Grab’s AI Translator and Discounts Attract Thailand’s Growing Expat Community
Thailand’s expanding expat population is changing the country’s consumer landscape, and Grab Thailand is responding with smart technology and appealing promotions to attract these new users.
Currently, over 5.3 million foreigners reside in Thailand — an 8% rise since 2019 — and Grab has seen delivery orders from expats surge by more than 50% in the past year. This trend signals that Thailand is evolving beyond a tourist destination into a thriving home for remote workers, retirees, and long-term residents.
To cater to this diverse group, Grab recently introduced its One Click Translation feature, an AI-powered tool that translates dish descriptions and merchant information into nine languages including English, Chinese, Japanese, and Korean. This makes ordering food and services simpler for those unfamiliar with Thai.
Grab’s New Features for Expats
In addition, Grab launched the Grab Expat Pass, a subscription plan that offers up to 2,000 baht (around S$85) in discounts across food delivery, groceries, ride-hailing, and parcel services. This package is designed to support expats’ daily needs while encouraging them to use Grab more often.
Data from Grab and Brickinfo shows the main expat users come from the US, UK, China, Korea, and Japan, mainly living in Bangkok, Phuket, Chiang Mai, Pattaya, and Hua Hin. These customers typically spend between 300 and 500 baht (S$13 to S$21) per order, demonstrating strong purchasing power.
Their favourite dishes reflect classic Thai cuisine, with fried rice topping the list at over 627,000 orders per year, followed by chicken rice. In drinks, traditional Thai tea leads with more than 127,000 cups sold annually.
Growing Popularity of GrabBike
While car services like JustGrab and GrabCar remain popular among expats, GrabBike has seen a significant 30% increase in use year-on-year. Many appreciate motorbikes as a fast, convenient option for navigating busy city traffic and short trips.
Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, said, “Bangkok’s fast internet, affordable rent, and vibrant culture make it one of the top cities for remote workers. We want to enhance that experience with tools that make life easier.”
As Thailand continues to welcome a growing international community, Grab’s new features and offers will help expats integrate smoothly while driving business growth in the region.