GrabNEXT 2026: Decoding Thai Food Soft Power Strategy
GrabFood reveals Southeast Asian users spent over 22 billion baht on Thai food in 2025, unveiling the T.A.S.T.E strategy to boost Thailand's economy.
Stock photo for illustration only, not from the actual event
- Users across 7 Southeast Asian countries spent over 22 billion baht on Thai food via GrabFood.
- Som Tum orders in Thailand exceeded 13 million plates, while Thai tea reached 8.6 million cups.
- Grab helped generate over 15 billion baht in foreign tourist spending in Thailand over 3 years.
- Partnership with the Ministry of Culture revives ancient recipes and expands Thai brands globally.
Last year, users across seven countries in Southeast Asia collectively spent over 22 billion baht ordering Thai food via GrabFood. This massive figure highlights how popular dishes like stir-fried basil, Tom Yum, and Thai milk tea are continuously ordered and delivered across the region every single minute.
These statistics were revealed at the GrabNEXT 2026 event under the theme 'The TASTE of THAI', serving as concrete evidence that Thai culinary culture has been successfully monetized into real economic value in the digital era. The rise of algorithms and social media has significantly accelerated the global reach of Thai food, from viral moments like Lisa featuring Papaya Salad on The Tonight Show to Norwegian Air utilizing sticky mango rice to attract international travelers.
Stock photo for illustration only, not from the actual event
Regarding all-time order statistics on the platform in Thailand, Som Tum reached over 13 million plates—averaging 35,000 plates per day—while Thai tea surpassed 8.6 million cups, averaging 23,000 cups daily. Meanwhile, the top three most popular dishes ordered by international visitors were stir-fried basil, fried rice, and Pad Thai.
The rapid scalability of Thai food on the platform stems from its network effect, boasting over 54 million active users across Southeast Asia. Travelers from neighboring countries such as Singapore, Malaysia, and Vietnam can seamlessly use the app upon landing at Suvarnabhumi Airport without downloading a new application or re-entering credit card details, supported by in-app AI translation features. Over the past three years from 2023 to 2025, Grab has successfully funneled over 15 billion baht of foreign tourist expenditure into the Thai economy.
Leveraging big data analytics to understand consumer behavior represents a crucial shift from traditional marketing toward a data-informed strategy. Delivery platforms act not only as sales channels but also as a vital bridge connecting international market demands with local vendors, thereby reducing gaps and enhancing the precision of soft power promotion.
Furthermore, the company has leveraged these insights to propel local Thai brands and street food into international markets. Initiatives include bringing the popular shredded chicken noodles brand Emily's to pop-up stores in Singapore and Malaysia with localized delivery systems, featuring famous vendors on giant billboards in Times Square, New York, and launching 'The Lost Taste' project in collaboration with the Ministry of Culture to revive rare historical recipes like Gang Ranjuan and Thai crab lab.
“Sometimes we focus too much on promoting cultural work while forgetting to find the market and understand what consumers actually want.”
Sabida Thaiseth, Minister of Culture
Minister of Culture Sabida Thaiseth noted on stage that integrating real behavioral data from the private sector helps bridge the gap between government policy and market demand. She highlighted examples such as a 30% surge in ride-hailing trips to Wat Phra Mahathat Woramahawihan in Nakhon Si Thammarat within a single quarter following its UNESCO World Heritage designation, and a twofold increase in trips to Ratchadamnoen Boxing Stadium due to modernized production. Additionally, foreign purchases of local community products via GrabMart grew by 50%, with scented candles, inhalers, and reed diffusers emerging as top must-have items.
Source: Techsauce
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