ASUS has officially opened its second ASUS Exclusive Store (AES) in Vietnam, located at 264 Nguyen Thi Minh Khai, Ho Chi Minh City, in partnership with long-time retail collaborator Phong Vu. Following the success of its Hanoi debut in March, the new store continues ASUS’s strategy of providing immersive, hands-on experiences for Vietnamese consumers in the growing premium tech market.

The location, which has served tech enthusiasts since 1997, marks a new milestone in ASUS’s retail journey. With the shift in consumer behavior toward physical product interaction, the store reinforces ASUS’s commitment to experience-first retail, particularly as Vietnamese customers increasingly value in-person engagement before making technology purchases.

The store presents the full range of ASUS’s consumer offerings, from entry-level laptops to cutting-edge flagships. Key highlights include the Vivobook series for students, the stylish Vivobook S line for young professionals, and the high-end Zenbook family, featuring ultra-slim models such as the Zenbook DUO and Zenbook A14 with Snapdragon X processors. Also on display is the brand’s acclaimed ROG (Republic of Gamers) lineup, including ROG Strix, Zephyrus, Flow, and the portable ROG Ally console.

A dedicated AI laptop zone allows users to test next-generation capabilities such as real-time translation processed directly on-device, without the need for internet connectivity. ASUS was the first brand to introduce Copilot+ PCs in Vietnam and now leads the Windows-based AI laptop market, with over 50% market share as of June 2025.

According to ASUS’s internal research, the average Vietnamese user spends 8 to 10 hours per day on a laptop for work, study, or entertainment. With increased demands for quality, portability, and longevity, consumers are seeking devices that combine performance and design. Advanced features like Lumina OLED displays, integrated NPUs, and lightweight Ceraluminum materials can only be fully appreciated in a physical setting.

“People no longer just want a device, they want to understand what it offers over time”, said Peter Chang, General Manager, APAC System Business at ASUS. “Experiencing screen quality, materials, or AI features in person gives users confidence in their choices”.

Rather than replacing existing sales channels, ASUS positions its Exclusive Stores as complementary experience centers that add value to the customer journey. The company continues to work with local retail experts, including Hesman in Hanoi and Phong Vu in HCMC, to deliver meaningful and localized experiences.

“Bringing all ASUS products into a single interactive space helps elevate the brand and supports our partners,” Chang added. “It encourages broader demand across the retail ecosystem".

ASUS’s presence in Vietnam spans over 70 retail outlets, including The Gioi Di Dong, CellphoneS, and Phong Vu. In mid-2024, ASUS launched AI Innovation Hubs in eight retail stores, showcasing the latest in AI-powered computing. The company also recently opened an ROG Exclusive Store in collaboration with An Phat Computer, catering specifically to gamers and tech enthusiasts.

To mark the opening, ASUS and Phong Vu are hosting ASUS Fest from August 5 to September 5, timed with the Back-to-School season. Customers purchasing eligible ASUS devices at the new store can receive coupons worth up to VND 1 million. On launch day, shoppers will also enjoy discounts of up to 60% and can participate in a lucky draw featuring high-value prizes such as the ASUS Dual GeForce RTX 5060 8GB GDDR7 OC Edition, valued at VND 11.5 million.