PHNOM PENH, April 4, 2026 – The Ministry of Commerce has announced a landmark achievement for Cambodia’s agricultural sector as the premium aromatic rice brand “Golden King” officially enters the international retail market. Starting April 3, 2026, the product will be available across 345 retail locations operated by the DFI Retail Group, spanning both Hong Kong and Cambodia.

This strategic expansion is the result of a high-level partnership between Amru Rice (Cambodia) Co., Ltd. and DFI Retail Group, one of Asia’s leading retail conglomerates. The rollout includes 245 Wellcome supermarkets in Hong Kong and approximately 100 Lucky Supermarket locations across Cambodia.

H.E. Cham Nimul, Minister of Commerce, lauded the initiative, stating that it reflects the Royal Government’s successful policy in enhancing value chains through effective public-private partnerships. The Minister emphasized that this move directly supports the #MadeInCambodia campaign, designed to bolster global consumer confidence in the quality and heritage of Cambodian products.

“Golden King” features Cambodia’s signature Phka Rumduol variety, which has secured the "World's Best Rice" award seven times, most recently in 2025. Beyond quality, the product represents a commitment to sustainability; Amru Rice sources directly from agricultural communities practicing eco-friendly cultivation techniques.

The packaging features the "Malys Angkor" certification mark, blending traditional national identity with a luxury aesthetic to ensure Cambodia remains a competitive, top-tier choice in the global food supply chain.