"Grab Singapore" issued an apology after its ad series "Love the Driver" was heavily criticized for romanticizing passenger harassment, stressing that safety and personal boundaries must not be neglected.
On 10 Sep 2026 GMT+7, the South China Morning Post reported that Grab Singapore, a ride-hailing app provider, apologized after a new micro-drama ad series inspired by a popular Chinese short series sparked online debate about passenger safety and personal boundaries, especially concerns that the content might make inappropriate driver behavior seem romantic.
The report stated that the campaign titled “I Fell In Love With My Grab Driver” stars Singaporean actress and model Regina Lim as Emily, a widow managing care for her child and mother, and Singaporean actor and singer Glen Yong as Henry, a Grab driver. The trailer released last Friday showed Emily meeting Henry when he picks her up for an errand; after the car hits a pothole, Henry stops to check on her, revealing he is not the middle-aged man she expected.
Henry then starts appearing regularly in Emily’s life, bringing food to her doorstep, catching her as she nearly falls—similar to a scene in a Korean series—and helping her with an inappropriate boss. The ad asks, "What if your Grab driver becomes the love of your life?"
Online responses were divided: some praised the ad’s creativity and novelty, while others criticized it as inappropriate, fearing it could normalize unacceptable driver behavior. Another concern was that Singapore’s largest ride-hailing company approved content implying drivers crossing boundaries with passengers.
Following the backlash, Grab Singapore released a statement on its social media, emphasizing that safety standards are a top priority. It stressed that safety, clear boundaries, and mutual respect in daily interactions should never be overlooked. The company acknowledged it should have more carefully considered the title’s implications, which might raise safety concerns, apologized for causing discomfort or worry, and reaffirmed that inappropriate behavior or conversations are unacceptable from either drivers or passengers.
Meanwhile, Grab’s regional brand and marketing head for Singapore said the company sees storytelling through entertainment as a way to connect with consumers and plans to continue exploring this approach. They noted the first series taught the company many lessons, including from the public discussion, which will inform future projects.
Previously, there have been several complaints about driver behavior in Singapore’s ride-hailing services. Grab released six of the planned twelve episodes on its official Singapore YouTube channel before criticism intensified. It remains uncertain whether the company will publish the remaining episodes.
Source: SCMP