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#ASUS successfully concluded its 2026 Asia-Pacific Partner Summit this week in Sydney, Australia under the theme “EVOLVE,” bringing together more than 215 partners and industry collaborators, including ecosystem partners Intel and Microsoft, to outline the next phase of regional growth and technological leadership.
During the summit, ASUS shared its bold ambitions for 2026, reaffirming its commitment to strengthening partner collaboration and market leadership across Asia-Pacific, with a clear objective to achieve a 30% Consumer Notebook market share as it accelerates innovation, portfolio focus, and go-to-market execution across the region.
Deepening Synergy
Peter Chang, APAC General Manager – ASUS Consumer Business
Addressing the gathering, Peter Chang, General Manager, APAC Consumer Business at ASUS, emphasized that "EVOLVE" represents a strategic shift toward deeper collaboration.
He shared, "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".
Strategic Highlights: Omnichannel, AI, and Market Resilience
The summit outlined a comprehensive roadmap to navigate the 2026 landscape:
- Omnichannel Excellence: ASUS shared proven strategies for seamless integration across online and offline platforms. This unified approach is designed to enhance the customer journey and fostering greater engagement.
- Digital Transformation: ASUS highlighted its commitment to empowering partners with the latest tools and resources, facilitating agility and innovation in a rapidly shifting market.
- AI for Customer Benefit: AI is transforming how people work, learn, and live. Although AI PCs are still in the initial stages, ASUS believes their true value extends beyond hardware integration, focusing instead on creating intuitive AI experiences that offer real benefits. ASUS emphasizes a user-centric approach, aiming to ensure that advancements in AI result in practical value for end users.
- Proactive Mitigation of Constraints: In a transparent discussion regarding 2026 market constraints—including price hikes and supply shortages — ASUS will collaborate with partners to provide relevant solutions across various price points and customer segments, focusing on resilience and adaptability
- Product Strategy: ASUS has introduced a focused brand and product strategy aimed at driving sustainable growth and building partner confidence. With strong year-over-year momentum, ASUS reaffirms its Lifestyle portfolio—Zenbook, ProArt, and Vivobook S—as key growth engines tailored to distinct user lifestyles, alongside the ROG Zephyrus, Strix Scar and TUF models.
Additionally, ASUS has outlined its vision for AI PCs, emphasizing a hybrid AI roadmap and an intuitive virtual assistant experience. This initiative reflects ASUS’ commitment to turning the promise of AI into real value for partners and consumers.
Comprehensive Solutions made for Every Filipino
ASUS continues to hold solid leadership in the Philippine market, driven by strong partnerships and a comprehensive product lineup that promises top-of-the-line performance across premium, mainstream, and gaming segments. In 2025, ASUS Philippines marks valuable milestones—from bridging gaps in market share and strategic retail expansion, to high-performing and modernized channel support for partners nationwide. This year, in 2026, ASUS remains focused on broadening our portfolio and providing stronger channel reinforcements to create more opportunities for innovation to reach more Filipinos.
“Our performance in 2025 is a testament to our strong relationship with our partners,” said Harrison Cheng, ASUS Philippines Business Development Manager. “As we move into the new year, we remain committed to supporting our stakeholders through our complete lineup of products and stronger retail strategies.”
A Commitment to Sustainable Success
The ASUS APAC Partner Summit has reaffirmed the company's commitment to fostering a collaborative environment that encourages growth and innovation. As ASUS looks ahead to 2026, the organization is committed to continue working alongside partners to deliver exceptional value and drive technological advancements across the region, further solidifying its position as the leading consumer and gaming laptop brand in Asia-Pacific.
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