Times Square just got a splash of Southeast Asian warmth and Grab is behind it.
This December, the world-famous Manhattan crossroads lit up with a new set of 15-second ads by Grab, showcasing some of the region’s most iconic sights and flavours. Think: Malaysia’s nasi lemak, Singapore’s Rain Vortex, Indonesia’s Pink Beach, Vietnam’s crispy pancakes, Thailand’s Ko Tapu, and more all flashing across one of the world’s busiest screens.
The campaign runs from 2–12 December 2025, created with the support of tourism boards across Southeast Asia, inviting travellers to rediscover the region’s culture, food, and tropical magic.
Since its Nasdaq debut in 2021, Grab has used its Times Square billboard space to highlight partners from across the region, but this year’s theme goes bigger. It aims to boost regional tourism as Southeast Asia gears up for major rebounding growth, with travel projected to rise steadily over the next decade.
Grab says the goal is simple: make travelling in Southeast Asia easier, safer and more seamless. The superapp currently serves 800+ cities, giving travellers access to rides (from private cars to tuk-tuks and even Vietnam’s GrabCyclo), local food discovery, delivery, and cashless payments, all in one app.
Tourism Malaysia’s Director General, Mohd Amirul Rizal Abdul Rahim, calls the collaboration timely ahead of Visit Malaysia 2026, adding that Grab’s wide platform helps spotlight Malaysia’s culinary heritage and supports the country’s sustainable tourism goals through its EV adoption.
The heart of the message?
Southeast Asia is vibrant, diverse, delicious and ready to welcome the world again. And Grab’s putting it on one of the planet’s biggest stages.