Grab powers Malaysia’s ASEAN chairmanship with new campaign

Grab Malaysia has launched its "Kerana ASEAN" ('Because of ASEAN') campaign in support of Malaysia’s ASEAN chairmanship this 2025, reinforcing its commitment to regional collaboration and sustainability.

Announced as a strategic partner of the ministry of foreign affairs, the campaign is part of Grab’s broader #GrabBersamaAsean ('#GrabWithASEAN') initiative aimed at educating the public on the significance of ASEAN cooperation and Malaysia’s leadership role in the region.

The "Kerana ASEAN" campaign is designed to foster greater awareness among Malaysians and the wider ASEAN community about the tangible benefits of regional integration. It highlights how cross-border collaboration can positively impact the daily lives of citizens and reflects Grab’s ongoing mission to drive inclusive growth through accessible technology.

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As part of the launch, Grab Malaysia also participated in a special exhibition at the 46th ASEAN Summit. The company showcased its latest inclusive technologies and ESG-focused initiatives aligned with Malaysia’s 2025 ASEAN Chairmanship theme of inclusivity and sustainability.

Among the featured innovations were the AI merchant assistant, which delivers personalised recommendations and immersive chat support to help merchants optimise business performance, and the AI driver companion, which offers real-time suggestions for drivers on where to find higher demand and shorter wait times, improving efficiency and earning potential.

Grab also highlighted its 2024 ESG milestones, including enabling US$12.8 billion in earnings for driver- and merchant-partners, with more than 99% of drivers meeting or exceeding local minimum wage standards. Over 600,000 micro, small, and medium-sized businesses were onboarded to the platform, and 135,000 women and persons with disabilities (PWDs) earned an income through Grab.

In line with its sustainability goals, Grab worked with partners including KLEAN, F&N, MRANTI and Asasrama to install 18 AI-powered reverse vending machines in Klang Valley, diverting close to 9,900kg of plastic waste. Additionally, Jaya Grocer’s expansion of Farm Fresh’s refillable milk bottle initiative has helped eliminate over 7,000kg of paper waste, while selling more than 220,000 litres of milk in refillable glass bottles.

The "Kerana ASEAN" campaign will continue throughout the year, with ongoing digital and on-ground activations aimed at deepening public engagement and further supporting Malaysia’s ASEAN leadership agenda.

“As a homegrown brand, Grab is deeply honoured to launch the 'Kerana ASEAN' campaign as a strategic partner of the miinistry of foreign affairs Malaysia,” said Adelene Foo, managing director of Grab Malaysia. “Through this initiative, we aim to translate high-level regional priorities into tangible benefits that resonate with everyday Malaysians," she said."This aligns with our mission to empower the communities we serve through accessible and inclusive technology, driving a more inclusive and sustainable future. We look forward to strengthening ASEAN integration and ensuring its benefits reach communities across the region," Foo added.

Just last week, Grab also announced the launch of its first Artificial Intelligence Centre of Excellence (AI COE) in Singapore, backed by Digital Industry Singapore (DISG), as part of its push to scale AI-driven solutions across Southeast Asia (SEA).

Located in Tower B of its GrabHQ@one-north campus, the AI COE aims to address regional challenges through AI applications in accessibility, productivity and smart city infrastructure. It is expected to generate at least 50 high-value roles by 2025 across product, engineering, data science and analytics functions.

According to the company, the launch marks a strategic shift towards using AI not just to enhance convenience, but to deliver public good, powering inclusion, enabling smarter cities, and helping SEA navigate its digital future.

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