ASUS is one of the few names in the tech world that people trust and get excited about. ASUS (short for ASUSTeK Computer Inc.) started out as a small motherboard maker in the late 1980s, when Taiwan’s tech scene was just starting to grow. Now, it is a global leader in consumer electronics. ASUS is still shaping the future of computers, games, and mobile devices by focusing on innovation, quality, and sustainability. As of October 2025, the company is the best motherboard and gaming brand in the world and one of the top three sellers of consumer notebooks.
The Humble Beginnings: From Motherboards to Big Dreams
In 1989, four visionary engineers led by T.H. Tung met in a small coffee shop in Taipei, Taiwan, and dreamed of starting a “small and beautiful company” that would focus on making high-quality computer hardware. The company was officially founded on April 2, 1990, and it got off to a great start. In just eight months, ASUS had created the Cache 386/33 and ISA 486/25 motherboards, which powered top-of-the-line products from companies like IBM and ALR.
It wasn’t easy to get into the market back then. Intel focused on well-known companies like IBM, which meant that Taiwanese companies like ASUS had to come up with new ideas without the newest processors. ASUS didn’t give up and made prototypes of motherboards for Intel’s 486 chip using only their creativity, even though they didn’t have the real hardware on hand. This early determination led to a long-term partnership with Intel, making ASUS a major player in motherboard design and certification.
By the middle of the 1990s, ASUS had added more products to its line. It entered the notebook market in 1997 and made its first laptop in 2000. In 2006, the company made a big change by splitting into three parts: ASUS (for consumer products), Pegatron (for manufacturing), and Unimax (for non-PC components). This made it easier for the company to grow around the world. ASUS has more than 7,300 employees as of mid-2024. The company has research centers all over the world and spends a lot of money on research and development. It spends at least 2% of its revenue and 10% of its workforce on new ideas.
Important Events That Made an Icon
The Eee PC Revolution in 2007: ASUS made portable computing available to everyone with the Eee PC, a netbook that cost less than $500 and sold millions of copies, putting the company in the global spotlight. It changed the way students and travelers used mobile devices, but production stopped in 2013 as tablets became more popular.
The Android Alliance and Mobile Foray started in 2008. ASUS joined the Open Handset Alliance and started making smartphones. Later, from 2009 to 2010, they worked with Garmin to make GPS-focused devices. This set the stage for the ZenFone series, which came out in 2014 to compete with high-end phones by offering new designs and features.
Reliability in Space (1990s) – ASUS laptops powered Russia’s MIR Space Station for 600 days without a single problem, proving how durable they are. They outlasted competitors in the harshest conditions.
2014 to Present: Gaming Dominance – The Republic of Gamers (ROG) line, which came out in 2006, took off with high-end gear and laptops that were cooled by liquid, making it a competitor to Alienware. The ROG Zephyrus G14 is a recent hit that combines power and portability.
2022: Brand Refresh—ASUS showed off a new, sleek logo that represented its growth into a tech leader with many facets.
These achievements led to ASUS being named one of Fortune’s World’s Most Admired Companies for the ninth year in a row in 2023 and topping Interbrand’s Best Taiwan Global Brands for a decade. It won 11 EPEAT Gold Awards in 2008 and was named a “highly environmentally friendly company.”
Newest news and what’s to come
As of October 2025, ASUS is doing very well thanks to new AI-powered products. In 2024, the company will have been around for 35 years. It talked about big events like buying Intel’s NUC line to expand AIoT and making products like the ZenFone 11 Ultra more environmentally friendly. The TUF Gaming series (for example, the F16 at ₹1,44,990) and the ROG Strix G16 are two new products that are aimed at gamers on a budget who want Intel and AMD power.
ASUS is putting more effort into AI integration, virtual reality, and the Internet of Things (IoT) to “drive further growth and success.” The company’s market cap shows that it is doing well (ASUUY on Yahoo Finance), and it is ready to take the lead in edge computing and smart ecosystems.
Final Thoughts
The rise of ASUS from a startup in Taipei to a tech giant shows how strong and innovative the company is. ASUS gives people “in search of incredible” experiences, whether it’s powering space missions or fueling esports dreams. One thing is for sure: ASUS will keep pushing the limits and making technology more accessible and amazing for everyone as we move into the AI age. Go to ASUS Global for the most recent news.
