GIZ ICONE, in collaboration with Mangrove Studio, successfully hosted the “Branding to Market: SME Showcase, Insights & Retail/E-Commerce Opportunities” workshop on January 30, 2026, at Rose Apple Square in Siem Reap. The event gathered small and medium enterprises (SMEs), retail stakeholders, and e-commerce leaders to explore how strategic branding serves as a catalyst for market entry and sustainable business growth.

Under the theme “Where SME Stories Become Market Opportunities”, the workshop served as a premier platform for local businesses to showcase their revamped brand identities while gaining critical insights into Cambodia’s rapidly evolving retail and digital landscapes.

A Showcase of 12 Transformative Brand Journeys

The heart of the event featured 12 selected SMEs from the GIZ ICONE-Mangrove Studio Branding Support Programme. These businesses, hailing from Battambang, Banteay Meanchey, and Siem Reap, represent a diverse array of sectors including food and beverage, agriculture, and sustainable handicrafts:

• Beng Phy Ice Cube (Battambang): Ice cube retail.
• Misota (Battambang): Dry fruit and snack retail.
• សិប្បកម្មប្រេង ខេអេច - KH Oil Handicraft (Battambang): Pantry & kitchen retail.
• ធូបបូ-Thupbo (Battambang): Food processing company.
• សិប្បកម្មស្រីមុំ (Battambang): Ready-to-Eat retail.
• ទឹករ៉ែធម្មជាតិ Water Plus (Battambang): Water retail.
• Sora Khmer - សុរាខ្មែរ (Battambang): Alcohol retail & wholesale.
• សិរិហ្វាម - SERE FARM (Banteay Meanchey): Ready-to-Eat retail.
• Survival Swim Club (Siem Reap): Recreational & educational services.
• Champa Champa (Siem Reap): Eco-Friendly handcraft products.
• មរតក សេរ៉ាមុិចខ្មែរ (Siem Reap): Eco-Friendly handicraft products.
• ក្រុមហ៊ុនវ៉ាហាយ -Vahay (Siem Reap): Agricultural products wholesale & retail.

Through dynamic presentations, these entrepreneurs shared how their new branding strategies and creative assets have built customer trust and prepared them for successful entry into competitive marketplaces.

Bridging the Gap: From Local Identity to Modern Retail

Beyond the brand showcases, the event featured a high-level panel discussion titled “Scaling Local Brands Through Digital Tools". This session brought together industry experts from Camb-Aha, My Lehka, and Mangrove Studio to discuss how digital integration can accelerate growth for Cambodian enterprises. To complement this, an expert session on sales tactics and the power of storytelling—led by industry veteran Mekhala from Radiant Communications—provided SMEs with practical, actionable strategies to build consumer trust across both modern retail and digital marketplaces.

Commitment to Sustainable Growth

The “Branding to Market” workshop reflects GIZ ICONE’s ongoing commitment to enhancing the competitiveness of Cambodian SMEs. By strengthening branding capacity and fostering linkages with local stakeholders and development organisations, the programme aims to build an inclusive business ecosystem that empowers provincial entrepreneurs to reach national and international markets.

The Improving Competitiveness of National Enterprises (ICONE) program is implemented by GIZ to support the Cambodian government in strengthening the productivity and innovation of local enterprises.