Interview With Lenny Lin, Asus Malaysia Country Manager - "ASUS Aims to be the Top Technology Brand in Malaysia"

ASUS has always been a well-recognised brand in the Malaysia PC market, with a solid reputation built on innovation, performance, and consumer trust. But what’s next for a brand already leading the charge in the AI PC space? According to Lenny Lin, ASUS Malaysia’s Country Manager, the company isn’t slowing down any time soon.

For Lenny, the vision is clear: ASUS wants to move beyond being a dominant laptop manufacturer and become the number one technology brand in Malaysia. He explains that the goal is for Malaysians to experience ASUS in every tech category, whether it’s laptops, tablets, gaming devices, smartphones, accessories, or peripherals. “We want users to experience ASUS products no matter where they are or what they need,” he said. “ASUS should be the go-to brand whenever Malaysians search for or purchase their next tech product or gadget.”

To achieve this ambitious goal, ASUS is focusing on building a connected and cohesive product ecosystem tailored to a variety of users. Lenny pointed out that the company designs its offerings with specific consumer groups in mind—from students and professionals to gamers and creatives. Devices like the ASUS Vivobook and Zenbook series are ideal for productivity, and they’re complemented by accessories such as wireless mice, mechanical keyboards, and high-performance monitors. Together, these create a seamless ASUS experience at work or home.

One standout example of the company’s innovative push is the ROG Ally, a handheld gaming PC developed in response to the growing demand for portable gaming devices. Lenny shared that even after its initial success, ASUS continued to improve the product based on user feedback, which eventually led to the launch of the ROG Ally X. He believes this ongoing commitment to refinement and innovation is what gives ASUS its edge across multiple tech segments.

According to Lin, ASUS Malaysia continues to show strong market leadership across multiple categories. By the end of 2024, it held a 29% share of the Windows laptop market, dominated the Copilot+ PC segment with 75%, and led the premium laptop space with 48%. Its ROG gaming laptops have maintained the top spot for nine consecutive years with a 30% share, while the ROG Phone commands an impressive 83% of the gaming smartphone market.

At the same time, ASUS is continuing to ramp up its retail presence with ambitious plans for its concept stores in 2025. These include enhancing customer experience, boosting brand perception, driving cross-sell opportunities, increasing loyalty, and standing out from the competition. By transforming its stores into comprehensive tech hubs, ASUS is reinforcing its status as Malaysia’s go-to technology brand.

While ASUS is expanding into smartphones and accessories, its core focus remains firmly on PCs. Lenny highlighted the brand’s strength across all laptop segments, from the accessible Copilot+ Vivobook series powered by Snapdragon X processors to the ultra-light Zenbook A14, designed for professionals on the go.

He also pointed to the ProArt series for creatives and user-friendly desktop options like the ASUS A5 for home users. Complementary accessories—including the Marshmallow Keyboard, ROG Pelta headset, and ROG Slash 4.0 travel gear—further enhance the user experience. With this diverse and well-rounded lineup, ASUS continues to strengthen its position as a leader in the AI PC market and the broader tech space.

When asked about his personal favorite among ASUS’ AI PCs, Lenny smiled and admitted that while he appreciates all of them, the Zenbook A14 stands out for him. “It’s incredibly light, powerful, and lasts up to 29 hours on a single charge,” he said. “As someone who’s often traveling for work and visiting Taiwan, having a laptop this portable and capable makes a real difference.”

With a clear roadmap ahead, innovative products across every segment, and a strong retail presence, ASUS Malaysia is well on its way to becoming the nation’s leading technology brand. As Lenny puts it, “Whether it’s for work, play, or anything in between, we want ASUS to be the first name that comes to mind.”

To find out more about the ASUS AI and Copilot+ PCs, you can head over to the ASUS Malaysia official website.