Grab Thailand today hosted its flagship thought-leadership forum, “GrabNEXT 2026: The TASTE of THAI”, bringing together experts and leaders from the public and private sector to discuss and explore how to drive the country’s cultural economy through technology and digital platforms. The company unveiled its five-pillar “T.A.S.T.E” model, leveraging its strengths and networks, to drive Thailand’s cultural agenda— from cultural tourism to Thai arts and traditions, uplifting local businesses, and elevating Thai cuisine and products globally. 

Grab also revealed interesting insights and fun facts, including Thai food orders on GrabFood  reaching THB 22 billion¹ in 2025 across seven Southeast Asian markets, while more than 250,000 Thai aromatic products² were sold on GrabMart and over 3.6 million Grab rides² were booked to cultural attractions across the country. 

Sabeeda Thaised, Minister of Culture, said during her opening remarks, “Culture plays a vital role in driving Thailand’s economy, with the tourism industry generating THB 2.7 trillion in revenue and the country’s creative industries valued at more than THB 1.63 trillion. Looking ahead to 2027, one of the Ministry of Culture’s key priorities is to help entrepreneurs and local communities turn Thailand’s cultural heritage into economic opportunities.

“By combining our unique identity and traditional wisdom with creativity, we can develop products and services that appeal to consumers both at home and abroad. This direction is reflected in our ‘Cultural NEXUS: Connecting Culture to the Future’ vision, which seeks to build on the value of our past to create opportunities today and a better future for Thais.

“Achieving this requires close collaboration across sectors, particularly with private organizations that can use technology and digital platforms to bring Thai culture to a wider audience. Grab Thailand is one of our key partners, helping introduce Thailand’s cultural offering to people around the world. We believe the GrabNEXT forum provides an opportunity for the public and private sectors to exchange perspectives and explore practical ways to translate Thailand’s cultural assets into tangible economic opportunities.”

Chantsuda Thananitayaudom, Country Head of Grab Thailand, commented, “Thailand possesses an incredible wealth of cultural assets, from world-renowned cuisine and historic landmarks to traditional craftsmanship, local products, and unique arts and traditions. Together, they make our country a compelling destination for travelers while creating valuable economic opportunities for businesses and communities nationwide. 

“As a leading digital platform in Southeast Asia, Grab sees technology as a powerful enabler to connect people with these experiences and extend their economic impact beyond tourism. In 2025 alone, Thai food orders on GrabFood across seven Southeast Asian markets reached THB 22 billion¹, reflecting a strong regional appetite for Thai cuisine. Our on-demand ride-hailing and delivery services have also made it easier for international visitors to explore Thailand, contributing THB 15 billion to the Thai economy over the past three years (2023–2025).” 

At the forum, Grab Thailand reemphasized its role in driving Thailand’s cultural agenda through its T.A.S.T.E model, harnessing its technology and ecosystem across the region to help more people discover cultural attractions, festivals, cuisine, and local products, while unlocking new opportunities for Thai businesses and communities, focusing on five key pillars:

T – Travel: Making Cultural Landmarks More Accessible

• Grab continues to make travel easier and more accessible for tourists through its platform with a wide range of mobility options, from premium cars to local transportation services. The platform also offers in-app translation, safety features, and innovations including the recently launched PIN pick-up system that simplifies driver-passenger matching at Suvarnabhumi Airport.
• To inspire travelers to explore more of Thailand, Grab launched marketing initiatives, including dedicated campaigns, travel guidebooks, influencer collaborations, and innovative tools such as QR-enabled benches that connect visitors with attractions recommended by locals.
• Grab’s platform insights reflect strong interest in Thailand’s cultural destinations:
  • More than 3.6 million Grab rides² were booked to cultural attractions nationwide.
  • Ride bookings to Wat Phra Mahathat Woramahawihan rose by 30%³ following its inscription on the UNESCO World Heritage List.
  • The five most popular cultural attractions among international tourists² were Wat Arun, Wat Pho, the Sanctuary of Truth, Ancient City Samut Prakan, and the Jim Thompson House Museum.

A – Awake: Bringing Thai Arts and Heritage to Life

• Grab helps make Thailand’s cultural festivals and traditional celebrations more accessible, including Songkran, Candle Festival, and Loy Krathong, by sponsoring kye events, offering special ride discounts, and providing on-site service booths to help visitors travel to and from these events.
• Grab also supports contemporary Thai arts by giving emerging local artists and illustrators opportunities to create works inspired by local destinations’ character and heritage. Through art-inspired events and festivals, such as Awakening Song Wat, Grab contributes to efforts to revitalize historic neighborhoods and traditional communities.
• Grab’s platform insights reveal growing interest in experiences that celebrate Thai culture, from festivals and performing arts to Muay Thai and traditional wellness:
  • Ride bookings by international tourists increased by more than 20%4 during the Songkran period.
  • Rides to and from Rajadamnern Stadium doubled⁵.
  • Popular boxing stadiums, traditional theaters, and traditional Thai massage parlors attracted international tourists with more than 300,000 Grab ride bookings¹ throughout 2025.

S – Support: Connecting SMEs and Local Businesses to Broader Markets

• Grab enables local products to reach a broader customer base by helping small businesses sell on quick commerce. Currently, SMEs and local community merchants account for 74% of all merchants on GrabMart.
• In addition, Grab is collaborating with the Ministry of Culture to bring Thai Cultural Products (CPOT) and locally made goods onto GrabMart, giving craft community businesses greater access to digital savvy consumers while expanding market opportunities and generating income for local communities.
• Platform data highlights the growing demand for Thai-made products:
  • Thai aromatic products, including scented candles, inhalers, and diffusers, sold more than 250,000 units² on GrabMart in 2025.
  • Orders for locally made products among international consumers grew by 50%⁵, reflecting increasing demand for Thai community products.

T – Transform: Scaling Thai Brands Beyond Borders

• With its presence across Southeast Asia, Grab helps Thai businesses tap into new markets and reach consumers beyond Thailand. One example is its support for the renowned Thai food brand Emily’s Chicken Noodle as it expanded into Singapore.
• Grab also celebrates the success of Thai restaurants overseas through its “Grab 5-Star Eats” awards, which recognize popular dining establishments in key markets such as Singapore, the Philippines, and Malaysia.
• Grab also launched campaigns showcasing signature dishes and premier restaurants, highlighted by a feature billboard in New York City’s iconic Times Square.

E – Elevate: Putting Thai Cuisine into Spotlight

• Now in its fifth consecutive year, the GrabThumbsUp Awards continue to recognize food merchants and restaurants loved by Grab users, with the GrabThumbsUp badge serving as a mark of quality and great taste. This year, Grab partnered with the Tourism Authority of Thailand (TAT) to introduce special awards celebrating brands and individuals who help promote Thai tourism through food. These include recognition for those bringing Thai cuisine to the global stage and innovators creating distinctive culinary experiences. 
• Grab has also supported the Ministry of Culture to promote “The Lost Taste” initiative to rediscover and revive traditional Thai dishes and flavors at risk of being forgotten, helping preserve the country’s culinary heritage for future generations.
• Grab’s platform data underscores the enduring popularity of Thai cuisine among international consumers:
  • Pad Krapao (Thai Basil Stir-Fry), Fried Rice, and Pad Thai ranked as the three most popular Thai dishes among international consumers². 
  • Som Tam (Papaya Salad) and Thai Tea remain all-time favorites, with more than 13 million dishes and 8.6 million cups² sold annually, respectively.

The event also featured a panel discussion titled “Unleashing the Power of Culture Through On-Demand Ecosystems,” bringing together representatives from the public and private sectors, including Pan Ananapibut, Director of Macroeconomic Policy Division, Fiscal Policy Office; Parichat Boonklai, Deputy Governor for Marketing Communications, Tourism Authority of Thailand (TAT); and Rassamee Aernusornvorakul, Brand General Manager, Good Goods, Central Group. The panel explored how cross-sector collaboration and digital platforms can transform Thailand’s cultural assets into economic opportunities, empowering local businesses to scale both domestically and abroad. 

The owners of two prominent Thai food brands Khao-Sō-i and Emily’s joined the event in an experience-sharing session, sharing their international expansion journeys and offering practical insights and strategies for local entrepreneurs looking to grow their footprint regionally.

¹ Grab platform data across the region in 2025.

² Grab Thailand platform data in 2025.

³ Comparison of Grab ride bookings to Wat Phra Mahathat Woramahawihan between Q2 and Q3 2026.

⁴ Comparison of GrabBike ride bookings before and after the Songkran festival in 2026.

⁵ Comparison of Grab platform data between 2025 and 2024.