Logo of Phnom Penh Post newspaper Phnom Penh Post - Kingdom needs better brand

Kingdom needs better brand

Men demonstrate traditional rice-farming methods in Phnom Penh
Men demonstrate traditional rice-farming methods in Phnom Penh on Tuesday as precursor for the sixth annual World Rice Conference. Heng Chivoan

Kingdom needs better brand

Giving Cambodia a makeover was the focus at the sixth World Rice Conference, which was held yesterday at Phnom Penh’s Sofitel hotel.

Minister of Commerce Sun Chanthol opened the day’s events calling for better branding of the Kingdom’s products and investment environment.

“We need to do two kinds of branding. One is to do branding on products, and another one is to do branding on our country’s image,” Chanthol explained.

“Don’t let others in the world only know that Cambodia has been victim to a genocide regime. Some people even ask if they should be afraid of stepping on landmines when they visit Cambodia. That is simply not the reality, so we need to promote and improve our country’s image.”

Chanthol cited a 30-minute Bloomberg television network program currently being made by production firm i-Profile Cambodia. He said that the program is aimed at changing the Kingdom’s image to a promising economy ripe for investment.

“I hope this project will be finished next year and will be hosted for two months on Bloomberg to show the new face of our country. It is not like what they have seen back in the 1970s.”

According to figures from the Ministry of Commerce, Cambodia's agriculture sector has attracted just 10 per cent of the country's approved investment since 1994.

Sok Puthyvuth, president of the Cambodian Rice Federation (CRF) rallied the commerce minister’s call for improving the Kingdom’s image in the global community and improving on the sectors investment figures.

“I know most of us have different questions and opinions of Cambodian rice, but again, it is all about branding,” he said. “Cambodia produces many types of rice. But the key is to produce one simple, singular brand for our rice so it is easily recognisable on the world stage.”

The World Rice Conference, which ends today, will include the announcement of the winners of the World’s Best Rice awards, of which Cambodia is the reigning champion.

MOST VIEWED

  • Kingdom’s domestic milk still cannot compete with imports

    Price competition and a lack of confidence by consumers are the main reasons the dairy market cannot compete with imports, said domestic milk producers. The large displays of imported fresh milk at the Kingdom’s supermarkets present a cumbersome obstacle for local producers, they said.

  • ‘Pesticide-laden cucumbers’ kill two, poison 150 in Banteay Meanchey

    At least two youths have died and 243 others are being treated for vomiting, diarrhoea, breathing difficulties, dizziness and muscle weakness after they ate cucumbers suspected to consist of pesticides. The incident happened on Saturday, said Banteay Meanchey provincial police chief Ath Khem. He told The

  • Three dead, 13 injured in collapse at Siem Reap pagoda

    At least three people were killed and more than 10 others injured on Monday after a dining hall under construction collapsed at Prasat Kokchak pagoda in Kokchak commune, Siem Reap province. Provincial police chief Tith Narong said Military Police, soldiers and local volunteers had successfully recovered 16

  • Forest Harmony’s $18M luxury villas break ground in Kampot

    Local and French joint-venture Forest Harmony has broken ground on its $18 million “second-home” Luxury Holiday Villas project in Kampot province. Century 21 Mekong CEO and local shareholder of the project Chrek Soknim told The Post that the project will comprise 90 villa units covering 18ha on a 97

  • China Unicom enters Cambodia

    China Unicom, the country’s largest telecoms operator, has expanded into Cambodia to build optical telecommunication pathways in the Kingdom as part of the Belt and Road Initiative (BRI). The Hong Kong-listed company officially opened its China Unicom (Cambodia) subsidiary on Monday to become the

  • PP-SHV Expressway on track for completion in early 2023

    The construction of the $1.9 billion Phnom Penh-Sihanoukville Expressway, which broke ground at the end of March, is on track to be completed by early 2023, Ministry of Public Works and Transport spokesman Vasim Sorya said on Monday. The 190km high-speed highway linking the capital to the