Acer Marks 50th Anniversary with Strategic Shift into Home Appliances, Targets Indonesia
As it marks its 50th anniversary, technology giant Acer Group has announced a significant business transformation for the future. Long known as a leading computing brand, Acer has now officially designated the home appliances segment as one of its main business growth focuses for the next 50 years.
This aggressive move is being realised through its subsidiary, Acerpure, Inc., which is expanding from small home appliances into the large home appliances category, such as televisions and air conditioners (AC). Indonesia has been chosen as a highly strategic market in this long-term plan.
President of Acer Pan-Asia Pacific Operations, Andrew Hou, explained that Acer’s headquarters has formulated four new business pillars for the future: industrial computers (IPC), medical AI, energy and home appliances. Among these pillars, the home appliances line is the sector being pursued most seriously for the global market.
As a tangible sign of commitment, Acer has even established an independent legal entity in the country to strengthen the brand’s presence.
“Acerpure has decided to establish the subsidiary Acerpure Indonesia. Acerpure’s headquarters is in Taipei, and we have had a subsidiary in India for the past two years, and now in Indonesia. We will also establish a subsidiary here, making Indonesia our second subsidiary. This demonstrates our commitment and our desire to build trust in this brand,” said Andrew Hou during a media interview at the Acerpure Chill launch event in Bali on Wednesday (15 July).
Acer’s expansion into the home appliances industry is driven by a carefully considered strategic vision. CEO of Acerpure, Inc., Stanley Kao, noted that after launching televisions in India in 2024 and air conditioners in several countries in 2025, Southeast Asia, particularly Indonesia, became the primary target because of the region’s characteristics.
“Acerpure’s vision is to become a global home appliances brand from Taiwan. Therefore, large home appliances have always been part of our strategic plan from the beginning,” said Stanley Kao.
He added that Southeast Asia’s characteristically hot weather makes air conditioners the biggest business in the home appliances category in the region, as well as the best entry point for Acerpure’s expansion.
Although the industry is mature and filled with many established brands, Acerpure is optimistic it can compete through a combination of innovative products, modern designs appealing to younger generations, and the support of Acer’s national after-sales service network, which has been firmly established in Indonesia for 26 years. Management has confirmed that in the near future, more variants of other large home appliances will be brought to the domestic market.