Grab’s brand narratives are communicated in a cross cultural context as the company operates in multiple countries in Southeast Asia. Grab’s websites in different countries are available in local languages, ensuring that users can access information in their preferred language. As we can see, all websites from different countries maintain a consistent interface and content. However, the Indonesian website stands out with a segment dedicated to explaining why users should choose Grab. This could occur due to the competition within the Indonesian market compared to other countries.