GrabFood, Thailand’s No.1 food delivery app1, announced the 100 outstanding “Food Merchants of the Year” at the GrabThumbsUp Awards 2026 presentation ceremony. Held under the theme “The Taste of Trust,” the event reinforced GrabFood’s commitment to culinary standards that have earned genuine trust from users nationwide.

A key highlight of this year’s awards was the presentation of special honorary awards in collaboration with the Tourism Authority of Thailand (TAT), recognizing brands and individuals who play a significant role in promoting Thailand’s tourism industry through culinary identity. The “Cultural Icon Of The Year” award was presented to Lalisa ‘Lisa’ Manobal, Amazing Thailand Ambassador, in recognition of her global influence and representation of Thai identity on the world stage. The “Creative Tastemaker Of The Year” award was presented to SOURI, a trendy Thai contemporary patisserie known for its signature oversized macarons, which creatively infuse Thai flavors and local ingredients into French pastry, with a collection representing 12 flavors inspired by 12 provinces.

In addition, five food merchants were honored with the “Regional Gastronomy Icon” award for their contribution to promoting tourism and local tastes across Thailand’s five regions: Suki Changphuak (North), Phuketique Coffee Bar (South), Lavoi Pattaya (East), Prasit Pochana Northeast), and Thong Smith (Central). 

Nat Kruthasoot, Deputy Governor for Tourism Products and Business, Tourism Authority of Thailand, commented, “Gastronomy tourism is a key driver of tangible income distribution to local communities. More than 80% of international tourists search for Thai food experiences before traveling to Thailand2, and the country continues to rank as the world’s No.1 destination for food-loving travelers3. Thai cuisine therefore represents a powerful cultural identity that consistently generates economic value for the nation.”  

TAT remains committed to elevating local culinary identities as a source of travel inspiration, while advancing Thailand’s tourism industry toward quality tourism, guided by the principle of Value over Volume. Through the ‘Amazing 5 Economy’ framework, particularly by prioritizing the Platform Economy, TAT has collaborated with leading digital platforms such as Grab to leverage AI, technology, and Big Data to elevate Thai culinary culture, create lasting impressions for visitors worldwide, and support sustainable tourism growth.

“TAT congratulates all winners of the GrabThumbsUp Awards 2026,  especially the recipients of the special awards: Lalisa ‘Lisa’ Monobal, SOURI, Suki Chang Phueak, Phuketique Coffee Bar, Lavoi Pattaya, Prasit Pochana, and Thong Smith. Their dedication plays an important role in driving economic stimulation through  food culture. TAT will continue to elevate Thai cuisine to ensure it remains a highlight of the visitor experience, while positioning Thailand as a sustainable global destination,” Nat added.

Chantsuda Thananitayaudom, Country Head of Grab Thailand, said, “Now entering its fifth year, the GrabThumbsUp Awards continues under the concept ‘The Taste of Trust’, reinforcing standards and quality of culinary excellence that are trusted and validated by real consumer voices. These awards reflect the commitment and dedication of food merchants nationwide who continuously raise the bar to deliver memorable dining experiences for every meal.”

“Highlighting tourism promotion through special awards this year further reinforces Grab’s role as a strategic partner of TAT. By leveraging the strengths of the GrabThumbsUp sub-brand as trusted endorsement recognized by local consumers, we help elevate local eateries into must-visit destinations for both Thai and international visitors. This, in turn, supports income distribution to communities and delivers tangible benefits to Thailand’s tourism industry.”

Winners of the GrabThumbsUp Awards 2026 underwent a stringent evaluation process across multiple criteria, including taste, service standards, operational efficiency, brand reputation, and popularity. Award recipients were required to achieve a minimum user satisfaction rating of 4.6 out of 5, based on reviews from real users, and receive at least 100 positive reviews. This year, more than  900 food merchants nationwide received awards, with 100 winning the “Food Merchants of the Year.” Key highlights include:

• Best Selling of the Year (Delivery) was awarded to Jian Cha, a premium Thai tea brand renowned for its high-quality fresh fruit tea offerings, achieving over four times total sales growth on GrabFood in 2025. Meanwhile Best Selling of the Year (Dine Out) went to Kanori, the pioneer of Thailand’s hand-roll sushi trend, delivering a modern sushi bar experience with premium fresh ingredients and achieving  more than five times uplift in Dine Out deals purchases via Grab Dine Out. 
• GrabFood Rising Star was presented to UNO Coffee, which gained strong momentum by offering premium Geisha coffee beans at accessible prices, served in its signature silver cup. 
• Most Popular Merchants on Social Media was presented to three brands that consistently created viral buzz including Mor Mae Joon, celebrated for its rich and aromatic Thai curries; Hom Mee, a Chiang Mai-style egg noodle restaurant known for its distinctive flavors; and Puck Chumm Kham Hom, a vegetarian restaurant recognized for its well-balanced taste and strong social media engagement. 
• The No.1 Brand Most Loved by Foreigners went to Holey Artisan Bakery, a homemade artisan bakery renowned for its high-quality ingredients and craftsmanship, particularly bakery and brunch menus, which have earned strong and continued support from expatriate communities. 
• Celebrity Merchants of the Year was awarded to Khao Kaeng LA by Supachai ‘A’ Srivichit, featuring bold Thai flavors, BURNT BKK, a premium sandwich brand by Wongravee ‘Sky’ Nateetorn and NOOD’S, a hearty noodle brand by Teeradetch ‘Alex’ Metawarayut. 
• Foodie Influencer of the Year,  a special recognition honoring individuals who influence, inspire and help shape Thailand’s food culture, was presented to Kie Sod Oap Soi (Panisara ‘Opal’ Arayaskul and Paweenut ‘Pookie’ Pangnakorn), Stefan from Krua Ai Fan (Thasith ‘Stefan’ Sinkanawiwat), Bow Kanyarat (Kanyarat ‘Bow’ Jiraratchakit), and Ccaptainch-Ploychava (Chonlatorn ’Captain’ Kongyingyong and Chavaporn ‘Ploy’ Laohapongchana).

Furthermore, Grab unveiled a refreshed visual identity for the GrabThumbsUp sub-brand and awards at this year’s event. The updated design reflects a more modern and premium look, strengthening brand recognition and aligning the identity across the regional. 

“This refresh aims to elevate GrabThumbsUp as a trusted mark of culinary excellence recognized by consumers and travelers across Southeast Asia,” Chantsuda added.

For the full list of GrabThumbsUp Awards 2026 winners, please visit:
https://www.grab.com/th/campaign/grabthumbsupawards2026/

1  GrabFood was recognized as the most often used food delivery brand in Thailand for 2025, according to  Kantar
2 Source: Thailand Public Relations Department News, July 2025
3 The best countries for food in the world 2025 Readers’ Choice Awards โดย Condé Nast Traveler