-- As artificial intelligence accelerates the automation of white-collar work, a different kind of labor is gaining renewed importance—work that cannot be replaced by algorithms or machines. Cleaning, childcare, and elderly care remain deeply human services, and it is precisely this space where Ayasan Holdings is rapidly expanding its presence across Southeast Asia.
Founded in Thailand and rooted in Japanese service standards, Ayasan operates a home-services platform that covers everything from household cleaning to babysitting and senior care. Over the past two years, the company has doubled its user base and now operates in five countries, employing around 500 staff members and managing a network of more than 100,000 registered workers. Its services have been used by over one million customers to date, and by 2026 the company plans to expand to nine countries and 13 locations across Asia.
Headquartered in Bangkok, Ayasan often describes its ambition as becoming the “Grab of home services.” Rather than specializing in a single category, the company has built an integrated platform that combines workforce recruitment, training, quality control, and technology under one roof. A defining feature of its model is a long-term focus on cross-border labor mobility, including future support systems that connect Southeast Asian workers with employment opportunities in Japan, where labor shortages are becoming increasingly severe.
Technology plays a central role in Ayasan’s growth, but not in the way many AI-driven startups position themselves. The company maintains an in-house engineering team and has developed an AI-powered matching platform to improve efficiency and service quality. Its philosophy, however, is not to replace people with machines, but to use technology to enhance the value of human labor. By combining AI with Japanese-style operational discipline, Ayasan aims to scale without sacrificing trust or reliability.
The timing is strategic. Southeast Asia’s home-services market is estimated to be worth roughly USD 200 billion, with cleaning services growing at around 15 percent annually and the babysitting market alone reaching USD 30 billion. At the same time, aging populations across Asia are driving demand for senior care. In response, Ayasan launched its “Ayasan Cares” brand, offering elderly care services and an online store for caregiving products, a segment that has already achieved year-on-year growth of 200 percent.
Ayasan was founded in 2013 by Kotaro Ise, who previously worked at companies such as Walt Disney and Marriott International after graduating from a U.S. university. Ise believes that blue-collar work tied directly to everyday life will become some of the most valuable work in the AI era. That belief underpins the company’s broader vision of a “blue-collar revolution.” Beyond individual households, Ayasan has built a strong corporate client base, serving more than 1,000 companies including major banks, multinational brands, embassies, and fast-growing startups. In tourist destinations such as Phuket and Pattaya, short-term babysitting and elderly care services have seen explosive growth, with monthly expansion rates reaching 200 percent. Looking ahead, Ayasan’s ambitions extend beyond being a service provider. The company aims to build one of Asia’s largest blue-collar workforce databases and to accumulate real-world labor data that could support future AI and physical-AI applications. In an age increasingly dominated by automation, Ayasan is positioning human-centered work not as a relic of the past, but as a cornerstone of the future economy.
Contact Info:
Name: Kotaro Ise
Email: Send Email
Organization: Ayasan Holdings Co., Ltd.
Website: https://www.ayasan-service.com/en
Release ID: 89179995
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