Grab rebrands GrabRewards programme across SEA

Grab has rebranded its GrabRewards programme to GrabCoins, rolling out a broader set of earning mechanics across Southeast Asia.

The update is now live in Singapore, Malaysia, Thailand, the Philippines, Cambodia, Myanmar and Vietnam, where it is known as GrabXu.

Users can start earning and redeeming GrabCoins after updating the Grab app. The coins are awarded through food, delivery, transport, express and mart transactions, as well as via GrabPay, PayLater and linked digibanks such as GXS Bank and GXBank in selected markets.

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Grab said the revamp aims to offer more “tangible and immediate” ways to save on everyday transactions. Specific actions will earn users additional GrabCoins as part of a phased rollout. These include hosting GrabFood group orders, booking tables through Grab dine out, paying with GrabPay or PayLater, using advance booking for rides, transacting via Partner App services and making in-store purchases at retailers such as Jaya Grocer.

Coins can be redeemed directly at checkout through a toggle on food and mart orders, instantly lowering the total bill.

Grab has also introduced a dedicated GrabCoins homepage within the app, which serves as a personalised hub highlighting earning opportunities, accumulated balances and available redemptions.

Existing GrabRewards points held by users will be automatically converted to GrabCoins on a 1:1 basis once the app is updated. Grab added that from January 2026, GrabCoins will carry a six-month validity period, encouraging users to redeem them more frequently.

The company said the shift reflects its aim to provide clearer value and increased benefits as its ecosystem of services expands.

MARKETING-INTERACTIVE has reached out for more information. 

The update sits alongside Grab’s wider push to turn its app into a one-stop hub for everyday services. In October, Grab introduced Partner Apps, letting users book rides, travel, entertainment and other services without separate apps or new accounts. The move expands Grab’s footprint beyond deliveries, mobility and digital financial services, while giving brands access to its 46 million monthly transacting users across Southeast Asia.

The feature launched with five partners — Firsty (global eSIMs), HelloRide (bicycle sharing), Jolibox (games and short dramas), redBus (bus and ferry bookings) and Drive lah (peer-to-peer car sharing).

The integration also enables contextual ads, such as prompts to rent a HelloRide bike nearby or reminders to buy a Firsty eSIM before travelling.

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