Explosive Growth! Japan’s Ayasan Indonesia Dominates Southeast Asia’s Home Services Market

Ayasan Indonesia, a Japanese company headquartered in Jakarta, Indonesia (CEO: Kotaro

Ise), is achieving remarkable growth in the Southeast Asian market. The company offers a

wide range of home services, from housekeeping to caregiving, and has built a customer

base exceeding one million since its inception. Notably, Ayasan has doubled its user base in

the past two years and is rapidly increasing its presence across nine countries in Southeast

Asia.

The Southeast Asian home services market is valued at approximately USD 15 billion, with

the cleaning services segment growing at an annual rate of 15%, and the babysitting market

expanding to a USD 3 billion scale. In this dynamic market, Ayasan leverages

Japanese-style high-quality services and a unique talent development system to steadily

increase its market share.

"Our strength lies in balancing the quality management expertise of a Japanese company

with a comprehensive talent network across Asia," says Kotaro Ise, founder and CEO. With

extensive experience at Walt Disney and Marriott International, Ise established Ayasan

Indonesia in 2013 with the vision of "creating a world where blue-collar workers can shine."

Today, the company has grown to employ over 50,000 specialized staff members.

Ayasan's rapid growth is supported by an aggressive regional expansion strategy. Beyond its

base in Jakarta and planned expansion to Bali, the company is also providing services in

Japan, Thailand, Vietnam, and Laos. By 2025, Ayasan aims to operate in nine countries,

including Singapore, Malaysia, Cambodia, and the Philippines.

In addition to residential services, Ayasan has built a strong track record in corporate

services, with over 1,000 clients including FedEx, lululemon, Coca-Cola, and Canon.

Recently, demand from embassies and startup companies such as FlashExpress and

Gowabi has been on the rise.

"I am confident that even in the age of AI, the value of services that support people's daily

lives will never diminish," asserts Ise. The company boasts an in-house IT engineering team

and is developing an AI-powered matching system. Furthermore, Ayasan is planning

cross-border service expansions, including personnel dispatch to Japan, positioning itself as

a leading player in Southeast Asia's home services market.

Aiming for further accelerated growth, Ayasan is currently exploring collaborations with

investors for its next growth stage. With the Southeast Asian home services market

projected to exceed USD 30 billion by 2030, the company's future developments are

garnering increasing attention.

Company Overview

7-8, RT.10/RW.11, Karet Tengsin, Kecamatan Tanah Abang, Kota Jakarta Pusat,

Daerah Khusus Ibukota Jakarta 10220, Indonesia

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