The current research study aims to explain how Asian brands are penetrating the medical equipment market in Latin America. Asian players are divided in Japanese, Chinese and Korean. Differences are found in terms of penetration strategies and product development level. Therefore, Japan arises as the leading Asian technology in the continent due to brand reputation. China is strong in terms of market penetration thanks to one company: Mindray. Korean technology comes third in end users’ perception as a result of a narrow portfolio offering. Overall, as Asian brand perception evolves, future scenarios show an increasing participation of the main brands.