AKP Phnom Penh July 02, 2026 -- A delegation led by Oknha Lay Chhun Hour, President of the Cambodia Rice Federation (CRF), has conducted a market study in Long Beach, California, following Summer Fancy Food Show 2026 in New York, as part of efforts to expand Cambodian rice exports in the United States, according to a CRF statement issued on July 2.

The delegation, accompanied by Cambodian rice exporters, visited the Cambodian rice market in Long Beach to gain a better understanding of distribution channels and opportunities to increase sales within the Cambodian community and the wider U.S. market.

During the visit, the delegation toured the Cambodian Chaktomuk Market, which supplies a broad range of Cambodian and Asian products, including Cambodian rice. The team examined product displays, quality, packaging, retail prices and customer responses to Cambodian rice in comparison with rice from Thailand and Vietnam.

Oknha Lay Chhun Hour said the visit was important in understanding the actual needs of consumers in the U.S., enabling Cambodian rice exporters to improve product quality, packaging, brand development and marketing strategies to better meet the expectations of consumers and importers.

“The U.S. remains a high-potential market for Cambodian rice, particularly premium fragrant rice, which has gained international recognition for its quality,” he said.

The direct market study would help Cambodia's private sector better understand market trends while strengthening relationships with importers, distributors and market owners across the United States, he added.

The visit forms part of the Cambodia Rice Federation's strategy to diversify export markets, enhance the international profile of Cambodian rice and promote future exports to the U.S. market.

During the study tour, the delegation also inspected more than 10 brands of Cambodian rice that are packaged and distributed in the U.S. market.

In the first half of 2026, Cambodia exported more than 7,300 tonnes of rice to the United States, according to a report released by CRF.

By Sum Kosal