Cambodia Launches #MadeInCambodia National Campaign

The Cambodian Ministry of Commerce inaugurated the national "#MadeInCambodia" campaign on Saturday, a strategic initiative aimed at enhancing the image of local products and integrating Khmer producers into the supply chains of modern supermarkets.

A Symbolic Launch in Phnom Penh

The event took place at Chip Mong 271 Mega Mall, one of the capital's largest shopping centers, right in the heart of Valentine's Day. Cham Nimul, Minister of Commerce, presided over the ceremony, emphasizing that supporting local industry is a way to express "patriotic love" toward Khmer farmers and entrepreneurs. This festive date was chosen to anchor the message in an emotional dimension, encouraging consumers to prioritize goods "Made in Cambodia," from agricultural products to crafts and manufactured goods.

Three Pillars for a Year of Action

The one-year campaign rests on three main axes. First, it promotes the quality and diversity of national products to improve their perception among Cambodians. Second, the ministry will act as an intermediary to connect micro, small, and medium-sized enterprises (MSMEs) to supermarkets, shopping centers, and convenience stores. Finally, it coordinates with over 300 points of sale nationwide to reserve prime shelf space and dedicated displays for Khmer products.

Economic Context and Private Sector Role

This initiative fits into the royal government's economic diversification strategy, facing an economy still dominated by textile and agricultural exports.

Similar campaigns, like "Buy Khmer Products" launched in 2023, have already boosted local and international demand, fostering innovation in packaging and quality. The presence of royal officials and executives from Chip Mong Retail, a Cambodian retail giant, illustrates the private sector's commitment, which is essential to counter import competition and strengthen MSMEs.

Challenges and Prospects for the Khmer Economy

Promoting "Made in Cambodia" products aims to stimulate rural employment, national pride, and economic resilience, as shown by previous initiatives such as geographic indication labels supported by AFD.

Experts highlight the need for better branding, certifications, and education of young consumers for lasting impact. As the country negotiates new trade agreements, this campaign could transform the perception of local goods, shifting from subsistence production to competitive products on global markets.