KUALA LUMPUR — Grab Malaysia has launched its ‘Kerana Asean’ campaign in partnership with the Foreign Affairs Ministry, in a move to bolster public understanding of Malaysia’s role as Asean Chair in 2025 and the broader importance of regional integration.
The campaign, part of Grab’s wider #GrabBersamaAsean initiative, aims to highlight the benefits of Asean cooperation to everyday Malaysians while aligning with the bloc’s overarching themes of inclusivity and sustainability.
“As a homegrown brand, Grab is deeply honoured to launch the Kerana Asean campaign as a strategic partner of the Ministry 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. This aligns with our mission to empower the communities we serve through accessible and inclusive technology.”
The initiative reflects Grab’s commitment to advancing environmental, social and governance (ESG) goals across Southeast Asia. As part of the campaign, the company is promoting a more sustainable, digitally connected region, underpinned by equitable economic participation.
The ‘Kerana Asean’ campaign was also featured at the recent 46th Asean Summit, where Grab’s exhibition booth showcased inclusive technologies and regional ESG efforts.
These included its AI Merchant Assistant—offering personalised insights and business support to merchants—and the AI Driver Companion, which helps driver-partners identify high-demand areas to optimise earnings.
Among its 2024 ESG milestones, Grab reported that its driver- and merchant-partners earned a total of US$12.8 billion across the platform, with more than 99% of drivers meeting or exceeding local minimum wages.
The platform also onboarded 600,000 micro, small and medium-sized enterprises.
Other efforts highlighted included initiatives supporting persons with disabilities and women driver-partners—135,000 of whom earned an income through the platform last year—as well as waste reduction projects.
These included the deployment of 18 AI-powered reverse vending machines across the Klang Valley and an expansion of refillable milk bottle sales through Jaya Grocer, diverting tonnes of single-use packaging.
The Kerana Asean campaign will continue throughout the year, with a series of activations planned across both digital and on-the-ground channels. — May 25, 2025