Grab Malaysia announced last Sunday its Kerana ASEAN campaign, as a strategic partner of the Ministry of Foreign Affairs Malaysia (MOFA).

The firm said in a statement that the campaign aims to raise public awareness and education about the significance of Malaysia’s ASEAN Chairmanship and its vital role in fostering regional cooperation and integration.

Kerana ASEAN reflects Grab’s own commitment to advancing environmental, social, and governance (ESG) principles across Southeast Asia.

Through this initiative, Grab envisions a more sustainable, inclusive, and digitally-connected region, reinforcing its mission to empower everyday communities.

The Kerana ASEAN campaign represents a cornerstone of Grab’s broader #GrabBersamaASEAN initiative, which supports the government’s leadership role to champion ASEAN’s vision and theme of inclusivity and sustainability.

The campaign is a multifaceted initiative designed to educate Malaysians and the broader ASEAN community about the importance of regional cooperation and Malaysia’s leadership role; highlight how everyday Malaysians benefit from ASEAN integration and collaboration.

“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.

She said that through this initiative, the firm aims 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, driving a more inclusive and sustainable future,

“We look forward to strengthening ASEAN integration and ensuring its benefits reach communities across the region,” she added.

In addition to Kerana ASEAN, Grab Malaysia was also a part of the special exhibition held at the 46th ASEAN summit.

Further encapsulating the theme of Malaysia’s ASEAN Chairmanship 2025 – Inclusivity and Sustainability – the booth showcased some of Grab’s latest inclusive technology as well as its ESG commitments across the region.

This is including artificial intelligence (AI) Merchant Assistant, AI Driver Companion.

AI Merchant Assistant is a dynamic, context-aware tool designed to drive growth and streamline operations for merchants within the Grab ecosystem.

The solution delivers personalized insights, actionable recommendations, and immersive chat support, empowering merchants to make informed decisions.

Meanwhile, AI Driver Companion provides driver-partners with real-time suggestions for nearby locations with higher demand and shorter wait times.

This optimizes driver efficiency, minimizes idle time, and enhances earning opportunities.

According to the statement, Grab’s 2024 ESG highlights include creating sustainable earnings opportunities, breaking barriers for equal opportunity and driving waste reduction at scale.

It is noted that Grab’s driver- and merchant-partners earned $12.8 billion on the platform, with over 99 percent of driver-partners meeting or exceeding local hourly minimum wages.

Additionally, Grab onboarded 600,000 micro, small, and medium businesses. Breaking Barriers for Equal Opportunity: 135,000 Partners With Disabilities (PWDs) and women driver-partners earned an income through Grab in 2024 across the region.

Meanwhile, the firm deployed 18 AI-driven Reverse Vending Machines across Klang Valley with KLEAN, F&N, MRANTI and Asasrama, diverting 9,898kg of plastic waste.

In addition, Jaya Grocer expanded the Farm Fresh refillable milk bottle tap initiative, reducing over 7,000kg of single-use paper and selling 220,000+ liters of milk in refillable glass bottles.

The Kerana ASEAN campaign will run throughout the year, with various activations planned across digital and physical touchpoints, said the statement.

Grab is a superapp in Southeast Asia, operating across the deliveries, mobility and digital financial services sectors.

The firm is serving 800 cities in eight Southeast Asian countries – Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam.

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