Doubling Its User Base in Two Years, Expanding Across Nine Countries to Cement Its Presence in Southeast Asia
— Ayasan Holdings Co., Ltd. (Headquarters: Bangkok; CEO: Kotaro Ise), a Japanese-owned home services company based in Thailand, continues to make significant strides in the Southeast Asian market. Offering a wide range of services from housekeeping to nursing care, Ayasan has built a customer base of over one million since its inception. Over the past two years alone, the company has doubled its user base and established itself as the market leader in Thailand’s home services sector.
In Southeast Asia, the home services market is estimated to be worth around USD 15 billion. Within this market, cleaning services have seen an annual growth rate of 15%, while thebabysitting segment has expanded to nearly USD 3 billion. Amid this rapid growth, Ayasan leverages the high-quality standards synonymous with Japanese service and a proprietary workforce development system to steadily grow its market share.
“Our competitive edge lies in combining Japan’s renowned quality-control expertise with a broad human resource network covering Asia, ” says Founder and CEO Kotaro Ise. With professional experience at Walt Disney and Marriott International, Ise founded Ayasan in 2013, driven by a vision to transform so-called “blue-collar” workers into what he calls “sapphire-collar” professionals. Today, the company boasts a network of over 50,000 specialized staff.
A pillar of Ayasan’s success is its proactive regional expansion strategy. Already operational in Bangkok, Phuket, and Pattaya within Thailand, the company will launch in Chiang Mai in February 2025. Beyond Thailand, Ayasan operates in Japan, Indonesia, Vietnam, and Laos. By the end of 2025, it aims to expand into Singapore, Malaysia, Cambodia, and the Philippines, bringing its total footprint to nine countries.
Ayasan also serves corporate clients, counting over 1,000 companies—such as Kasikorn Bank, FedEx, lululemon, Coca-Cola, and Canon—among its clientele. More recently, the company has seen increased demand from embassies, as well as fast-growing startups including FlashExpress and Gowabi.
Noteworthy is Ayasan’s tremendous success in the popular tourist destinations of Phuket and Pattaya. Launched in 2024, both locations have seen strong demand for short-term babysitting and nursing care services aimed at tourists, achieving a staggering monthly growth rate of 200%.
“Even in the age of AI, the value of services that support daily life will never diminish,” says Ise. Ayasan has its own in-house IT engineering team and is currently developing AI-driven matching systems to further enhance service quality.
As Ayasan looks to accelerate its growth even further, it is considering strategic partnerships with investors. With some analysts predicting that the home services market in Southeast Asia could exceed USD 30 billion by 2030, Ayasan’s next moves are being closely watched.
Contact Info:
Name: Kotaro Ise
Email: Send Email
Organization: Ayasan Holdings Co., Ltd.
Address: 26/2, Sukhumvit Soi 61, Klongton-Nua, Wattana, Bangkok
Phone: +66-2-714-2116
Website: https://ayasan-service.com/en
Release ID: 89150926
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