Innovation took center stage at the Grand Ballroom of Okada Manila as ASUS Business Philippines gathered over 1,200 executives, IT professionals, enterprise partners, and members of the media for the highly anticipated Philippine launch of the ASUS ExpertBook Ultra. The event was more than a product unveiling—it was a bold statement about where business technology is headed and how artificial intelligence is reshaping the modern workplace.
Guests were welcomed into an immersive venue where futuristic visuals, dynamic LED displays, and interactive experience zones immediately set the tone for the afternoon. Every corner highlighted ASUS’ vision of smarter, faster, and more secure computing, allowing attendees to explore the innovations that define the company’s newest flagship business laptop.
A major highlight of the launch was the visit of ASUS Co-CEO Samson Hu, who made his first official appearance in the Philippines to personally introduce the ExpertBook Ultra. Sharing the stage with Rex Lee, ASUS Vice President and APAC Commercial General Manager, and Francis Avila, Business Development Manager of ASUS Philippines, the executives outlined ASUS’ growing presence in the local commercial market and its ambition to become the country’s leading commercial PC brand in the coming years.
Rather than relying solely on technical presentations, ASUS created an engaging experience that allowed guests to discover the device firsthand. Interactive demonstration areas showcased how the ExpertBook Ultra performs under demanding workloads, highlighting its AI capabilities, enterprise-level security, and impressive portability.
One of the laptop’s most talked-about features throughout the event was its incredibly lightweight 0.99-kilogram magnesium-alloy chassis, making it feel almost effortless to carry despite being packed with flagship-level performance. Demonstrations also highlighted its brilliant 14-inch 3K Tandem OLED touchscreen, which impressed guests with vivid colors, remarkable sharpness, and an anti-glare finish designed for professionals who spend long hours working on the move.
ASUS also emphasized how artificial intelligence is becoming an essential business tool rather than just another feature. Powered by the latest Intel® Core™ Ultra processors and an advanced Neural Processing Unit, the ExpertBook Ultra demonstrated its ability to accelerate AI-assisted workflows, support intelligent collaboration, and deliver smoother multitasking for today’s increasingly hybrid work environments.
One of the afternoon’s most insightful segments featured respected business leaders who had used the ExpertBook Ultra in their own workplaces weeks before the official launch. Their candid experiences offered attendees a practical perspective on how the laptop performs beyond benchmark tests and product specifications.
Lito Villanueva, Executive Vice President of RCBC, shared how the device successfully balances powerful AI capabilities with an intuitive user experience, making advanced technology accessible without unnecessary complexity. Jacqueline Gutierrez, CEO and Co-Founder of Happy Skin and BLK Cosmetics, praised its dependability in supporting the fast-moving demands of entrepreneurship, while Dindo Marzan, Senior Vice President of Converge ICT Solutions, highlighted the laptop’s ability to keep pace with the speed required by modern businesses.
The event also introduced Gabbi Garcia and veteran journalist Rico Hizon as the newest ambassadors for the ASUS ExpertBook Ultra. Representing two different generations of professionals, both shared how technology plays a vital role in their daily work, reinforcing the message that productivity today depends on tools that are powerful, reliable, and adaptable to any environment.
As guests continued exploring the product experience zones after the formal presentations, conversations naturally shifted toward the future of work. From AI-powered productivity to enterprise-grade security and ultra-portable design, the ExpertBook Ultra generated significant interest among corporate decision-makers looking for devices capable of supporting evolving business needs.
The launch concluded with a clear message: the future of professional computing is no longer defined solely by speed or performance. It is about creating technology that works intelligently alongside its users, adapting to increasingly complex workflows while remaining elegant, lightweight, and secure.
With the Philippine debut of the ASUS ExpertBook Ultra, ASUS Business Philippines demonstrated that the next generation of business laptops has arrived—one that combines premium craftsmanship, artificial intelligence, and uncompromising performance to help professionals work smarter, wherever business takes them. (with reports from Lau Balocos)
