Expat Demand Fuels Growth
50% Increase in Delivery Orders
On August 6, 2025, Grab Thailand reported a 50% surge in delivery orders from expatriates and digital nomads over the past year, driven by their high spending power and preference for Thai cuisine. Popular dishes like fried rice, with over 627,000 orders annually, and chicken rice, with 326,000 orders, dominate, alongside Thai tea, which sold over 127,000 cups. This growth highlights Thailand’s appeal as a hub for foreigners, with 5.3 million non-Thai residents, up 8% since 2019, according to the Thailand Migration Report 2024.
Enhanced Services for Foreign Users
AI-Powered Translation Feature
To cater to its growing expat user base, Grab introduced an AI-powered “One Click Translation” feature, enabling menu translations into nine languages, including English, Chinese, and Japanese. This enhances accessibility for users in cities like Bangkok, Phuket, and Chiang Mai, where American, British, Chinese, Korean, and Japanese expats are most active. The feature not only improves user experience but also boosts sales for Grab’s merchant-partners by connecting them with foreign customers, expanding their market reach.
Ride-Hailing Trends Among Expats
GrabBike Usage Rises 30%
Grab’s ride-hailing services also saw significant growth, with a 30% year-on-year increase in GrabBike usage among expats, while two-thirds prefer car options like JustGrab and GrabCar Premium. The company’s focus on expats, considered high-value users with average order values of 300–500 baht, has driven its strategy to tailor services. Bangkok’s ranking as the top city for American remote workers, due to affordable living and fast internet, further fuels demand for Grab’s transport and delivery offerings.
Strategic Initiatives Boost Appeal
Expat Pass Offers Discounts
Grab launched the Expat Pass, a discount package offering up to 2,000 baht in savings across food, grocery, transport, and parcel delivery services, tailored specifically for expatriates. Chirakit Kwangsukstith, senior director of deliveries at Grab Thailand, emphasized that these initiatives enhance convenience and create opportunities for merchants. By leveraging Thailand’s cultural charm and infrastructure, Grab aims to solidify its position as a key service provider for the growing expat and digital nomad community, driving economic impact in key urban centers.
