Cambodia Hits Major Milestone in Promoting Premium Fragrant Rice Globally

Cambodia marks a major milestone in promoting its premium fragrant rice internationally. According to a press release from the Ministry of Commerce, "Golden King" Cambodian Premium Jasmine Rice is now available in more than 345 outlets in Hong Kong and Cambodia.

This expansion results from a strategic partnership between Amru Rice (Cambodia) Co., Ltd. and DFI Retail Group, an Asian retail giant.

A Win-Win Partnership

Amru Rice distributes its rice in 245 Wellcome supermarkets in Hong Kong and 100 Lucky Supermarkets in Cambodia. This collaboration opens access for Cambodian exporters to established consumer markets. The Ministry emphasizes that this initiative fits into the #MadeInCambodia campaign, aimed at boosting the visibility and competitiveness of local products.

Global Excellence of Phka Rumduol

Phka Rumduol rice, the flagship variety, has won the "World's Best Rice" title seven times, including in 2025 (World Rice Conference). Packaged under the "Malys Angkor" certification, it embodies national identity and meets international standards.

Sourced from local farming communities practicing sustainable agriculture, it meets global demand for eco-responsible products, aligned with DFI Retail Group's principles.

Government Support and Prospects

The Minister of Commerce, H.E. Ms. Cham Nimul, praised Amru Rice for promoting high-quality rice. The Ministry is committed through the Export Promotion Task Force (EPTF) to developing brands, diversifying offerings, and targeting high-value markets, particularly with Geographical Indications (GI). This advancement strengthens Cambodia's position in the global rice market while promoting inclusive and sustainable growth.

This expansion illustrates Cambodia's efforts to valorize its agriculture, traditionally rooted in the rice fields of the Tonlé Sap and Mekong. Historically, Cambodian jasmine rice, cultivated for centuries using ancestral techniques, symbolizes post-Khmer Rouge peasant resilience. Today, with yields boosted by improved seeds and sustainable practices, it rivals Thai Hom Mali.

Reliable sources like the FAO confirm that Cambodia produces 11 million tons of paddy rice annually, with 800,000 tons exported (FAO, 2025). This premium success, beyond volumes, highlights a millennial tradition: rice as a cultural pillar, celebrated during the Water Festival (Bon Om Touk) where it feeds communities. The expansion into Hong Kong, a gourmet market, propels this heritage toward urban Asia.