Asia-Pacific vice-president Gido van Praag said the company regarded its Graphic Arts business as "an important growth division".
Van Praag also said that HP was well positioned to capitalise on the increasing trend towards digital printing, which currently represents about 9% of commercial volumes.
"It is interesting to note that with the new HP portfolio and workflow solutions getting increased value, we are seeing a huge shift towards digital printing," he told ProPrint.
"Today this 9% of the digital printing market contributes to 35% of the total page value if we dollarise the pages. HP is targeting high-value pages and the focus clearly is to help our customers grow profitably."
Van Praag said that push would be helped by machines like the Latex 3000 large-format printer and Scitex FB10000 flatbed, which were recently previewed at a media event in Beijing attended by publications from across the Asia-Pacific, including ProPrint.
[Photos: HP World Tour in China]
He said the two new releases would allow printers "to differentiate and develop end-to-end campaigns", which in turn would help their clients win business.
He said HP expected the machines to attract plenty of interest in Australia and New Zealand because local printers "are known to be early adopters".
Van Praag also confirmed that the number of orders HP received at PacPrint for its range of products "exceeded our ambitious targets".
"One feedback we received repeatedly is the way our solutions complement each other, and the various applications showcases we had at our booth," he said.
"For example, photobooks printed on an HP Indigo can have their dust covers printed on latex machines.
"Latex being such a versatile technology also gives opportunities to printing companies to grow their business by getting into new applications like customised wallpapers and interior décor."
ProPrint was a guest of HP in China.
[LinkedIn: How hard is it to enter a totally new market?]
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