Fish Amok Steals the Show in Times Square as Grab Promotes Southeast Asia’s Vibrancy
New York City’s iconic Times Square recently became a gastronomic gateway to Southeast Asia, as Grab showcased Cambodia’s beloved dish, Fish Amok, in a 15-second advertisement. The ad, which aired from December 2 to 12, was part of a broader campaign by the Southeast Asian superapp to highlight the region’s rich cultural diversity and culinary delights.
This year, the campaign featured seven short clips, each spotlighting a distinct aspect of Southeast Asia. From Singapore’s Rain Vortex at Jewel Changi Airport to Vietnam’s signature pancakes and Indonesia’s Pink Beach, Grab aimed to offer a tantalizing taste of the region’s offerings. Fish Amok, or Amok Trey, was one of the key highlights, representing Cambodia’s culinary heritage on the global stage.
For Grab, a Nasdaq-listed company headquartered in Singapore, this was not the first time they’ve utilized the Times Square billboard space. Since its listing, the company has used the high-profile location to promote Southeast Asia’s vibrant tourism and local cuisine, often showcasing its diverse merchant-partners across the region. However, this year’s campaign carried a special significance, emphasizing the tourism sector’s role in Southeast Asia’s economic recovery and growth.
A Taste of Cambodia’s Heritage
Fish Amok, often considered Cambodia’s national dish, is a rich and aromatic steamed fish curry made with coconut cream, eggs, and a flavorful paste of spices known as kroeung. Traditionally served in a banana-leaf cup, this dish offers more than just a meal; it is a window into Cambodia’s royal culinary history.
According to Grab, this year marks the third consecutive time Cambodia has been featured in the Times Square campaign. The choice to spotlight Fish Amok was a deliberate one, as the dish embodies the nation’s warm hospitality and deep-rooted heritage, making it an ideal representation of Cambodia’s culinary contributions to Southeast Asia.
Grab’s Vision for Southeast Asia
Grab President and COO Alex Hungate emphasized the global importance of Times Square, often referred to as the “crossroads of the world.” He noted that the campaign’s purpose was not only to showcase Southeast Asia’s food culture but also to invite travelers to experience the region’s warmth and hospitality.
“Whether you are visiting one destination or exploring multiple countries, our superapp is designed to make journeys simpler, safer, and more seamless,” Hungate explained. “By partnering with national tourism boards, we aim to spotlight the region’s vibrancy while supporting our driver- and merchant-partners, who are at the heart of Southeast Asia’s tourism economy.”
Grab’s campaign highlights the growing significance of the tourism industry in Southeast Asia. According to the World Travel & Tourism Council, the sector is projected to grow at an annual rate of 5.5 percent from 2024 to 2034. Last year alone, the tourism industry supported one in eight jobs across the region, a testament to the sector’s importance to the local economy.
The Future of Southeast Asia’s Tourism
As Southeast Asia continues to recover from the impacts of the pandemic, the region’s tourism sector is showing strong growth. Grab’s efforts, in partnership with tourism boards, play a critical role in encouraging long-haul visitors to explore multiple countries within the region. The proximity of Southeast Asia’s destinations, along with improved air connectivity and visa facilitation, makes it an increasingly attractive option for international travelers.
In addition to promoting local cuisine like Fish Amok, Grab’s app provides a seamless experience for travelers, allowing them to easily access rides, discover tourist spots, and enjoy authentic regional dishes. As more people venture to Southeast Asia in the coming years, Grab aims to be at the forefront, helping to shape the future of tourism in the region.
Conclusion
Grab’s Times Square campaign, which ran from December 2 to 12, was a successful endeavor to bring Southeast Asia’s vibrant culture to the world stage. By showcasing Cambodia’s Fish Amok and other regional highlights, Grab has not only promoted tourism but also celebrated the rich flavors and warm hospitality that define Southeast Asia.
As the region’s tourism industry continues to thrive, the partnership between Grab, national tourism boards, and local businesses will play a pivotal role in welcoming travelers from around the globe, ensuring that Southeast Asia remains a top destination for years to come.
