We had the valuable opportunity to visit the ASUS headquarters and gain a deep understanding of its innovation-driven business philosophy. ASUS adopts a dual-brand strategy, positioning itself solidly in both high-end and mainstream markets. Its innovation is guided by three core principles: design thinking, Net Promoter Score (NPS), and market positioning. Beyond consumer products, ASUS is also actively expanding into the B2B sector, offering highly reliable, long-lifecycle IT solutions for enterprise users—demonstrating its comprehensive capabilities from hardware to integrated services.

ASUS remains committed to in-house R&D and continues to invest in forward-looking technologies such as AI, cloud computing, and smart devices. Its willingness to challenge itself and step out of its comfort zone is a key factor behind its long-term growth.

This visit not only inspired our thinking around market strategies and innovation planning but also reminded us of the importance of maintaining quality, leveraging expertise, and boldly pushing boundaries in our own field—constantly creating value.