Sharing at the opening event of the first Asus Exclusive Store in Ho Chi Minh City, Mr. Peter Chang, General Director of Asus Asia - Pacific region, commented: "Vietnam is gradually becoming the most vibrant laptop market in Southeast Asia. The proportion of high-end laptops in the total number of machines sold by the company is also larger than many countries in the region."
What is special is that users are increasingly setting strict standards in choosing devices. They carefully compare configurations and features before making a decision. Asus realizes that customers today need a personalized shopping journey, based on real-life experiences. That is the reason the company pioneered the expansion of the Asus Exclusive Store (AES) model in Vietnam, to better serve users.
According to Mr. Chang, in the past 10-15 years, the Vietnamese market has almost reached saturation with old generation laptops. However, the upgrade rate to new generations such as AI laptops is still only 2-3%, meaning that the market space is still very large.
Mr. Peter Chang, General Director of Asus Asia - Pacific region
PHOTO: Contributor
Along with the need for device upgrades, Vietnamese users increasingly pay attention to the experience before making the final purchase decision. Understanding that need, Asus has deployed the AES model to expand the customer's real-life experience strategy, increasing the space for users to directly explore the latest technology. This ecosystem is formed through close cooperation with professional domestic retailers, from display areas at partner stores nationwide, to Asus AI Innovation Hub, ROG Exclusive Store (RES) and Asus Exclusive Store (AES).
According to Asus leaders, models like RES and AES are not simply points of sale, but are complete experience spaces where users can interact with the entire product portfolio from popular to high-end in one location. This also clearly demonstrates Asus's user-centric philosophy.
At Asus Exclusive Store HCMC, users can find Vivobook models for students, Vivobook S series aimed at modern youth, high-end Zenbook series with ultra-thin and light design to gaming laptops ROG Strix, ROG Zephyrus, ROG Flow. At AES, customers can also experience the latest generation of ROG Ally handheld game console, allowing users to easily compare and choose according to actual needs.
Visitors look at new technology devices at the newly opened Asus Exclusive Store in Ho Chi Minh City.
PHOTO: KHUONG NHA
"We not only bring the latest technology to serve Vietnamese users but also create conditions for users to truly feel the value of technology. When more people have the opportunity to experience, compare and see practical benefits, the speed of receiving and applying new technology will increase," said Mr. Peter Chang.
In particular, AES also designed a separate display area for the latest AI laptop models, helping users visually explore features such as smart search or real-time translation right on the device without the need for the Internet.
Asus is the first brand to bring AI laptops that meet Copilot+ PC standards to the Vietnamese market. According to data released by the company as of June 2025, Asus currently holds more than 50% of the market share of AI laptops running Windows. The company's Copilot+PC models range from high-end models such as Zenbook A14, Zenbook S16, to popular models such as Vivobook 16, helping to popularize new technology to Vietnamese users.
New generation AI laptops on display at Asus Exclusive Store
PHOTO: KHUONG NHA
The Asus Exclusive Store space is part of the multi-level retail ecosystem Asus is building in Vietnam. In addition to a chain of physical showrooms at more than 70 stores of major retailers, the company also deployed the Asus AI Innovation Hub area in 8 retail stores from mid-2024. Here, users can explore AI laptop models integrated with the most advanced CPU lines.
The opening of the first Asus Exclusive Store in Ho Chi Minh City clearly demonstrates Asus's long-term commitment to the Vietnamese market. With a strategy combining pioneering the popularization of advanced technologies, a diverse product ecosystem and an experience-centered retail model, Asus is gradually redefining the way Vietnamese people approach and choose technology devices.
Asus representative said that Hanoi and Ho Chi Minh City are the two starting locations for the high-end experience store model in Vietnam. In the future, the company is ready to invest and accompany partners to expand this model to other cities across Vietnam.
Source: https://thanhnien.vn/asus-mang-cua-hang-trai-nghiem-cao-cap-den-tphcm-185250806115727812.htm
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