Phnom penh: The campaign, unveiled at the Chip Mong 271 Mega Mall in the capital, aims to shift consumer behaviour toward "Khmer-made" products, ranging from agricultural staples to artisanal crafts and manufactured goods. According to Agence Kampuchea Presse, Minister of Commerce H.E. Mrs. Cham Nimul, who presided over the launch, noted the timing of the event - coinciding with Valentine's Day - was a deliberate effort to frame the support of local industry as a "patriotic expression of love" for the nation's farmers and entrepreneurs. The ministry outlined three primary pillars for the year-long programme: Promoting the quality and diversity of domestic products to improve brand perception among Cambodian citizens; Acting as a broker to connect local micro, small, and medium-sized enterprises (MSMEs) with major supermarkets, malls, and convenience stores; Coordinating with over 300 retail outlets across the country to secure prominent, high-traffic shelf space and dedicated displays for national products. The event was attended by senior Royal Government officials and executives from Chip Mong Retail, one of the country's largest commercial conglomerates, highlighting the private sector's role in the Royal Government's economic diversification strategy.