Zenbook captures 53% of Vietnam's premium Windows laptop market
According to GfK data, ASUS Zenbook accounts for 53% of the premium Windows laptop market in Vietnam, meaning one out of every two devices sold in the segment is a Zenbook.
- According to GfK data, Zenbook captures a 53% share of Vietnam's premium Windows laptop market.
- ASUS argues that premium laptops are not merely about raw specs, but about anticipating user needs one step ahead.
- The company's "One Step Ahead" strategy is built on its "Start With People" foundation.
- ASUS forecasts that future laptop performance will encompass AI processing, agentic AI, and deep personalization.
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Zenbook's market share milestone
According to GfK data, Zenbook currently holds 53% of the premium Windows laptop market in Vietnam. In other words, for every two premium Windows laptops sold, one is a Zenbook. It is a notable milestone for a brand that has spent decades investing in its premium lineup.
According to ASUS, this figure indicates that consumers in this segment no longer evaluate laptops purely by hardware specs. Performance, industrial design, materials, display quality, portability, and the overall user experience are evaluated as an integrated whole. Eric Lee, Regional Head of ASUS for Vietnam, Thailand, Myanmar, and Cambodia, noted that crossing the 50% mark reflects the brand's ongoing commitment to product development and user satisfaction.
Premium means staying one step ahead
Lee explained that ASUS does not aim simply to capture a larger slice of existing demand. Instead, the company strives to stay ahead by addressing unmet needs - including those users have not yet recognized. Over the years, this approach has manifested in ultra-slim form factors, novel materials, OLED displays, and dual-screen laptop designs.
Across the PC industry, premium laptops are typically defined by powerful CPUs, dedicated GPUs, ultraportable chassis, high-grade materials, or OLED panels. According to ASUS, however, these are merely baseline ingredients. The company defines "premium" by asking what users genuinely need and what will deliver greater long-term value.
ASUS executes its "One Step Ahead" strategy along two parallel tracks: tracking emerging technology trends to identify potential value, while closely observing changing user habits and friction points that current hardware fails to resolve.
From "Start With People" to the laptop of tomorrow
The foundation of this philosophy is "Start With People." Rather than asking what the market is currently selling, ASUS observes how people actually interact with their devices and where they run into pain points. The industry landscape is also shifting: with multiple brands relying on shared CPU platforms from Intel, AMD, or Qualcomm, differentiation hinges on how effectively components are integrated into cohesive solutions tailored to specific user workflows.
Looking ahead, ASUS believes performance will remain the most critical factor, but the definition itself is expanding. Beyond raw clock speeds and battery endurance, users will prioritize on-device AI compute capabilities and the ability to run agentic AI workflows. Personalization is also expected to play an increasingly central role, as hardware must adapt to the unique ways individuals work, create, and commute.
The 53% figure comes from GfK retail tracking specifically for the premium Windows laptop segment, so it should be understood within that context rather than conflated with the overall PC market. The key trend to watch is that competition is transitioning from spec-sheet battles to user experience and AI compute, where OEMs sharing identical silicon platforms must stand out through industrial design and software refinement.
Reviewed by: Hero Association
