cementing its position as a leading consumer and gaming laptop brand in Asia-Pacific.
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