If you’re looking for laptops, motherboards, or monitors on Amazon, you’ve probably come across the brand “ASUS” quite often.
Many of you likely have questions like, “Which country is ASUS from?”, “I see the name often, but can I trust it?”, or “Is it pronounced ‘Ay-soos’ or ‘Ah-soos’?”.
This article will introduce ASUS’s headquarters location, company history, corporate strengths, and reliability, based on official information and primary data!
What you’ll learn in this article!
Author of this article: "Mr. Gadget"
- Studied under Masatoshi Ono, a million-selling singer who has performed at Kohaku Uta Gassen
- Experience supervising for Ameba Choice and the web media Picky's
- Individual member of the Word of Mouth Marketing Association
Nice to meet you!
Conclusion: ASUS is a Taiwanese company
ASUS is a PC and peripheral manufacturer headquartered in Beitou District, Taipei City, Taiwan.
Its official company name is “ASUSTeK Computer Inc.” (華碩電腦股份有限公司), and it was founded in Taiwan in 1989. With motherboards, laptops, graphics cards, monitors, routers, and smartphones as its main products, it operates globally from its base in Taiwan. It is listed on the Taiwan Stock Exchange (TWSE) (stock code: 2357) and is a major technology company with approximately 17,000 employees (as of 2024).
Ms. GadgetI often see ASUS’s name when it comes to PCs and motherboards, but which country is it from?
Mr. GadgetASUS is a Taiwanese manufacturer. It’s a listed company called ASUSTeK Computer Inc. with its headquarters in Beitou District, Taipei. It’s a global brand that boasts the No. 1 global market share in motherboards. It also has a subsidiary in Japan.
Here is ASUS’s basic information.
| Item | Content |
|---|---|
| Official Name | ASUSTeK Computer Inc. (華碩電腦股份有限公司) |
| Founded | 1989 (Company registration: April 2, 1990) |
| Headquarters Location | No. 15, Lide Rd., Beitou District, Taipei City, Taiwan |
| Chairman | Jonney Shih (施崇棠) |
| Capital | NT$ 7.4276 billion (as of 2024, approximately equivalent to 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. GadgetSo it’s a major company listed on the Taiwan Stock Exchange.
Mr. GadgetYes. ASUS is a listed company on the Taiwan Stock Exchange (TWSE), so it has an obligation to disclose financial information. Its capital is also very substantial, approximately 35 billion JPY, establishing its position as a global technology company.
ASUS Company Overview
ASUS is a manufacturer that develops a wide range of products globally, from motherboards to laptops, gaming devices, and network equipment. Here, let’s examine the company’s detailed information and business strengths.
ASUS Basic Information
ASUS’s official name is “ASUSTeK Computer Inc.” (華碩電腦股份有限公司), and it was founded in Taipei, Taiwan, in 1989. The four founders were hardware engineers from Acer: T.H. Tung (童子賢), Ted Hsu (徐世昌), Wayne Hsieh (謝偉琦), and M.T. Liao (廖敏雄). In 1993, Jonney Shih (施崇棠) was invited to become chairman and has led the company’s growth for over 30 years.
Its headquarters are located in Beitou District, Taipei City, and it has its own building, the “ASUSTeK Computer Headquarters Building.”
Its product lineup is extremely diverse.
- Motherboards: Numerous series such as ROG (Republic of Gamers), TUF Gaming, ProArt, Prime
- Laptops: ZenBook, VivoBook, ROG, ProArt, TUF Gaming series
- Graphics Cards: Models equipped with NVIDIA GeForce / AMD Radeon
- Monitors: ProArt (for creators), ROG (for gaming)
- Network Equipment: Wi-Fi routers, Mesh Wi-Fi systems
- Smartphones: ZenFone, ROG Phone series
The Japanese subsidiary, “ASUS JAPAN Inc.,” was established in May 2008 and is headquartered in Kudankita, Chiyoda-ku, Tokyo. Its products are widely sold at major electronics retailers and e-commerce sites such as Amazon, Yodobashi Camera, and Bic Camera, and a support system for the Japanese market is also in place.
Ms. GadgetSo it was founded by Acer engineers. It seems to have a solid technical foundation as a PC manufacturer.
Mr. GadgetYes. All the founding members came from Acer’s hardware design department and had a particular strength in motherboard design technology. That technical prowess has led to its current achievement of being the No. 1 in global market share.
ASUS’s Corporate Philosophy and Strengths
ASUS’s corporate slogan is “In Search of Incredible.”
The company’s main strengths are the following three points:
1. No. 1 Global Market Share in Motherboards
ASUS holds approximately 35% of the global market share in motherboards, maintaining its leading position. In Japan, it has received the BCN AWARD in the motherboard category for 20 consecutive years since 2006, demonstrating an overwhelming track record.
2. Diversification of Product Brands through In-house Design
ASUS develops brands optimized for each target audience, 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 successfully develop such a diverse range of sub-brands.
3. International Recognition for Design and Technological Innovation
ASUS has received over 345 iF Design Awards in total, recording the highest number of awards for a Taiwanese company according to official ASUS announcements. In 2025, it received 41 Red Dot Design Awards. It has also been selected multiple times for Fortune magazine’s “World’s Most Admired Companies.”
Ms. GadgetBeing No. 1 in global motherboard market share is an impressive achievement.
Mr. GadgetThat’s right. For DIY PC users, ASUS motherboards are a staple brand, and they also develop products for servers and workstations. Being No. 1 in market share is an indicator of both technical prowess and reliability.
ASUS History and Reliability
We will organize ASUS’s journey from its founding to the present in chronological order. Additionally, we will examine third-party evaluations and its reputation in the Japanese market.
ASUS Timeline
Four engineers from Acer founded the company in Taipei, Taiwan. Started with motherboard design and manufacturing.
Jonney Shih (施崇棠) appointed chairman. Further expanded motherboard business.
Released ASUS’s first laptop, the “P6300.” Fully entered the PC business.
First received the BCN AWARD in the motherboard category (subsequently awarded for 20 consecutive years).
Launched “Eee PC,” globally pioneering the netbook market and creating a trend for cost-effective PCs.
Manufacturing division spun off as Pegatron (和碩). ASUS JAPAN Inc. established (May).
Implemented a stock split with Pegatron, establishing a system to focus solely on brand business.
Launched the ZenFone series, fully entering the smartphone market.
Received 37 iF Design Awards (a new record). Achieved 20 consecutive BCN AWARDS.
Received 41 Red Dot Design Awards. Selected for Fortune’s “World’s Most Admired Companies.”
Ms. GadgetWhat was the reason for spinning off Pegatron in 2008?
Mr. GadgetASUS originally had two businesses: its own brand business and an ODM business for contract manufacturing products for other companies. However, since brand business and contract manufacturing business tend to have conflicts of interest, the manufacturing division was spun off as Pegatron, and ASUS was reorganized to focus on its brand business.
ASUS Awards and Third-Party Evaluations
Since its early days, ASUS has received international recognition for its design and technological innovation, accumulating a wealth of third-party evaluations.
- iF Design Award (Over 345 awards in total): A German international design award. According to official ASUS announcements, it holds the record for the most awards received by a Taiwanese company. In 2024, it set a new record with 37 awards.
- Red Dot Design Award (2025: 41 awards): Also a German international design award, it received 41 awards in 2025.
- BCN AWARD Motherboard Category (20 consecutive years, 2006-2025): Received the BCN AWARD in the motherboard category for 20 consecutive years, based on domestic sales performance in Japan. This proves its overwhelming domestic market share.
- Fortune “World’s Most Admired Companies” (2019, 2024, 2025): Selected multiple times for this international ranking, which evaluates companies based on nine criteria including management quality and innovation capability.
Ms. GadgetBeing No. 1 in Japanese domestic market share for 20 consecutive years is strong evidence of deep trust from DIY PC users.
Mr. GadgetYes. The BCN AWARD is calculated based on actual sales data, so it’s an evaluation backed by real purchasing behavior, not just marketing. The fact that it has continued for 20 years means it’s supported across generations.
ASUS’s Reputation in the Japanese Market
ASUS products are widely sold on major e-commerce platforms and electronics retailers such as Amazon, Rakuten Ichiba, Yodobashi Camera, and Bic Camera.
Summarizing its reputation in the Japanese market, the following trends can be observed:
Positive evaluations:
- Many evaluations state that the BIOS design of motherboards is sophisticated and easy for beginners to use.
- The design and cost-performance of laptops (ZenBook series) are highly praised.
- The gaming brand “ROG” offers high performance and strong support from professional gamers.
- The lineup is extensive, with a rich selection from entry-level to high-end models.
Points to note:
- Regarding support, some users have reported long repair times.
- Some users find the keyboard layout unique on certain laptop models.
- These cases often depend on individual models or specific periods and cannot be definitively attributed to overall brand quality issues.
Ms. GadgetWhat about the support system in Japan?
Mr. GadgetASUS JAPAN has its headquarters in Tokyo and provides support in Japanese. Call centers, chat support, and repair services are also handled domestically in Japan, placing it among foreign manufacturers with a well-established support system.
Summary: Is ASUS reliable?
ASUS is a PC and peripheral brand developed by ASUSTeK Computer Inc., headquartered in Beitou District, Taipei City, Taiwan. Numerous factors underpin its reliability, including its listing on the Taiwan Stock Exchange, its No. 1 global market share in motherboards, and numerous international design awards.
| Pros | Cons |
|---|---|
| Listed on the Taiwan Stock Exchange (TWSE) (financial transparency) | Some reports indicate long repair times for support |
| No. 1 global market share in motherboards (approx. 35%) | Some laptop models have unique keyboard layouts |
| Over 345 iF Design Awards in total, 41 Red Dot Awards (2025) | Entry-level models may have noticeable differences in quality compared to higher-end models |
| Selected multiple times for Fortune “World’s Most Admired Companies” | |
| BCN AWARD Motherboard Category for 20 consecutive years | |
| Japanese subsidiary present; sales system established in retailers and e-commerce | |
| Diverse product lines based on technical expertise from Acer engineers |
ASUS is especially recommended for:
- Those who want to choose motherboards or graphics cards for DIY PCs
- 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 equip themselves with reliable brands from a listed company
Key points of this article!
- ASUS is a PC and peripheral manufacturer headquartered in Beitou District, Taipei City, Taiwan.
- Official name is ASUSTeK Computer Inc. (華碩電腦股份有限公司), founded in 1989.
- Listed on the Taiwan Stock Exchange (TWSE) (Stock Code: 2357).
- No. 1 global market share in motherboards (approx. 35%), BCN AWARD for 20 consecutive years.
- Over 345 iF Design Awards in total, selected for Fortune “World’s Most Admired Companies.”
- Japanese subsidiary ASUS JAPAN is headquartered in Tokyo, with a domestic support system in place.
If you’re interested, please check out Amazon, the official ASUS store, or your nearest 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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