By: Rin Ousa

PHNOM PENH – The “Golden King” Cambodian premium jasmine rice has been introduced into leading retail networks in Hong Kong and Cambodia, with more than 345 retail outlets reached as of April 3.

This rice, which is of the Phka Rumduol variety, is now available at over 245 Wellcome supermarkets in Hong Kong and around 100 Lucky Supermarkets across Cambodia.

​The momentum was achieved through a strategic partnership between Amru Rice (Cambodia) Co., Ltd. and the leading Asian retailer DFI Retail Group, according to the Ministry of Commerce’s press release on April 3.

Commerce Minister Cham Nimul applauded the company’s continued efforts to expand exports of premium Cambodian fragrant rice to international markets.

“In collaboration with DFI Retail Group, the rice has been carefully packaged and features the Malys Angkor certification mark, with designs that reflect Cambodia’s national identity and the premium quality of its products,” she said.

The extensive retail network will provide Cambodian exporters with direct and scalable access to established consumer markets in both countries, the press release read.

DFI Retail Group operates a variety of businesses, including supermarkets, convenience stores, health and beauty outlets, and home furnishing businesses across the region.

The fragrant rice supplied by Amru Rice (Cambodia) Co., Ltd. comes from agricultural communities that use sustainable farming methods to minimize environmental impact, which, as noted, meets the growing global demand for sustainable food systems and aligns with the sustainability goals of DFI Retail Group.

For the seventh time, the Phka Romdoul variety has earned the title of World’s Best Rice, gaining a reputation for global premium quality and excellence.

The rollout of Golden King rice through the local supermarket network is in line with the Ministry of Commerce’s #MadeInCambodia campaign.​​​​

The Ministry of Commerce has urged exporters to prioritize brand development to increase value within global retail supply chains and also reaffirmed its close collaboration with all stakeholders, including through the Export Promotion Task Force and other mechanisms, to diversify exports.

Moreover, the ministry has pledged to promote high-potential products, particularly Geographical Indication (GI) goods, and expand access to international markets while advancing the nation’s commerce sector toward inclusive and sustainable growth.

Published Date: April 6, 2026