The Ministry of Culture and Grab Thailand have signed a Memorandum of Understanding (MoU) to promote Thai culture, enhance creative tourism, and drive the cultural economy by leveraging technology and digital platforms to turn Thailand’s cultural assets into economic opportunities and generate sustainable income for local communities. 

The MoU was signed by Prasop Riangngoen, Permanent Secretary for Culture, and Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, at the Ministry of Culture. The signing ceremony was witnessed by Yuthika Isarangkura and Ranee Itarat, Deputy Permanent Secretary for Culture, along with Grab Thailand executives, government officials,  and members of the press.

Prasop Riangngoen, Permanent Secretary for Culture, remarked, “The Ministry of Culture is advancing its mission under the vision of ‘Cultural NEXUS – Connecting Culture to the Future,’ as it seeks to redefine its role as a ministry that draws on the value of the past to create opportunities in the present and shape the future for Thais. This vision connects culture with creativity and technology, empowers local communities to generate income, and brings Thai talent and potential to the global market.”

“Our collaboration with Grab marks an important step in putting this vision into action by harnessing technology and digital platforms to drive the cultural economy. It will help bring the roots of Thainess and the unique identity of Thai culture to a wider audience, opening up more opportunities for younger generations and international tourists to discover and experience Thailand’s cultural heritage.”

Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, commented, “More than 37% of travelers in Asia-Pacific plan their trips around unique local experiences, especially those centered on food and culture.* As a leading digital platform with over 54 million monthly transacting users across eight Southeast Asian countries, Grab is delighted to leverage our technology, ecosystem, and broad user base to continue supporting the Ministry of Culture’s initiatives.”

“We have previously collaborated with the Ministry on several key projects—including promoting ‘Tomyum Kung’ following its UNESCO Intangible Cultural Heritage recognition, supporting ‘The Lost Taste’ initiative, and encouraging visits to Wat Phra Mahathat Woramahawihan in Nakhon Si Thammarat after its UNESCO World Heritage listing. This MoU reinforces Grab’s commitment to making Thai culture more accessible through our on-demand ride-hailing and delivery services, connecting millions of users with cultural destinations, local eateries, and products including Cultural Product of Thailand (CPOT) goods.”

The three-year MoU between the Ministry of Culture and Grab Thailand outlines collaboration across four key areas;

• Promoting Cultural Tourism and Festivals: Encouraging visits to cultural attractions, including temples, museums and historical sites, while supporting major festivals nationwide, such as Songkran, Loy Krathong and Bun Bang Fai. The collaboration will also include creative marketing initiatives to promote tourist destinations, including installing benches and umbrella stands at pick-up and drop-off points in popular cultural destinations across Bangkok, Chiang Mai and Ayutthaya. Visitors can scan QR codes on the benches to access online maps featuring must-visit places recommended by locals.

• Bringing Community Products to Digital Platforms: Introducing Cultural Product of Thailand (CPOT) retailers and community products curated by the Ministry of Culture to GrabMart, opening up new sales channels and income opportunities for local entrepreneurs and communities.

• Elevating Thai Cuisine to Drive Culinary and Cultural Tourism: Featuring more than 150 restaurants under the Ministry of Culture’s “The Lost Taste” project on GrabFood to raise awareness of Thailand’s culinary heritage and encourage visitors to explore local flavors where they originate.

• Building Digital Skills for Local Entrepreneurs through GrabAcademy: Providing training sessions and workshops to help local entrepreneurs use technology and digital platforms to grow their businesses, add value to Thai cultural and community products, and unlock new income-generating opportunities.

*Data from Visa’s 2026 Global Travel Intentions Study