Tastin’ France in Phnom Penh: Immersion at the Heart of French Ambitions in the Kingdom
- Christophe Gargiulo
- 25 minutes ago
- 5 min read
Last Saturday, the Novotel Phnom Penh hosted the first edition of Tastin’ France in the country, bringing together 15 French producers to explore a market that is still young but experiencing strong growth.
A Successful First Edition at Novotel Phnom Penh
Organized by Business France with the support of Confluences, the event connected French houses, local importers, and distributors around a selection of nearly 150 wines and spirits.Champagne, Bordeaux, Loire Valley, Languedoc, and Provence: all the major French wine regions were represented, offering local industry professionals a complete overview of French expertise. This diversity, combined with the quality of exchanges, greatly contributed to the success of this first edition.
Confluences: Opening Doors to the Cambodian Market
Key local partner Confluences played a structuring role in this initiative. Dara, in charge of Market Access, summarizes the ambition: “Our role is to support foreign companies that want to explore the Cambodian market. Today, we are accompanying these French producers to help them find local partners and promote their products here. The ultimate goal is really to develop the wine market and enhance French products in Cambodia.”Beyond logistics, Confluences acts as a true bridge between two economic ecosystems, facilitating connections and accelerating business opportunIties.
Business France: A Global Strategy, First Step in Cambodia
Fabienne Le Goc, head of the wines and spirits division at Business France, accompanies this delegation on a strategic Asian tour:“I am accompanying a delegation of 15 producers from all French wine regions in search of importers. This is the first edition in Cambodia, and we have high expectations for this developing market.”She also highlights a fundamental change: “Cambodians are increasingly wine enthusiasts. We believe it’s the right time to come and develop here.”This analysis is shared by many professionals present that day, who see the Kingdom as an still open market conducive to establishment.
Champagne Gold Tradition: An Optimistic First Discovery
For Champagne Gold Tradition, represented by Dalila Benaissa, this participation marks a key step in its international development:
“We don’t know the Cambodian market at all, so it’s all new to us. But we are very pleased to have this opportunity to present our champagnes here and meet importers.”
She also details the house’s positioning: “These are high-end champagnes with a strong identity around Pinot Noir. They work very well in festive venues as well as in gastronomic dining.”Already present in prestigious establishments in Monaco or Saint-Barthélemy, these champagnes embody a certain idea of French luxury, particularly attractive on a market moving upscale.
Vignobles Bouillac: Diversity and Adaptability to Seduce
From Bordeaux, Vignobles Bouillac, represented by Damien Lecomte, adopts a strategy based on the diversity of the offer: “It’s still a bit early to draw conclusions, but we see that it’s a dynamic country with a young population.”He specifies:
“We have several wines with different price levels, so everyone can find a product that suits them, whether in terms of quality or budget.”
And highlights a differentiating asset: “We can also offer more specific products, like unique grape varieties or wines with a different profile.”Before concluding optimistically: “Yes, I am optimistic, and I hope to turn these encounters into great opportunities here.”
Domaine J. de Villebois: Freshness and Gastronomy on Point
For Domaine J. de Villebois, a major player in the Loire Valley, the challenge is clear: offer wines perfectly suited to local expectations.
“Our wines are very fresh, very refreshing, and they pair very well with many types of cuisine,” explains Judy Lu.
She adds: “Appellations like Sancerre are very much in demand right now.”Beyond the product, the human experience also plays a key role: “I love the culture, the food, and the people are very warm.”A feeling shared by many participants, sensitive to Cambodian hospitality.
A Complete Showcase of the French Vineyard
In addition to these interviewed producers, the event brought together a wide range of houses illustrating the diversity and richness of the French vineyard.Domaine Paul Mas, a figure in the revival of Languedoc, presented modern and accessible wines blending creativity and tradition. Domaine Calmel & Joseph stood out for its commitment to terroir wines, often organic, driven by a craft vision.
LGI Wines highlighted its expertise in custom wines and private labels, particularly suited to international markets.On the Bordeaux side, Château Haut Grelot, Vignobles Famille Marque, and Les Grands Châteaux demonstrated the strength and innovation of a historic vineyard in constant evolution.Finally, Vignobles Vellas and Vignobles Méditerranée illustrated the adaptability of French producers, offering extensive and flexible ranges to meet local importers’ expectations.
Cambodia, a Land of Confirmed Opportunities
Through these testimonials, a clear trend emerges: Cambodia attracts, intrigues, and convinces.Growing market, young population, upscale shift in consumption, cultural affinity with France: so many factors that reinforce its attractiveness.Initiatives like Tastin’ France play a determining role in structuring these exchanges and encouraging investments. They remind us that the Kingdom remains a land of opportunities where French companies can find their place.
A Still Vibrant Franco-Cambodian Relationship
Beyond economic prospects, the event also highlighted the deep ties between France and Cambodia. Gastronomy, wine, art of living: so many elements that continue to seduce and create natural bridges between the two cultures. This proximity is a powerful lever for French producers, facilitating their integration into the local market.
A Success Calling for More
With strong attendance, quality exchanges, and shared enthusiasm, this first edition of Tastin’ France in Phnom Penh stands as a resounding success.For Champagne Gold Tradition, Domaine J. de Villebois, Vignobles Bouillac, and their peers, this stop marks the beginning of a promising adventure.Cambodia more than ever confirms its status as a market of the future—and French producers are determined to write a new chapter in their international development there.
About Confluences
Confluences is a structure specialized in supporting foreign companies wishing to establish themselves in Cambodia. Thanks to its local expertise, it facilitates market access by offering networking, business development, and strategic advisory services. A true catalyst for opportunities, Confluences plays a key role in bringing together international players and local partners.
About Business France
Business France is the national agency dedicated to the internationalization of the French economy. It supports companies in their export development and works to promote France’s attractiveness to foreign investors. Present in over 70 countries, it organizes numerous professional events each year, including Tastin’ France tastings, to showcase the excellence of French products worldwide.
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