Asus

ASUSTeK Computer Inc., doing business as Asus, is a Taiwanese multinational computer and electronics manufacturer headquartered in Beitou District, Taipei. The name is derived from Pegasus, the winged horse of Greek mythology, and in Chinese the brand is called Huashuo, meaning Eminence. Since 2013 the company has used the tagline In Search of Incredible, following earlier slogans such as Rock Solid. Heart Touching. Asus was founded in Taipei in 1989 by Tzu-Hsien Tung, Ted Hsu, Wayne Hsieh and M.T. Liao, all four of whom had previously worked as hardware engineers at Acer. The company started by making motherboards, and a legendary early story has it that Asus solved a problem with Intel's own 486 reference motherboard while developing its own board, earning it early access to Intel engineering samples. That head start helped Asus grow into one of the world's leading motherboard makers, and it went on to expand into graphics cards, desktops, laptops, monitors, networking equipment and servers. As of 2024 Asus ranks among the world's top five personal computer vendors by unit sales, and it is listed on the Taiwan Stock Exchange under ticker 2357. In 2007 Asus launched the Eee PC, the netbook line that helped popularize the small-laptop category, and in 2008 it restructured into three companies, spinning off Pegatron for OEM manufacturing. Asus joined the Open Handset Alliance in December 2008, signaling its intent to build Android hardware. Asus entered the smartphone market in 2014 with the ZenFone line, launched at CES in January 2014. The ZenFone family grew through many generations and became one of the best-selling Android brands in Asia and India, often competing on price with large screens and generous memory. The earlier PadFone series, which docked a phone into a tablet, and the ZenWatch smartwatch were also part of its mobile push. In June 2018 Asus launched the ROG Phone, extending its Republic of Gamers brand from gaming PCs into mobile gaming handsets with dedicated cooling, shoulder triggers and high-refresh displays. In January 2026 Asus announced that it will exit the smartphone business during the year, winding down both the ZenFone and ROG Phone lines. The company will continue to focus on computers, gaming hardware, servers and emerging AI software such as the Zenni Claw assistant unveiled at Computex 2026.