Geoffroy Roux de Bézieux and Soreasmey Ke Bin agreed to talk to Cambodge Mag about their enthusiasm for organising the Rencontre des Entrepreneurs Francophones (REF) in 2026, which will also be the year of the Francophonie Summit, probably in Siem Reap, with the aim of “pooling events so that the REF ultimately becomes the economic forum of the Summit”.
Under what circumstances did you meet and express a desire to work together, and for what reasons?
Soreasmey: Geoffroy may not remember, but our first meeting took place in Quebec in June last year for the 3rd edition of the Rencontre des Entrepreneurs Francophones (REF 2023). I was invited to speak on a panel about business opportunities in the francophone countries. Geoffroy Roux de Bézieux was still President of the MEDEF and also President of the Alliance des Patronats Francophones (APF). So I was quite impressed to meet him. The APF had managed to bring together more than 800 companies from the French-speaking world at that time. I couldn't express it at the time, but very quickly the idea, or rather the ambition, came to me to organise such an event in Cambodia.
The APF, through its director Alexandre Planelles, followed me in this process, and we very quickly obtained the support of the Cambodian Ministry of Foreign Affairs and International Cooperation. The Cambodian authorities had just approved Cambodia's bid to host the Francophonie Summit in 2026. It made sense to coincide the two events in order to put Cambodia even more in the spotlight.
Geoffroy and I met again in Paris at the France-Cambodia Business Forum held at the MEDEF. The CCI France Cambodge, which I chaired at the time, joined the APF as the employers' association representing Cambodia. We then handed over to the Cambodian Chamber of Commerce, which made its membership official at this forum. The Gala dinner organised by the Fondation France Asie a few weeks ago in Paris was another opportunity for us to meet again, as Geoffroy was invited to join me at the Puy du Fou Asia table.
Finally, the last meeting took place in Marrakech during the 4th REF in May. This was an opportunity for us to formalise Cambodia's bid to host the 2026 REF. The Cambodian delegation was led by the Deputy Prime Minister and Minister of Foreign Affairs, Sok Chenda Sophea. It was during a breakfast under the olive trees that Geoffroy promised to come to Cambodia very soon. A few weeks later, the promise was kept.
Geoffroy: I kept my promise, and the Cambodian authorities did the same. I was and remain very impressed by the quality of the welcome I received and the discussions I had with my various political contacts.
“They all reiterated their attachment to the French-speaking world and their desire to see more companies and investors enter the Cambodian market. It may seem anecdotal, but for those who aren't French-speaking, they all made the effort to welcome us in French - that's a very promising sign.”
I would like to take this opportunity to thank H.E. Mr Hun Manet, Prime Minister of the Kingdom of Cambodia, for his warm welcome and his support for the private sector in moving forward and strengthening economic flows via the francophone community.
I would also like to thank H.E. Sok Chenda Sophea, Deputy Prime Minister of Cambodia and Minister of Foreign Affairs and International Cooperation, H.E. Mr Chanthol Sun, Deputy Prime Minister of Cambodia and First Vice-President of the Council for the Development of Cambodia, and H.E. Ms Cham Nimul, Minister of Commerce, for their availability and their willingness to support the development of the French-speaking economy. The French Embassy in Cambodia, with HE Mr Jacques Pellet, contributed to the success of this mission. And you, of course, dear Soreasmey!
Tell us about the Rencontre des Entrepreneurs Francophones
Geoffroy: The Rencontre des Entrepreneurs Francophones is the major annual event of the Alliance des Patronats Francophones. It is held each year in a different country thanks to the contribution of the employers' organisations that make up the Alliance. At each event, business delegations from some forty French-speaking countries and from all sectors of activity come together to meet new partners.
For the Alliance, which now has 35 member employers' organisations from French-speaking countries on five continents, the aim is to encourage meetings between business leaders of different nationalities in order to boost trade and economic flows in the French-speaking world. It is also an opportunity to discover new geographical areas with investment potential and to discuss the many developments affecting the French-speaking private sector with decision-makers, professional associations and groups, civil society and financial backers.
After Paris in 2021, Abidjan in 2022, Quebec in 2023, Marrakech in 2024 and soon Brazzaville in 2025, Cambodia has been chosen to host this major event in two years' time.
“This will be the first event to be held in Asia, and a unique opportunity for Cambodia to showcase its dynamic economy and investment opportunities. I'm all the more convinced of this now that I've been there to see it with my own eyes!”
Finally, should Cambodia be awarded the organisation of the 20th Francophonie Summit in 2026 - which is very likely - we could pool events so that the REF ultimately becomes the Summit's economic forum. Given that we are co-organising FrancoTech, the economic forum for the 19th Francophonie Summit in France, with Business France on 3 and 4 October, we have the advantage of significant experience in organising this type of event.
What are the organisational constraints, your respective responsibilities in organising this summit, and can Cambodia host an event of this importance?
Geoffroy: Organising an international event of this scale requires meticulous preparation and close coordination with the local authorities, partners, service providers and representatives of the various participating countries. Particular attention must be paid to the following aspects:
Logistics: Air access is limited for direct flights from certain French-speaking countries. However, Cambodia already has sufficient hotel infrastructure to accommodate a large number of visitors
Administrative: To ensure a large number of international participants, it is essential to facilitate visa formalities
Cultural and linguistic: As the use of French is central to the organisation of the REF Francophone, it is preferable to have French-speaking referees or to provide a translation service to ensure smooth communication between participants from different French-speaking countries and the Cambodian hosts
Financial: The search for sponsors is essential to cover budgeted expenses.
Environmental: Event planning must take into account climatic conditions (rainy seasons, high temperatures) to avoid disruption
Political: Coordination with embassies and consulates is necessary to facilitate participation and resolve any diplomatic difficulties
Mobilisation: In addition to the presence of the Cambodian authorities and private sector, the Alliance des Patronats Francophones will ensure the mobilisation of international participants
Communication: Coordination between the Cambodian authorities and private sector and the Alliance des Patronats Francophones will be key to the success of the project
Following the mission that the Alliance des Patronats Francophones has just carried out for the France-Cambodia Business Forum, we can already confirm that the country has all the necessary assets to organise this major economic event. And from what I've been able to experience on my visits here, in terms of the quality of the welcome extended to international visitors, the hotel infrastructure, the quality of domestic transport, the know-how... and the cuisine! I'm certain that the French-speaking community will leave, not only with interesting prospects, but also with pleasant memories and a natural feeling of affection for this country.
Soreasmey: I'll be wearing two hats. The Royal Government of Cambodia has just appointed me to the preparatory committee for the Summit, and the APF has appointed me as its representative for the Asia-Pacific region.
Francophonie represents 88 states and provinces, including 54 full members, 7 associate members and 27 observer members, all of which are potential outlets for our products and sources of investment for our economy.
“The Summit itself is a real challenge, with dozens of heads of state and government expected to attend, as well as several thousand delegates. Above all, it's a first for Cambodia, which is continuing to open up to the rest of the world, both economically and culturally.”
The Kingdom has already hosted a number of high-profile events, including the ASEAN meetings, ASEM in 2021 and the East Asia Summit in 2022, as well as the South East Asian Games last year. We have no shortage of great hotels and fine restaurants, as Geoffroy says (laughs), to welcome all these people, whether in Phnom Penh or Siem Reap.
What institutional and commercial support can you count on?
Geoffroy: We're obviously going to be relying on the APF network, which will be heavily mobilised for this event. The 35 members of the APF represent nearly a million French-speaking companies and are committed to relaying information and raising awareness among their members so that they can take part in this major event. Our members have always responded, so much so that we take advantage of the REF to hold our General Meeting.
I would add that more and more companies are joining our association directly, and taking advantage of our annual event to develop their Francophone network and contribute their vision and expertise at the round tables. What's more, the economic operators who will be making the trip are mainly those who are interested in developing their activities internationally, particularly in South East Asia, or who are looking for new partners likely to invest in French-speaking countries.
This will be the 6th edition in Cambodia, with Congo-Brazzaville, in cooperation with Unicongo, taking place in June 2025. The 4th edition in Marrakech, in partnership with our friends from the CGEM, was a resounding success, with over 1,000 entrepreneurs of 40 different nationalities and more than 500 BtoB meetings - even though GITEX was taking place at the same time! 2023 was in Quebec, 2022 in Abidjan and the first was in Paris in 2021 when I was still head of the MEDEF. It's now a well-known, recognised and appreciated event.
Soreasmey: We are going to mobilise the entire local ecosystem, in particular the Cambodian Chamber of Commerce and the industry federations, to ensure that the Cambodian private sector is well represented and involved in the organisation of the event. We also benefit from the support of the CCI France Cambodge and the other French-speaking international chambers present in Cambodia, which will play a key role in mobilising businesses and investors.
Lastly, we will be working closely with the local authorities to ensure that all the necessary measures are taken to facilitate the reception of participants and guarantee the smooth running of the event. This includes setting up administrative facilities, coordinating logistical aspects and promoting the event among the various economic and political players.
What is your view of the economic Francophonie, in the world and in Cambodia?
Soreasmey: The economic Francophonie is booming. The APF plays a key role in bringing together entrepreneurs from different French-speaking countries to boost economic exchanges.
Cambodia's history is closely bound up with France and this is reflected in a particular attachment to the French-speaking world, even if the country is opening up to other horizons. One of the challenges of organising this summit is to ensure that this attachment is also reflected in economic circles.
“The political and academic elites speak French, but the business community is still predominantly English-speaking. Organising a major French-speaking event in the country will change all that.”
The French-speaking world is not just about language, it's also about culture, values and economic solidarity. By strengthening the presence of the French-speaking world in Cambodia, we are helping to diversify our economic partnerships and open up new prospects for Cambodian entrepreneurs.
Geoffroy: We have links with many players in the institutional, diplomatic and cultural Francophonie who are essential to the development and influence of this ecosystem, and I would like to pay tribute to the work of the OIF, with whom we have several projects in common. We believe that it is also necessary to develop the Francophonie through business and through French as a language of economic opportunity.
Entrepreneurs are the best ambassadors to embody this dynamic, including in Cambodia. Let's use this card to strengthen economic opportunities. Cambodia has enormous potential and serves as a gateway to the ASEAN markets. It is crucial to make French-speaking entrepreneurs aware of this potential and encourage them to invest in the country. The French-speaking economy must be a vehicle for growth for all member countries. We need to work together to create synergies and business opportunities. The REF Francophone in Cambodia will be an important step in this direction.
Can you tell us about this France-Cambodia Business Forum? Why was it important for you to attend?
Geoffroy: It was very important for me to attend this forum! It was a practical opportunity where all the planets were aligned, both to follow up on the visit of the Cambodian authorities and their delegations to Paris last January, and to meet our two members in the country, the Cambodia Chamber of Commerce and the CCI France Cambodge.
The forum also provided an opportunity to announce the appointment of Kith Meng, President of the Cambodian Chamber of Commerce, as Vice-President Asia on the APF Executive Committee. This is a strong signal of Cambodia's commitment to the economic Francophonie.
Finally, the forum was an opportunity to prepare the ground for the 2026 REF and to mobilise local and international economic players around this project. I would like to thank all the participants, as well as the organisers, for their welcome and their commitment. I am convinced that this type of initiative will help to strengthen the economic ties between our two countries and create new opportunities for French-speaking entrepreneurs.
Soreasmey: As you know, I was very involved in organising the first forum two years ago, and then the one in France at the beginning of the year. I'd like to start by congratulating the organisers, because you don't necessarily realise from the outside how much work is involved. The first forum benefited from the fact that Cambodia was one of the first countries in the region to open its doors, so we were able to attract a large number of companies from the region to our event - on the other hand, it was difficult to mobilise local support, particularly from Cambodian companies.
“This year, I think it was a bit the opposite, mainly because of the timing. There were fewer ‘international’ companies than we'd hoped for - but a significant number nonetheless - but the Cambodian response, from both ministries and companies, was impressive and made an impression on all the visitors. Many Cambodian ministers gave of their time and energy, and that's something to remember.”
It's always more difficult to organise a second edition of any event, but the main thing was to make the forum a lasting one. Let's hope that the 3rd edition, which will also take place in 2026, will succeed in its dual challenge of mobilising local and international support.
We'd like to ask the former President of MEDEF and the former President of the CCI France Cambodge, what do you think are the main obstacles to more French investment in Cambodia, and how can they be overcome?
Geoffroy: The main obstacle is our lack of awareness in France of the potential that Cambodia has to offer! What's more, not enough is known about the excellent level of French spoken by Cambodians, which makes it a very important asset that needs to be exploited. That's why the Alliance was determined to highlight our excellent relations with Phnom Penh, so that the French-speaking community, including the French, could explore the investment opportunities in this beautiful country.
Soreasmey: Lack of awareness plays a big part, and the other drawback of the Cambodian market is its size - seen from abroad, a company will always tend to favour large markets. It's up to us to prove that Cambodia is a good test market, and a good gateway to neighbouring markets. Vinci, for example, started its airport business here and will now take over operations at the future new Phnom Penh international airport. We need to get the word out and keep communicating. The challenge is to get more companies to explore the market, because once they come they are generally won over.
We have an image deficit, which is why the arrival of a well-known and influential figure like Geoffroy Roux de Bezieux is very important and can act as a catalyst for other major groups and French companies.
What are the sectors in which France could be a little more present, at the level of large groups, but also of SMEs, perhaps?
Geoffroy: What I took away from my visit is that it can be difficult to prioritise sectors, because there are so many opportunities in almost every field. However, we need to build on our existing locations and consolidate the sectors in which we already have strong positions.
“French companies are already very active, and have been for some time, in the water sector; the trend today is energy, and tomorrow it will certainly be the environment, but there are also huge needs in agriculture and related sectors.”
Tourism, construction and distribution also remain sectors in which the French have a strong presence. Finally, we can hope that the industries that have invested heavily in China in the past will also be interested in Cambodia, as an alternative and complementary production base.
I have no doubt that 2026 will be a major event, but I also have no doubt that many French and French-speaking companies will not wait two years to take an interest in Cambodia and its ecosystem. In any case, you can count on me to spread the word.
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