Cambodia’s beloved fish amok has made an unexpected splash in the heart of New York, appearing on a giant Times Square screen as part of a new Grab campaign celebrating Southeast Asia’s flavours and landmarks. The short feature, running from 2 to 12 December, introduced Manhattan crowds to one of the region’s most iconic dishes.

 

The ad is one of seven 15‑second clips produced by Grab, each highlighting a signature sight or taste from the countries where the superapp operates. Alongside Cambodia’s fish amok, the series includes Singapore’s Rain Vortex, Malaysia’s nasi lemak, Indonesia’s Pink Beach and Vietnam’s famous pancakes. It marks the third year Cambodia has been featured in Grab’s Times Square takeover.

 

Grab says the campaign aims to promote Southeast Asia’s tourism appeal rather than its own services, working with national tourism boards to showcase the region’s warmth, diversity and culinary heritage. Fish amok, described as a silky steamed curry made with coconut cream, eggs and the traditional kroeung spice paste, was chosen as a symbol of Khmer culture and royal cuisine.

 

Alex Hungate, Grab’s President and Chief Operating Officer, said Times Square was the ideal stage for the campaign, calling it “the crossroads of the world”. He added that the superapp’s goal is to make travel across Southeast Asia smoother and safer, while helping visitors discover authentic local food and attractions.

 

The company points to strong growth forecasts for the region’s tourism sector, with the World Travel & Tourism Council projecting annual expansion of more than five per cent over the next decade. Last year alone, tourism supported one in eight jobs across the markets where Grab operates, spanning more than 800 cities.

 

With many long‑haul travellers now combining several Southeast Asian destinations in a single trip, Grab hopes its campaign will tempt even more visitors to explore the region — and perhaps try a bowl of fish amok along the way.

 

 

-2025-12-16

Nice one, I think it's a delicious dish.