Cambodia–Japan Business Matching Event for Digital Trade Development
Executive Summary
The ASEAN-Japan Centre, in collaboration with the Ministry of Commerce of Cambodia and the Japan-Cambodia Association, organized a two-day business engagement programme in Tokyo on 25-26 June 2026. The programme combined a study tour of specialty retail outlets on 25 June with the Cambodia-Japan Business Matching Event for Digital Trade Development at ASEAN Hall on 26 June.
Centered on CambodiaTrade.com, Cambodia’s national e-marketplace, the programme brought together 58 participants, including Japanese companies, Cambodian companies, and government and development stakeholders. Japanese buyers engaged directly with Cambodian exporters across food, agriculture, textiles, and handicrafts, while live transactions conducted through CambodiaTrade.com demonstrated the platform’s potential as a practical tool for cross-border trade.
Connecting Cambodian Products with the Japanese Market
A study tour of specialty retail outlets in Tokyo on 25 June provided the Cambodian delegation, led by H.E. Secretary of State Chea Ratha, with firsthand insights into Japanese consumer preferences and retail practices. Participants observed how packaging, product presentation, and regional storytelling are used to communicate value and build consumer trust. The delegation also examined innovative retail models, including antenna shops that promote regional specialties and omnichannel strategies that integrate physical retail, e-commerce, and digital customer engagement.
“Each store is not just a retail outlet; it carries a meaning, and every package carries a story behind it.”
— H.E. Chea Ratha, Secretary of State, Ministry of Commerce of Cambodia
The forum and business matching session on 26 June featured presentations from three experts.
Mr. Tetsushi Ako, Chief Executive Officer of Japan Farm Products, drew on 14 years of experience supplying Cambodian dried fruit to major Japanese retailers such as Natural Lawson and Aeon. He emphasized that market success depends not only on product quality but also on building trust with regulators, consumers, and buyers through consistent standards, reliable delivery, and effective problem-solving. He also introduced a collaborative business model in which Cambodian factories process surplus Japanese produce into additive-free products for sale in both markets.
Mrs. Mao Kannha of Cambodia’s Ministry of Commerce demonstrated the capabilities of CambodiaTrade.com, including supplier registration, product search, online purchasing, payment functions, and electronic quotation services for bulk orders. She also showcased Cambodian geographical indication (GI)-certified products, including Kampot pepper, Mondulkiri honey, and Pong Spu palm sugar.
Visit: CambodiaTrade.com
Mr. Isao Ohashi of World Consulting Group and the Tokyo Metropolitan Government outlined market entry pathways through Japanese e-commerce platforms such as Amazon FBA, Etsy, and Qoo10 Japan, highlighting the importance of compliance with Japanese-language labeling requirements, particularly for food and cosmetic products.
Post-event feedback reflected strong interest from Japanese participants, most of whom rated the programme as either “Very Useful” or “Useful.” Products attracting the greatest interest included Kampot pepper, coffee, palm sugar, dried fruits, agricultural products, agro-processed foods, gifts, and handicrafts. Quality assurance, logistics costs, delivery timelines, and labeling compliance emerged as the principal considerations for prospective buyers.
Looking Ahead
The programme demonstrated both the potential of Cambodian products in Japan and the importance of understanding local market expectations. Through direct engagement with retailers, e-commerce specialists, and buyers, Cambodian participants gained practical insights into consumer behavior, branding, retail innovation, and market entry requirements.
The programme also highlighted opportunities for future cooperation, particularly in strengthening the localization of digital trade platforms and enhancing SME capabilities in packaging, branding, and product storytelling. Building on the relationships and knowledge established through this initiative, Cambodian enterprises will be better positioned to deepen engagement with Japanese buyers and expand their presence in the Japanese market.
For more information or to join future events:
Country Strategic Support Team
info_cs@asean.or.jp
