PHNOM PENH: Cambodia has reached a new milestone in promoting its premium fragrant rice internationally, with “Golden King” Cambodian Premium Jasmine Rice now available in more than 345 retail outlets across Hong Kong and Cambodia.
The Ministry of Commerce announced that the expansion is the result of a strategic partnership between Amru Rice (Cambodia) Co., Ltd. and DFI Retail Group, a leading Asian retail conglomerate.
Under the collaboration, the product has been distributed to over 245 Wellcome supermarkets in Hong Kong and around 100 Lucky Supermarkets nationwide in Cambodia, providing Cambodian rice exporters with broader access to established consumer markets.
Cambodia’s premium fragrant rice, particularly the Phka Rumduol variety, has earned global recognition, winning the World’s Best Rice award seven times, most recently in 2025. The Ministry noted that the latest expansion reflects ongoing efforts to enhance value addition in the agricultural sector and strengthen trade facilitation through public-private partnerships.
The rollout also supports the Ministry’s #MadeInCambodia campaign, aimed at boosting the visibility and competitiveness of Cambodian products in both domestic and international markets.
According to the Ministry, the rice supplied by Amru Rice is sourced from local farming communities that practice sustainable agriculture, aligning with growing global demand for environmentally responsible food production and DFI Retail Group’s sustainability principles.
Minister of Commerce H.E. Mrs. Cham Nimul commended Amru Rice for its role in promoting high-quality Cambodian rice abroad. She highlighted that the product is packaged under the “Malys Angkor” certification, reflecting both national identity and adherence to international quality standards.
The Ministry reaffirmed its commitment to supporting exporters through mechanisms such as the Export Promotion Task Force (EPTF), with a focus on brand development, diversification, and expanding access to high-value global markets, including products with Geographical Indication (GI) status.
The initiative marks a significant step in strengthening Cambodia’s position in the global rice market while advancing inclusive and sustainable growth in the commerce sector.