AKP Phnom Penh, October 14, 2026 --

Under an economic diplomacy initiative to expand the market for Cambodian products across the European Union, the Royal Embassy of Cambodia in Bulgaria has initiated and coordinated a series of business meetings to secure the export of Cambodian kitchen staples, spices, and fresh vegetables to France.

The trade initiative will initially supply the SABAY market in Lyon before expanding its distribution network across France and broader European markets.

On Oct. 13, H.E. Dr. Chea Chanboribo, Ambassador Extraordinary and Plenipotentiary of Cambodia to Bulgaria, led a delegation of Cambodian and French-Cambodian business representatives to meet with Bulgarian trade partners and technical experts. The delegation included Mealea Sovann, Managing Director of Cambodia Logistics Network, and Chhor Bun Sam, a French-Cambodian business leader and owner of SABAY market in France.

The mission aims to build a structured supply chain by exploring the feasibility of exporting raw or semi-processed Cambodian agricultural goods and spices to Bulgaria, where they will undergo further processing, packaging, and quality certification in accordance with European Union food safety standards before being shipped to SABAY market in Lyon.

As part of the mission, the delegation held key meetings in Sofia:
First, discussions were held with Dr. Maxim Behar, CEO and Chairman of M3 Communications Group, a prominent public relations and business leader in Bulgaria. The talks focused on trade procedures, partner selection, and processing logistics in Bulgaria, establishing a new framework connecting Cambodian producers, Bulgarian processors, and French distributors.

Second, the delegation met with OBERON, a Bulgarian food production and packaging enterprise, to discuss processing, quality control, packaging, and strict compliance with EU food safety regulations. Both sides expressed strong commitment to conducting further feasibility studies to build a functional supply mechanism.

Third, the delegation met with Ivan, an agricultural engineer and former member of the Bulgarian peacekeeping contingent under UNTAC in Cambodia (1992–1993). Leveraging his regional connection and agricultural background, discussions focused on establishing a supply line for fresh Cambodian and Asian vegetables to Lyon, with an initial proposal for bi-weekly shipments based on seasonal demand, transport capacity, and cold-chain quality preservation.

The tri-nation commercial strategy positions Cambodia as the agricultural source, Bulgaria as the processing and packaging hub for the EU market, and France as the initial retail gateway through SABAY. A second phase foresees expanding distribution to other French cities and European countries with high demand for Southeast Asian food products.

"Economic diplomacy is not merely about establishing intergovernmental relations; it is about building a bridge that connects Cambodian farmers to international markets and brings the taste of home to our diaspora everywhere," Ambassador Dr. Chea Chanboribo said.

The Royal Embassy of Cambodia in Bulgaria affirmed it will continue supporting all stakeholders to convert these foundational discussions into active trade operations.

By K. Rithy Reak