Ayasan, a Japanese-Thai home service platform poised for growth
A strong presence in Southeast Asian market with expansions on the horizon
Ayasan Holdings, a Japanese company based in Thailand, is making significant strides in Southeast Asia’s home services market. The company, which offers a comprehensive range of services from housekeeping to elderly care, has built a customer base exceeding one million users since its inception.
Notably, the company has doubled its user base over the past two years, securing its position as the leading platform in Thailand’s home services sector.
The Southeast Asian home services market, currently valued at US$15 billion, presents substantial growth opportunities. The cleaning services segment alone is recording an annual growth rate of 15%, while the babysitting market has expanded to US$3 billion.
In this rapidly growing market, Ayasan has steadily increased its market share by leveraging Japanese-quality service standards and its unique talent development system.
Drawing from his experience at Walt Disney and Marriott International, founder Kotaro Ise established Ayasan in 2013 with the vision of transforming blue-collar workers into sapphire talent.
Under his leadership, the company has grown to manage a network of over 50,000 professional staff. Ise accredits Ayasan’s strengths as bridging the gap between quality and talent.
“Our strength lies in combining Japanese quality control expertise with an extensive talent network across Asia.”
The company’s rapid growth is driven by its aggressive regional expansion strategy. In Thailand, Ayasan already operates in Bangkok, Phuket, and Pattaya, with plans to enter Chiang Mai in February 2025.
The company has also established operations in Japan, Indonesia, Vietnam, and Laos. By 2025, Ayasan aims to expand its presence to nine countries, including Singapore, Malaysia, Cambodia, and the Philippines.
In the corporate sector, Ayasan has built an impressive client portfolio of over 1,000 companies, including major corporations such as Kasikorn Bank, FedEx, lululemon, Coca-Cola, and Canon. Recently, the company has seen increased demand from various embassy offices and emerging startups like FlashExpress and Gowabi.
Particularly noteworthy is the company’s growth in the tourist destinations of Phuket and Pattaya. The offices established in 2024 have achieved remarkable success with their short-term babysitting and care services for tourists, recording a monthly growth rate of 200%.
Ise remains optimistic in the face of rapid AI growth, instead highlighting the value of the services provided by Ayasan as unreplicatable by advanced technology.
“Even in the age of AI, the value of services that support people’s daily lives will never diminish.”
The company maintains its own IT engineering team and is actively developing AI-powered matching systems to enhance service delivery.
As Ayasan seeks to accelerate its growth further, the company is currently exploring partnerships with investors for its next phase of expansion. With the Southeast Asian home services market projected to exceed US$30 billion by 2030, industry observers are closely watching Ayasan’s next moves.
About Ayasan Holdings
- Company Name: Ayasan Holdings Co., Ltd.
- Headquarters: 26/2, Sukhumvit soi 61, Klongton-Nua, Wattana, Bangkok
- Established: January 2013
- CEO: Kotaro Ise
Contact Information
- Tel: (+66) 27 142 116
- Email: support@ayasan-service.com
- Website: https://ayasan-service.com/en
