Unlocking Growth Potential in Agriculture: Expanding Your Brand in CLMV Markets

Posted bySarisa Phanboonchan Posted onNovember 30, 2023 Comments0
Unlocking growth potential

Looking to expand your agricultural brand’s market reach and tap into new opportunities? Consider the CLMV countries (Cambodia, Laos, Myanmar, and Vietnam) as your next strategic destination! CLMV countries are emerging as key players in the global agricultural market. These countries have vast amounts of arable land and a favorable climate, which makes them ideal for agricultural production. The demand for food and agricultural products in the region is on the rise, driven by a growing population and increasing affluence. 

In terms of production, these countries have seen a steady increase in output over the past few years. Cambodia, for example, has experienced a 3.2% increase in rice production, while Laos has seen a 3% increase in overall agricultural output in 2022. Vietnam remains one of the largest exporters of rice in the world, accounting for over 15.7% of global rice exports. Furthermore, these countries have been actively seeking to expand their agricultural exports to other countries. Vietnam, for instance, has signed numerous free trade agreements with other countries to increase its agricultural exports. Cambodia and Myanmar have been focusing on increasing the quality and quantity of their rice exports.

Rice Farming Season (Planting and Harvesting)Cambodian farmers planting rice                                                                                         

Credit: https://rove.me/to/cambodia/rice-harvest-season

Are you considering starting digital marketing but wondering if it’s a good idea?


In fact, by 2023, it is estimated that there will be over 200 million internet users in the CLMV countries. Digital marketing has revolutionized the way businesses reach their target audience. With the advent of the internet and social media, it has become easier than ever to connect with potential customers and grow your business. 

In January 2023, Cambodia witnessed a significant number of internet users, totaling 11.37 million. With an internet penetration rate of 67.5 percent, a substantial portion of Cambodia’s population had access to the online world. The digital landscape in Cambodia continues to expand, offering new opportunities for connectivity and growth.

At the beginning of 2023, Laos embraced the digital age with 4.70 million internet users. The internet penetration rate stood at 62.0 percent, showcasing the increasing connectivity within the country. Additionally, Laos boasted 3.35 million social media users in January 2023, equating to 44.2 percent of the total population, emphasizing the popularity of online platforms among Laotians.

Myanmar experienced a significant surge in internet usage in January 2023, with 23.93 million internet users recorded. Although the internet penetration rate stood at 44.0 percent, the sheer number of internet users highlights the growing importance of digital connectivity in Myanmar. The country’s digital landscape is rapidly evolving, opening doors to a more connected future.

Vietnam, known for its dynamic growth, displayed impressive internet usage figures in January 2023. The country recorded a remarkable 77.93 million internet users, indicating a high level of digital engagement. With an internet penetration rate of 79.1 percent, Vietnam stands as a tech-savvy nation, with a vast majority of its population having access to the internet. Vietnam’s digital landscape continues to thrive, offering abundant opportunities for innovation and development.

Are you interested knowing more about CLMV’s agriculture?


Agriculture plays a crucial role in the economies of these countries, contributing significantly to employment, food security, and export revenues. By exploring CLMV’s agriculture, we can uncover fascinating insights that each country has its own unique crops ranging from rice fields to coffee plantations and tropical fruits, these countries boast rich agricultural landscapes.

In Cambodia, the majority of the country’s agricultural export products are rice and rubber. In addition to rice, other food products include cassava, corn (maize), sugarcane, soybeans, and coconuts. The principal fruit crops, all of which are consumed locally, include bananas, oranges, and mangoes, and are supplemented by a variety of other tropical fruits, including breadfruits, mangosteens, and papayas. 

Cambodia: Tonle Sap

Woman paddling a boat of vegetables on the Tonle Sap at Siĕmréab, Cambodia.

Credit: https://www.britannica.com/place/Cambodia/Transportation-and-telecommunications

In Laos, the country understands the critical role, it plays in feeding not just their own people, but also the world’s largest population. And guess what? Laos takes the top spot for farming output, with impressive yields of rice, wheat, cotton, meat, poultry, eggs, and fishery products. 

Rice cultivation, Laos (Dea V. Giannella via Getty Images)

Farmers cultivating rice in Laos

Credit: https://www.lowyinstitute.org/the-interpreter/home-grown-building-stronger-food-system-laos

In Myanmar, rice takes the crown as the top agricultural product, contributing to almost half of the country’s total agricultural production value. It’s no surprise since 70 percent of the population calls rural areas their home, and their livelihoods heavily rely on agriculture. Myanmar’s agricultural exports include rice, maize, black gram, green gram, pigeon pea, chickpea, sesame, onion, tamarind, raw rubber, vegetables, and fruits. 

A worker collects baskets of rice husks at a rice mill near Kengtung, Shan State, Myanmar.

A worker collects baskets of rice husks at a rice mill near Kengtung, Shan State, Myanmar.

Credit: https://www.bloomberg.com/news/articles/2022-07-05/myanmar-plans-to-double-rice-exports-with-focus-on-quality?leadSource=uverify%20wall#xj4y7vzkg

In Vietnam, the agriculture sector heavily relies on rice production, which is their most important crop. Other major food crops include sugarcane, cassava (manioc), corn (maize), sweet potatoes, and various types of nuts. Plantations of banana, coconut, and citrus trees are also abundant in the country. In the central highlands, coffee, and tea are grown, while the production of rubber, disrupted by the war, has now been restored in the central highlands and southern terrace regions. Throughout Vietnam, fields, groves, and kitchen gardens are home to a diverse range of fruit trees like banana, orange, mango, and jackfruit, as well as vegetables. 

Vietnam's coffee has been shipped to more than 80 countries and territories, making the country the second biggest exporter in the world (Photo: VNA)

Vietnam has become the world’s second-largest coffee exporter

Credit: https://en.nhandan.vn/vietnam-remains-worlds-second-biggest-coffee-exporter-post118014.html 

What makes CLMV particularly attractive for agricultural brands? 


Successful case studies of brands that have expanded into the CLMV countries provide some insight. For instance, Thai agricultural company Betagro Group has successfully established its presence in CLMV by partnering with local farmers and providing them with technical support and training. Similarly, Thai Union, a leading seafood producer, has developed a sustainable seafood program that has been well-received in CLMV countries. 

Betagro operates an 850-million-baht feed mill that began production in Laos

Credit: https://www.bangkokpost.com/business/766504/from-farm-to-table

Are you curious about the social media platforms in CLMV countries? 


Well, in Cambodia, social media has become an integral part of daily life, with people of all ages turning to platforms like Facebook and Instagram to keep in touch with loved ones, share news, and connect with others who share similar interests. Among younger users, TikTok has quickly gained popularity as an outlet for creative expression and socializing. Additionally, the private messaging features and diverse selection of channels and groups on Telegram have made it a go-to platform for many Cambodians. YouTube is also widely used in Cambodia, both as a source of entertainment and as a tool for learning and education. 

In Laos, social media has also gained traction, although the platforms of choice may differ slightly from those in Cambodia. While Facebook remains popular in Laos as well, Twitter has emerged as a prominent platform for staying informed and engaging in discussions. Laotians use Twitter to follow news outlets, government agencies, and public figures, allowing them to access real-time updates and participate in online dialogues.

Meanwhile, over in Myanmar, people are big fans of Facebook, Instagram, and LinkedIn for all their social media needs. According to a report by “We Are Social” and “Hootsuite,” there were approximately 25 million social media users in Myanmar in 2022, which equates to around 46% of the country’s population. As more and more people in Myanmar gain access to the internet and social media platforms, this number is expected to grow significantly in the coming years. 

Vietnam has become one of the countries with the largest number of social media enthusiasts globally. The social media giant Facebook dominates the Vietnamese social media landscape, with its platforms Facebook, YouTube, and Instagram being the preferred choice of three out of five internet users. While Zalo, a homegrown Vietnamese messaging app, is the only domestic brand in the top five and comes in as the second most popular social media platform, right after Facebook. However, TikTok is rapidly gaining popularity and has recently emerged as one of the fastest-growing social networks in Vietnam, vying for a spot among the leading platforms.

Last but not least, are you also interested in knowing more about CLMV’s social media habits? 


In this modern era, social media has become an integral part of daily life, transforming the way people connect, share, and engage across Cambodia, Laos, Myanmar, and Vietnam. From Facebook to Instagram, Twitter to Zalo, each country embraces its own unique platforms, shaping the digital landscape in distinct ways. 

In Cambodia, Cambodians show a strong inclination to share local content that resonates with their cultural identity and interests. They enjoy sharing news, stories, and events related to Cambodia, such as cultural traditions, festivals, or local success stories. Sharing such content allows Cambodian users to celebrate and promote their country’s heritage and achievements. Importantly, Cambodians show a strong inclination towards supporting charitable causes through social media. They actively engage with posts related to fundraising campaigns, charity events, and social initiatives. Cambodian users often share and promote these posts, aiming to raise awareness and mobilize support for various causes that benefit their communities. On the other hand, Cambodian users generally prefer to avoid online conflicts and negativity. They may be less likely to engage in heated debates or discussions that involve confrontational or offensive language. They strive to maintain a positive and respectful online environment.

In Laos, when it comes to their online behavior, Laotians take pride in their rich cultural heritage. They often use social media as a platform to share content that highlights their traditions, festivals, and local customs. This includes sharing photos, videos, and stories about cultural events, traditional attire, and local delicacies. Additionally, Laotians are generally cautious about their privacy and online security. They may be more reserved in sharing personal information and avoid engaging in controversial discussions or debates that could potentially attract unwanted attention or scrutiny.

Myanmar people are known for their love of festivals, with at least one happening every month! These occasions are filled with music, dancing, and plenty of celebrations. The people of Myanmar are also deeply religious and have many cultural superstitions. They are extremely generous and enjoy donating and treating others to good things. While they may be hesitant to participate in new social campaigns or events, they are always eager to learn something new. However, it’s worth noting that discussing opinions and knowledge can sometimes lead to controversy, so it’s best to approach such topics with caution.

In Vietnam, Vietnamese internet users exhibit a strong preference for sharing content on diverse social media platforms. Whether it’s a captivating article, an entertaining video, or an uplifting narrative, individuals in Vietnam display a keen willingness to distribute such content among their online networks. Also, Vietnamese users particularly enjoy interacting with award-related posts, such as competitions, giveaways, or contests. They eagerly participate in these activities by leaving comments, tagging friends, and sharing posts to increase their chances of winning. The opportunity to receive recognition, rewards, or prizes motivates Vietnamese social media users to actively engage with such posts.

Let Happio help you expand your brand

At Happio, we understand that in today’s digital age, a strong online presence is essential for any business to succeed. That’s why we specialize in providing tailored digital marketing solutions that cater to the unique needs and challenges of the CLMV market. Our team of experts possesses the skills and knowledge required to help your business thrive in this rapidly evolving landscape. We take pride in our successful track record of executing impactful digital marketing campaigns and activation tactics that have helped numerous businesses reach their objectives and realize their full potential. Our services range from increasing brand awareness, driving online engagement, and connecting with your target audience to creating personalized and interactive experiences that leave a lasting impression.

At Happio, we believe that every business has its own unique story and identity, and our approach to digital marketing reflects that. Our team of skilled marketers takes the time to understand your business, your industry, and your target market to create a bespoke marketing strategy that is tailored to your needs. In addition to our activation marketing, online marketing, and influencer marketing services, we also provide comprehensive analytics and reporting to help you measure the impact of your marketing campaigns and make data-driven decisions to improve your ROI.

Partner with Happio today and let us help you take your business to new heights in the CLMV market. Contact us now to learn more about our digital marketing services and how we can help you succeed.



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