Did you notice? From the bustling streets to the city’s skyline, Kuala Lumpur seemed to glow green throughout ASEAN Summit week, leaving many wondering:
Did Grab really paint the town green?
More than just a visual spectacle, it reflected Malaysia’s pivotal role in shaping ASEAN’s regional spirit.
When it comes to connecting people, places, and possibilities, Grab has always been more than just an app. This year, the homegrown brand took that spirit further.
As leaders and delegates convene in Kuala Lumpur for the 47th ASEAN Summit, Grab Malaysia has introduced the #GrabBersamaASEAN initiative in collaboration with the Ministry of Foreign Affairs (MOFA) to facilitate mobility and local access for summit participants.
Grab’s City-Wide Welcome
If you’ve passed through Bukit Bintang, KLCC, or even KLIA lately, you might have spotted something that made you look twice, a sea of Grab green welcoming ASEAN leaders and delegates to Malaysia.
The campaign kicked off with a massive city-wide takeover, transforming iconic locations into beacons of ASEAN pride.
Bukit Bintang Takeover: The iconic shopping district lit up with Grab’s digital billboards, creating an unforgettable welcome for visitors exploring the city’s heart.
KLCC Convex Tunnel Transformation: The famous tunnel became an immersive light experience, showcasing Grab’s journey across Southeast Asia.
Highway & KLIA Highlights: From airport dreamboards to strategic highway digital-out-of-home (DOOH) advertising, Grab’s presence greeted delegates throughout their entire journey in Malaysia.
Iconic Car Wraps: A fleet of Grab vehicles sporting special ASEAN livery navigated the city streets, bringing the campaign to life on the move.
It was a proud visual statement that symbolised how Grab’s roots as a homegrown company continue to grow across the region, reflecting Malaysia’s own leadership in the ASEAN community.
Operating across eight ASEAN member states, Grab also introduced the Grab ASEAN Delegate Pass, offering exclusive discounts on transport, food, and mart services. The initiative not only enhances convenience but also brings a sense of familiarity and warmth to delegates as they move through the city for meetings and events.
Through this campaign, Grab expresses its support for the theme of Inclusion and Sustainability the key agenda of Malaysia’s ASEAN Chairmanship 2025, echoing efforts to strengthen digital inclusion, economic empowerment, and sustainability across the region.
More Than Just a Ride — It’s a Regional Connection
From its humble beginnings in Malaysia to becoming Southeast Asia’s leading superapp, Grab has always been about progress, inclusion, and possibility. Founded in 2012 as MyTeksi, it started as a simple solution to improve local commutes. Today, millions of consumers, driver-partners, and merchants rely on the platform for mobility, deliveries, and financial services, driving everyday growth and digital transformation across the region.
The brand’s journey from a few cars on Malaysian roads to a network spanning 800 cities in over 8 ASEAN countries is a testament to what this region can achieve. Through #GrabBersamaASEAN, the brand is highlighting how its services empower communities in Malaysia, Indonesia, Thailand, Vietnam, and beyond — reflecting the ASEAN spirit of cooperation and shared prosperity.
Real ASEAN Connections
In support of Malaysia’s ASEAN Chairmanship, Grab Malaysia partnered with KS Lagi to launch Rakan Grab Jelajah ASEAN, a three-part web series.
Hosted by Shahril, the show takes viewers on a cross-border adventure with three Grab driver-partners who explore Bali, Danang, and Bangkok, three vibrant cities that embody the region’s cultural diversity and Grab’s growing ecosystem.
In the first episode, Shahril is joined by Abang Syukri from Malaysia and Pak Munawir from Indonesia as they explore Bali’s rich cultural landscape.
In one memorable moment, Pak Munawir, a Grab driver since 2016, reflects on the platform’s impact on his life.“I used to run a small business, but when it closed, Grab became vital for my family. Today, it is my main income, and many friends who lost jobs have also turned to Grab, turning challenges into new beginnings,” he says.
The documentary series also puts ASEAN’s key priorities in motion, showcasing a tangible push for digital inclusion, sustainable development, and smart technology across the region. In Bali, this future is already rolling on two wheels. The sight of Grab's EV Bikes offers a glimpse into a cleaner commute, directly supporting the region's ambitious green initiatives.
The journey further reveals how Grab tailors its solutions to meet unique local challenges:
In Bangkok, the "GrabAssistant" service acts as a personal concierge, helping busy urbanites manage their daily errands on demand.
In Da Nang, clearly numbered "Grab Benches" along the coastline solve a very specific problem, making pick-ups and food deliveries seamless for both tourists and locals.
Through these authentic encounters, the series demonstrates how the superapp has evolved beyond a digital platform. It emerges as a bridge that links people, purpose, and heritage across Southeast Asia, nurturing livelihoods and intertwining cultures in the process.
Explore ASEAN Together with Grab
From its beginnings as a Malaysian ride-hailing startup to becoming a regional superapp, Grab’s evolution mirrors ASEAN’s own journey toward greater connectivity.
As the 47th ASEAN Summit concludes, the spirit of collaboration and unity continues to drive the region forward.
Through #GrabBersamaASEAN, Grab proudly joined Malaysia in celebrating this spirit of unity, showcasing how technology, connectivity, and collaboration continue to shape Southeast Asia’s future.
Stay tuned on the KS Lagi YouTube channel and for the latest updates, follow Grab on Facebook and Instagram, or visit their official website.
