ASUS opens second Exclusive Store in Singapore at Funan

ASUS has opened its second ASUS Exclusive Store, this time at Funan (#03-30). It’s a move that feels slightly at odds with how most of us buy computers and PC parts today – scrolling through Shopee listings and comparing prices on Lazada – but it also reflects something that hasn’t really changed: some of us still like to see and try a device before buying.

Funan, for what it’s worth, is probably the best place to do this. The mall has earned a reputation as the go-to spot for anything tech-related in recent years – whether you’re there to browse laptops, pick up accessories, or just have a quick cup of latte at PPP. It draws a mix of students, working professionals, and PC enthusiasts, and is exactly the sort of crowd ASUS is trying to reach with a store like this.

But ASUS isn’t doing this alone. It collaborated with local DIY builder Invader PC to give the store a slightly different angle compared to your typical brand showroom. Beyond just lining shelves with laptops, there’s a strong emphasis on custom PCs and the broader ASUS and its sub-gaming brand, ROG, ecosystems, while tapping into Invader PC’s familiarity with the local gaming and builder community.

Inside, the store is essentially a one-stop showcase of everything ASUS is currently pushing. You’ve got the usual Zenbook and Vivobook laptops for everyday use, ProArt systems aimed at creators, and the expected ROG and TUF lineup for gaming. There are also all-in-one desktops, monitors, and a wall of accessories. A dedicated ProArt corner seems to suggest ASUS is also trying to court content creators a bit more seriously, and not just gamers.

That said, the bigger question is whether more physical stores actually change how people shop for tech here. Price still tends to win in Singapore, and online platforms are hard to beat when it comes to discounts and bundles. But for buyers who want to get a feel for a laptop’s keyboard, see a gaming PC in person, or simply avoid the hassle of returns, spaces like this still have their place. ASUS, at least, seems to believe there’s still value in letting people walk in, try the hardware, and make up their minds from there.