When searching for laptops, motherboards, or monitors on Amazon, you likely come across the brand “ASUS” very frequently.
Many of you may have questions such as: “Which country is ASUS from?”, “I see the name often, but is it reliable?”, or “Is it pronounced ‘A-soos’ or ‘Ah-soos’?”
In this article, based on official information and primary data, we will introduce everything from ASUS’s headquarters location and company history to its corporate strengths and reliability!
What you will learn in this article!
Conclusion: ASUS is a Taiwanese company
ASUS is a PC and peripheral manufacturer headquartered in Beitou District, Taipei, Taiwan.
The official company name is “ASUSTeK Computer Inc.” (華碩電腦股份有限公司), founded in Taiwan in 1989. The company’s core products include motherboards, laptops, graphics cards, monitors, routers, and smartphones, and it conducts business globally from its base in Taiwan. It is a major technology company listed on the Taiwan Stock Exchange (TWSE) (Stock Code: 2357) with approximately 17,000 employees (as of 2024).
Ms.GadgetsI see the name ASUS often for PCs and motherboards, but which country is the manufacturer from?
Mr.GadgetsASUS is a Taiwanese manufacturer. It is a publicly traded company called ASUSTeK Computer with its headquarters in Beitou District, Taipei, and is a global brand that boasts the world’s No. 1 market share in motherboards. They also have a corporate presence in Japan.
The following is basic information about ASUS.
| Item | Details |
|---|---|
| Official Name | ASUSTeK Computer Inc. (華碩電腦股份有限公司) |
| Founded | 1989 (Corporate registration: April 2, 1990) |
| Headquarters | 15, Li-Te Road, Beitou District, Taipei City, Taiwan |
| Chairman | Jonney Shih |
| Capital | 7.4276 billion New Taiwan Dollars (as of 2024, approx. 35 billion JPY) |
| Stock Market | Taiwan Stock Exchange (TWSE) (Stock Code: 2357) |
| Japanese Subsidiary | ASUS JAPAN Inc. (Established May 2008, Chiyoda-ku, Tokyo) |
| Number of Employees | Approx. 17,000 (as of 2024) |
| Main Products | Motherboards, laptops, graphics cards, monitors, routers, smartphones |
Ms.GadgetsSo it’s a major company listed on the Taiwan Stock Exchange.
Mr.GadgetsYes. As a company listed on the Taiwan Stock Exchange (TWSE), ASUS is required to disclose its financial information. With a capital of approximately 35 billion JPY, it has established its position as a global technology company.
ASUS Company Overview
ASUS is a manufacturer that globally develops a wide range of products, from motherboards to laptops, gaming devices, and networking equipment. Let’s take a look at the company details and its business strengths.
Basic Information about ASUS
The official name of ASUS is “ASUSTeK Computer Inc.”, and it was founded in Taipei, Taiwan, in 1989. The founders were four individuals who were hardware engineers at Acer: T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao. In 1993, Jonney Shih was invited to join as Chairman, and he has led the company’s growth for over 30 years in that role.
The headquarters is located in Beitou District, Taipei, in the “ASUS Headquarters Building.”
The product lineup is very diverse.
- Motherboards: Many series such as ROG (Republic of Gamers), TUF Gaming, ProArt, and Prime
- Laptops: ZenBook, VivoBook, ROG, ProArt, and TUF Gaming series
- Graphics Cards: Models equipped with NVIDIA GeForce / AMD Radeon
- Monitors: ProArt (for creators), ROG (for gaming)
- Networking Equipment: Wi-Fi routers, mesh Wi-Fi systems
- Smartphones: ZenFone, ROG Phone series
The Japanese subsidiary, “ASUS JAPAN Inc.”, was established in May 2008, with its headquarters in Kudankita, Chiyoda-ku, Tokyo. Products are sold widely through major electronics retailers and e-commerce sites such as Amazon, Yodobashi Camera, and Bic Camera, and a support structure for the Japanese market is in place.
Ms.GadgetsIt was founded by Acer engineers. It seems they have a solid technical foundation as a PC manufacturer.
Mr.GadgetsYes. All of the founding members were from Acer’s hardware design department and had particular expertise in motherboard design technology. That technical prowess is what led to their current achievement of being No. 1 in global market share.
ASUS Corporate Philosophy and Strengths
ASUS uses the corporate slogan, “In Search of Incredible.”
The company’s main strengths are the following three points:
1. World’s No. 1 Motherboard Market Share
ASUS holds approximately 35% of the global motherboard market, maintaining the top position. In Japan, they have also won the BCN AWARD for motherboards for 20 consecutive years since 2006, boasting an overwhelming track record.
2. Diversification of Product Brands through In-House Design
They have developed brands optimized for each target, such as “ROG (Republic of Gamers)” for gaming, “ProArt” for creators, “ExpertBook” for business, and “ZenBook” and “VivoBook” for general users. It is rare in the PC industry for a single company to have successfully developed such a diverse array of sub-brands.
3. International Recognition for Design and Technological Innovation
ASUS has received over 345 iF Design Awards in total, which, according to official ASUS announcements, is the highest number of awards for a Taiwanese company. In 2025, they received 41 Red Dot Design Awards. They have also been named to Fortune’s “World’s Most Admired Companies” list for multiple years.
Ms.GadgetsBeing No. 1 in global market share for motherboards is an amazing achievement.
Mr.GadgetsYou are absolutely right. ASUS motherboards are a staple brand for DIY PC users, and they also develop products for servers and workstations. The No. 1 market share is an indicator of both technical capability and reliability.
ASUS History and Reliability
We will organize the path ASUS has taken from its founding to the present in chronological order. We will also check third-party evaluations and its reputation in the Japanese market.
History of ASUS
Founded in Taipei, Taiwan, by four engineers from Acer. Started with the design and manufacture of motherboards
Jonney Shih appointed as Chairman. Further expanded the motherboard business
Released ASUS’s first laptop, the “P6300”. Full-scale entry into the PC business
Won the BCN AWARD for motherboard category for the first time (won for 20 consecutive years since)
Released the “Eee PC”, pioneering the netbook market globally. Created the trend for cost-effective PCs
Spin-off of the manufacturing division as Pegatron. Established ASUS JAPAN Inc. (May)
Implemented a stock split with Pegatron, establishing a structure dedicated to brand business
Released the ZenFone series, making a full-scale entry into the smartphone market
Received 37 iF Design Awards (all-time high). Achieved 20 consecutive years of BCN AWARD wins
Received 41 Red Dot Design Awards. Named to Fortune’s “World’s Most Admired Companies”
Ms.GadgetsWhat was the reason for spinning off Pegatron in 2008?
Mr.GadgetsASUS originally had two businesses: its own brand business and an ODM business that manufactured products for other companies. However, because the brand business and contract manufacturing business were prone to conflicts of interest, they separated the manufacturing division as Pegatron and reorganized into a structure where ASUS could concentrate on its brand business.
ASUS Awards and Third-Party Evaluations
From its early days, ASUS has received international recognition for design and technological innovation, and it has accumulated a wealth of third-party evaluations.
- iF Design Award (over 345 in total): A German international design award; according to official ASUS announcements, it is the most awarded Taiwanese company. In 2024, they updated their all-time high record with 37 awards.
- Red Dot Design Award (2025: 41): Also a German international design award; they received 41 in 2025.
- BCN AWARD Motherboard Category (20 consecutive years, 2006–2025): Based on actual sales results in Japan, they have won the motherboard category for 20 consecutive years, proving their overwhelming domestic market share.
- Fortune “World’s Most Admired Companies” (2019, 2024, 2025): Selected for multiple years for this international ranking, which is evaluated based on nine criteria, including management quality and innovation capability.
Ms.GadgetsBeing No. 1 in Japan for 20 consecutive years is proof of the deep trust from DIY PC users.
Mr.GadgetsYes. Since the BCN AWARD is calculated based on actual sales data, it is an evaluation backed by actual purchasing behavior rather than marketing. The fact that it has continued for 20 years means that it is supported across generations.
ASUS Reputation in the Japanese Market
ASUS products are sold widely across major e-commerce platforms and electronics retailers such as Amazon, Rakuten Ichiba, Yodobashi Camera, and Bic Camera.
Organizing the reputation in the Japanese market, the following trends can be seen.
Positive Evaluations:
- Many evaluate that the motherboard BIOS design is refined and easy to use even for beginners.
- The design and cost-performance of laptops (ZenBook series) are highly evaluated.
- The gaming brand “ROG” is high-performance and has strong support from professional gamers.
- The lineup is wide, with a rich selection from entry models to high-end models.
Points Requiring Caution:
- Regarding support, some users have reported that the repair period is long.
- Some users feel that the keyboard layout is unique on certain laptop models.
- These cases are often dependent on individual models or timing and cannot be concluded as a quality issue for the entire brand.
Ms.GadgetsWhat about the support structure in Japan?
Mr.GadgetsASUS JAPAN has its headquarters in Tokyo and provides support in Japanese. They handle call centers, chat support, and repair reception within Japan, placing them in the category of overseas manufacturers with a well-established support structure.
Summary: Is ASUS Reliable?
ASUS is a PC and peripheral brand developed by ASUSTeK Computer, headquartered in Beitou District, Taipei, Taiwan. With a listing on the Taiwan Stock Exchange, a track record of being No. 1 in global motherboard market share, and numerous international design awards, it has an abundance of elements that support its reliability.
| Pros | Cons |
|---|---|
| Listed on the Taiwan Stock Exchange (TWSE) (Financial transparency) | Some reports of long repair turnaround times |
| No. 1 in global motherboard market share (approx. 35%) | Some laptop models have unique keyboard layouts |
| Over 345 iF Design Awards in total, 41 Red Dot Awards (2025) | Entry models may have differences in build quality compared to high-end models |
| Selected as one of Fortune’s “World’s Most Admired Companies” for multiple years | |
| 20 consecutive years of BCN AWARD wins in the motherboard category | |
| Japanese subsidiary exists, with established sales structure at retailers and e-commerce | |
| Diverse product lineup based on technical capability from Acer-origin engineers |
ASUS is especially recommended for:
- Those who want to choose motherboards or graphics cards for a DIY PC
- Those looking for a laptop that balances design and performance
- Those interested in gaming PCs or gaming monitors
- Those who want to introduce Wi-Fi routers or mesh networks
- Those who want to use a highly reliable brand developed by a publicly traded company
Key points of this article!
- ASUS is a PC and peripheral manufacturer headquartered in Beitou District, Taipei, Taiwan
- Official name is ASUSTeK Computer Inc., founded in 1989
- Listed on the Taiwan Stock Exchange (TWSE) (Stock Code: 2357)
- No. 1 in global motherboard market share (approx. 35%), 20 consecutive years of BCN AWARD wins
- Over 345 iF Design Awards in total, selected as one of Fortune’s “World’s Most Admired Companies”
- Japanese subsidiary ASUS JAPAN has its headquarters in Tokyo, with a domestic support structure in place
If you are interested, please check Amazon, the official ASUS store, or your local electronics retailer.
Thank you for reading until the end!
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This article was originally written in Japanese and has been translated.
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