MANILA, Philippines — ASUS Business Philippines is expanding its business presence beyond Metro Manila, bringing its flagship laptop ASUS ExpertBook Ultra and business-grade technology closer to the executives, entrepreneurs, and IT decision-makers driving growth in Cebu and Davao.
Following its Manila debut on July 1, 2026, the ASUS ExpertBook Ultra made its regional debut at NUSTAR Resort Cebu, Cebu City, on Sept. 7 and 8, followed by Dusit D2, Davao City, on September 11.
Drawing more than 1,000 total attendees, the Grand Launches support ASUS Business Philippines’ commitment to expanding access to enterprise-grade AI for business technology. For ASUS Business, the message is clear: the next wave of AI adoption and business-grade devices are not limited to one place. It is also taking shape in the regional business hubs where companies are building, scaling, and competing for the future.
Bringing Business-Grade Technology Closer to Fast-Growing Regional Businesses
ASUS brought its flagship business laptop, the ASUS ExpertBook Ultra, to Cebu and Davao as part of its continued regional expansion and commitment to making its latest business-grade devices more accessible in key regional markets.
As businesses in Visayas and Mindanao continue to expand, the demand for reliable, high-performance technology that can support increasingly sophisticated workplaces is also growing. Bringing business-grade devices like ASUS ExpertBook Ultra closer to these markets allows regional businesses to experience the products firsthand and explore solutions suited to their needs.
The tour kicked off in Cebu City on September 7 and 8, where more than 600 attendees filled the NUSTAR Resort Cebu. The Cebu launch was hosted by veteran broadcast journalist and ASUS Business Brand Ambassador Rico Hizon alongside co-host Andi Pateña-Mateu, featuring a special performance by Jacky Chang.
The tour continued in Davao on September 11, bringing more than 500 attendees together at Dusit D2 for the regional close. The event was hosted by Claire Lara, with a special performance by Aila Santos.
Both launches opened with an Expert Class Forum featuring sales training, a product showcase, and an exclusive first look at the ASUS Business product roadmap and upcoming programs. The event was followed by the Grand Launch, where guests witnessed live durability demonstrations, local dance performances, and a Gala Night that brought together business leaders for an evening of networking and celebration.
Together, the Cebu and Davao launches mark an important step in ASUS Business Philippines’ regional expansion, bringing business-grade devices and support closer to the companies and professionals shaping the future of Visayas and Mindanao.
ASUS Business Brand Ambassador Rico Hizon leads the Cebu Launch as Host
The Cebu Grand Launch also marked a significant moment for ASUS Business Philippines Brand Ambassador Rico Hizon, who took on the role of host for the launch.
As a veteran broadcast journalist and business consultant, Hizon brings 38 years of experience covering some of the world’s most consequential business stories.
The launch also featured a special “Murphy’s Law” video featuring ASUS Business ambassadors Gabbi Garcia and Rico Hizon for a memorable demonstration of the ASUS ExpertBook Ultra’s durability and resilience. Together, they took on “Murphy’s Law”—the idea that anything that can go wrong will go wrong—putting the flagship business laptop through a series of unexpected challenges and proving that even when things go wrong, the ASUS ExpertBook Ultra is built to keep going.
Watch the Video: Rico Hizon and Gabbi Garcia Beats Murphy’s Law with ASUS ExpertBook Ultra
Hizon represents the kind of modern business leader the ASUS ExpertBook Ultra is built to support: veteran executives who are constantly connected and navigating a professional landscape where portable devices, durability, and business-grade security are becoming an increasingly important part of everyday work.
The Flagship AI PC Built for Modern Business
Boldly positioned as “The Flagship of the Industry. Period.” the ASUS ExpertBook Ultra weighs as little as 0.99kg and measures just 10.9mm thin. It combines an ultra-portable form factor with up to an Intel® Core™ Ultra X9 Series 3 processor, a dedicated NPU delivering 50 TOPS and up to 180 total platform TOPS.
As a certified Copilot+ PC, the ASUS ExpertBook Ultra also features built-in AI features such as ASUS MyExpert. With Military-Grade durability and up to 26 hours of battery life, it’s designed to withstand the demands of frequent business travel and support executive professionals who are constantly on the move.
No Price Increase: ASUS ExpertBook Ultra Retains Its ₱129,995 Introductory Price
Despite widespread price increases across the PC market, the ASUS ExpertBook Ultra maintains its introductory price of ₱129,995.
The decision reinforces ASUS’ aim to make its latest business technology more accessible to Philippine enterprises, SMBs, and professionals, particularly as businesses increasingly look to AI-powered business-grade devices to improve productivity and stay competitive.
Limited-Time Offer until Oct. 18, 2026: Save Up to ₱6,000 on ASUS ExpertBook Ultra + FREE ASUS GaN Charger
Customers who purchase the ASUS ExpertBook Ultra from the official ASUS ExpertBook Stores on Shopee and Lazada can enjoy up to ₱6,000 in savings, plus a free ASUS 100W GaN charger.
The promotional offer is available until 11:59 PM on October 18, 2026. DTI Fair Trade Permit No. FTEB-266989, Series of 2026.
ASUS ExpertBook Ultra (B9406CAA) – Specifications
| CPU | Up to Intel® Core Ultra X9-388H processor with up to 50 TOPS NPU (Total 180 TOPS) |
| GPU | Intel® Arc™ B390 |
| Memory | Up to 64GB LPDDR5x, 8533 MT/s |
| Storage | Up to 2 TB M.2 PCIe®5.0 SSD |
| Display | 14.0-inch, Tandem OLED, WQXGA+ (2880 x 1800) 16:10, Anti-glare display, Touch screen with Corning® Gorilla® Glass Victus® and Corning® Gorilla™ Matte, 600nits (1400nits HDR peak brightness) 14.0-inch, Polymer OLED, WQXGA+ (2880 x 1800) 16:10, Anti-glare display, Touch screen with Corning® Gorilla® Glass Victus® and Corning® Gorilla™ Matte, 450nits (1000nits HDR peak brightness) |
| Battery | 70 Wh, 4-cell, Li-Polymer |
| Weight | Starts from 0.99kg |
| Dimensions | 31.09 x 21.28 x 1.09 cm |
| Wireless | Triple-band 2×2 WiFi 7 (802.11be) + Bluetooth® 6.0 |
| I/O Ports | Left side: 1 x Thunderbolt™4 Type-C (supports 4K display, USB PD3.0 ) 1 x USB3.2 Gen2 Type-A 1 x HDMI 2.1 TMDS 1 x 3.5 mm combo audio jack Right side: 1 x Thunderbolt™4 Type-C (supports 4K display, USB PD3.0) 1 x USB3.2 Gen2 Type-A |
| Security | ASUS ExpertGuardian & NIST SP 800-193 Compliance, ASUS Security Processor, Dual Self-healing BIOS ROM, Discrete TPM 2.0 (FIPS 140-2), Microsoft Pluton, Match-on-Chip Fingerprint, Windows Hello IR, Physical Webcam Shield, Chassis Intrusion Alert. |
| Color | Morn Grey (Flagship color) and Jet Fog |
| OS | Up to Windows 11 Pro (Windows 11 Home available in retail) |
Where to Buy the ASUS ExpertBook Ultra in the Philippines
The ASUS ExpertBook Ultra is available starting at ₱129,995 in ASUS Concept Store SM City Fairview, ASUS Concept Store SM Dasmarinas, Villman Stores, and ASUS ExpertBook Stores on Lazada and Shopee.
- Where to Buy ASUS ExpertBook Ultra: https://ph.asus.click/ExpertBookUltra-WheretoBuy
- ASUS ExpertBook Store – Lazada: https://ph.asus.click/ASUSExpertBookStoreLazada
- ASUS ExpertBook Store – Shopee: https://ph.asus.click/ASUSExpertBookStoreShopee
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Visit the ASUS Business Website, contact your nearest ASUS Business authorized reseller, or fill out the Volume Purchase Form for Volume Purchases for business orders.
