Asus brings its premium experience store to Ho Chi Minh City.

Following its launch in Hanoi, the Asus Exclusive Store model has just opened in Ho Chi Minh City to serve the high-end shopping and experience needs of Vietnamese users.

Speaking at the opening event of the first Asus Exclusive Store in Ho Chi Minh City, Peter Chang, General Manager of Asus Asia Pacific, stated: "Vietnam is gradually becoming one of the most vibrant laptop markets in Southeast Asia. The proportion of high-end laptops in the total number of machines sold by the company is also much higher than in many other countries in the region."

Notably, users are increasingly setting stricter standards when choosing devices. They meticulously compare specifications and features before making a decision. Asus recognizes that customers need a personalized shopping experience based on real-world experience. That's why the company is pioneering the expansion of the Asus Exclusive Store (AES) model in Vietnam, aiming to better serve its users.

According to Mr. Chang, over the past 10-15 years, the Vietnamese market has almost reached saturation with older generation laptops. However, the upgrade rate to newer generations, such as AI laptops, remains at only 2-3%, meaning there is still huge market potential.

Mr. Peter Chang, General Manager of Asus Asia Pacific

PHOTO: CONTRIBUTOR

Alongside the demand for device upgrades, Vietnamese consumers are increasingly prioritizing the user experience before making a final purchase decision. Recognizing this need, Asus has implemented the AES model to expand its customer experience strategy, increasing the space for users to directly explore the latest technology. This ecosystem is formed through close collaboration with professional domestic retailers, ranging from showrooms in partner stores nationwide to the 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; they are complete experience spaces where users can interact with the entire product catalog, from entry-level to high-end, in one location. This clearly demonstrates Asus's user-centric philosophy.

At the Asus Exclusive Store in Ho Chi Minh City, users can find Vivobook models for students, the Vivobook S series aimed at modern youth, high-end Zenbook models with ultra-thin and lightweight designs, and gaming laptops such as the ROG Strix, ROG Zephyrus, and ROG Flow. At AES, customers can also experience the latest generation ROG Ally handheld gaming console, allowing users to easily compare and choose according to their actual needs.

Visitors view the latest 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 opportunities for users to truly experience the value that technology brings. The more people have the chance to experience, compare, and see the practical benefits, the faster the adoption and application of new technologies will increase," said Peter Chang.

In particular, AES has designed a dedicated display area for the latest AI laptop models, allowing users to visually explore features such as intelligent search and real-time translation directly on the device without needing an internet connection.

Asus is the first brand to bring AI laptops with Copilot+ PC certification to the Vietnamese market. According to data released by the company as of June 2025, Asus currently holds over 50% of the market share for Windows-based AI laptops. The company's Copilot+PC models range from high-end lines like the Zenbook A14 and Zenbook S16 to mainstream models like the Vivobook 16, helping to popularize this new technology among Vietnamese users.

The next generation of AI laptops is on display at the Asus Exclusive Store.

PHOTO: KHUONG NHA

The Asus Exclusive Store is part of the multi-tiered retail ecosystem Asus is building in Vietnam. Besides a chain of physical showrooms in over 70 stores of major retailers, the company is also launching the Asus AI Innovation Hub in 8 retailer stores starting in mid-2024. Here, users can explore AI laptops incorporating the latest CPU technologies.

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-centric retail model, Asus is gradually redefining how Vietnamese people access and choose technology devices.

An Asus representative stated that Hanoi and Ho Chi Minh City are the two starting locations for the premium experience store model in Vietnam. In the future, the company is ready to invest and collaborate with 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