PHNOM PENH: This is a moment of profound national pride—one that brings a smile to every Cambodian heart. Starting April 3, 2026, the fragrant soul of Cambodia’s Phka Rumduol rice, under the brand "Golden King," has expanded its presence across more than 345 major retail outlets in both Cambodia and Hong Kong.

This brilliant success was not born of chance; it is the fruitful result of the unwavering commitment and strategic vision of Lucky Supermarket and DFI Retail Group. Having stood firmly in the hearts of the Cambodian people for 33 years, Lucky Supermarket has played a pivotal role in propelling Khmer agricultural products toward a proud and prominent standing on the international stage.

H.E. Cham Nimul, Minister of Commerce, praised the proactive efforts of Amru Rice and DFI Lucky for their collaboration in achieving the #MadeInCambodia mission. She noted that this is a significant boost to the national image, as Cambodian Phka Rumduol rice, the prestigious winner of the "World's Best Rice 2025" award, is now prominently featured at over 245 Wellcome supermarkets across Hong Kong.
The True Values Behind This National Achievement

• Khmer Spirit, Khmer Quality: This international debut is clear testimony that "Khmer craftsmanship stands second to none." Lucky is immensely proud to demonstrate to the world that Cambodian agricultural products possess world-class quality and the strength to compete boldly in global markets.

• The Breath and Hope of Farmers: Every bag of rice displayed on these shelves represents the sweat, blood, and resilience of our farmers. Lucky does more than just export rice; we bring "hope" and "smiles" back to the rice fields of Cambodia by providing sustainable livelihoods and economic stability for our farming communities.

• A Powerful Economic Catalyst: By leveraging the vast distribution network of DFI Retail Group, we have transformed international purchasing power into a robust economic current for Cambodia. This is a win-win strategy that empowers our national economy to move forward with confidence and sustainability.

As a bearer of the "World’s Best Rice" title, "Golden King" is far more than a mere commodity; it is the "honor" and "identity" of the Cambodian people. Lucky Supermarket remains a steadfast pillar of support, committed to standing by and championing local producers to elevate the reputation of the "Golden Land" and bring this award-winning Khmer pride to the global stage to be admired by all.