Grab seeks to monetise Thai cultural appeal - Bangkok Post

From left: Ms Chantsuda, Ms Sabeeda, actress Araya A. Hargate and her daughter Abigail, who is a GrabFood brand presenter, at the Grab NEXT 2026 forum on Friday. Grab Thailand is capitalising on Thai culture and traditional wisdom to increase revenue from tourists while supporting the country's economic growth.

The company said its ride-hailing and delivery services for international visitors contributed 15 billion baht to the Thai economy during 2023-2025.

Meanwhile, Grab is urging the Trade Competition Commission of Thailand to reconsider its forthcoming regulations governing the trade practices of digital ride-hailing and on-demand delivery platforms. The company said its gross profit (GP) rates have remained unchanged for several years, at 30% for food delivery and 25% for ride-hailing.

"Grab has not raised its maximum GP fee cap of 30% in six years since the pandemic," said Chantsuda Thananitayaudom, country head of Grab Thailand.

The regulator is holding a public hearing on the draft from Nov 4 to Dec 3.

Grab's ride-hailing users account for less than 10% of the Thai population.

The local food and beverage industry is valued at 700 billion baht, and Grab claims a 20% penetration rate in the food delivery market, valued at 160-170 billion baht.

The company sees opportunities to translate the country's cultural appeal into income for local businesses, extending beyond tourism to reach consumers across Southeast Asia, said Ms Chantsuda.

Thailand ranks first in Asia and eighth globally for cultural heritage and richness, she said.

"We have 54 million users across Southeast Asia whom we can connect with local communities," said Ms Chantsuda, noting tourists account for about a quarter of Grab's user base in Thailand.

Visitors from Singapore and Malaysia often arrive with the Grab app already installed, enabling them to use its services immediately. Short-stay tourists spend an average of four days in Thailand and use the app at least twice a day, she said.

Demand peaks from November through February, including Chinese New Year, and during the Songkran festival in April, while the third quarter is the low season.

In 2025, Thai food orders through GrabFood across seven regional markets totalled 22 billion baht, reflecting demand that could support overseas expansion by Thai restaurant brands.

Grab also unveiled its TASTE framework, aiming to link transport, food delivery and shopping with cultural tourism, traditional arts, community commerce and culinary heritage. The strategy comprises five pillars: Travel, Awake, Support, Transform and Elevate.

Following an October memorandum of understanding with the Culture Ministry, the company aims to attract high-value cultural tourists by promoting destinations, restaurants and local products beyond established tourist routes.

Grab recorded more than 3.6 million rides to cultural attractions in Thailand in 2025. The five most popular destinations among foreign tourists were Wat Arun, Wat Pho, the Sanctuary of Truth, the Ancient City in Samut Prakan and the Jim Thompson House Museum.

The Awake pillar promotes festivals, performing arts, Muay Thai and traditional wellness through event sponsorship, ride discounts and on-site service booths.

Support focuses on converting interest in Thai products into purchases through GrabMart, where small or local community businesses account for 74% of merchants. Products range from elephant-patterned trousers to woven handicrafts.

More than 250,000 Thai aromatic products, including scented candles, inhalers and diffusers, were sold on GrabMart in 2025, and orders for locally made products among foreign consumers grew by 50%.

Under the Transform pillar, the company uses its regional presence to help Thai brands enter overseas markets.

Ms Chantsuda said the government's co-payment stimulus generated roughly 20 million orders through Grab over the past four months.

Culture Minister Sabeeda Thaised said tourism generates 2.7 trillion baht in revenue, while creative industries are valued at 1.63 trillion baht.