Cambodia Investment Review
TikTok, the short-form video app with a mission to inspire creativity and bring joy, is sharing insights for brands to engage with consumers in Cambodia. TikTok’s findings are based on research conducted prior to the 2025 Khmer New Year.
According to a study commissioned by TikTok on the platform’s performance during Khmer New Year, which surveyed 508 Cambodian TikTok users and non-users before Khmer New Year 2025, TikTok remains the primary source of entertainment for Cambodians. The results for 2025 Khmer New Year are expected to match the previous survey.
57% Make A Purchase After Watching Videos Of Products
According to the research, 73% of TikTok users search on TikTok for fun, inspiring, and joyful activities to do during the Khmer New Year period with over half TikTok users engaging with brands at this time. In addition, looking back at 2024, Choul Chnam Thmey (Khmer New Year) presented a huge major opportunity for brands, with 73% of TikTok users discovering more about products and 57% making a purchase after watching videos of products during the season.
With these figures in mind, Aleph Group – a Marketing Partner for TikTok for Business which is presenting this study to Cambodian brands and agencies – says the festive occasions are the ideal time for Cambodian companies to remain top of mind and be discovered on TikTok. According to the study, 68% of TikTok users continue using TikTok at the same intensity, and even more, during Chol Chnam Thmey (Khmer New Year).
Sea Yen Ong, Country General Manager, Vietnam & Cambodia, TikTok for Business said that “TikTok is not just a platform for joy and creativity—it’s a powerful space for brands to connect with engaged consumers. During holiday season, TikTok is where trends take off, products shine, and consumers make key shopping and travel decisions.”
Product Launches Doubles During The Holiday Period
The study states that the number of new product launches doubles during the holiday periods, with nearly one and a half times more holiday-specific products being introduced. By product category, Food & Beverage purchases top the list of items bought during Khmer New Year, followed by Fashion and Beauty products in second and third place, respectively.
The study also reveals the top local-watched-content including Food & Beverages, Consumer Packaged Goods (CPG), Fashion, and Travel. Top reasons Cambodians travel during Khmer New Year, highlighting the importance of family connections and cultural exploration. According to the findings, 69% of travelers embark on trips to spend quality time with family, while 57% seek to have fun and unwind. Additionally, 52% discover new places, not only in Cambodia but also beyond. Meanwhile, 49% travel to explore different parts of Cambodia, and 43% immerse themselves in local activities. These insights underscore the strong cultural and experiential motivations behind travel during Cambodia’s most celebrated holiday.
Businesses Can Leverage Increased Engagement
With Khmer New Year being one of Cambodia’s most celebrated events, the TikTok study suggests businesses can leverage increased engagement from TikTok users to boost their brand presence on the platform.
TikTok offers a full-funnel solution for brands, starting with awareness tools like Branded Effects, which allow brands to create custom filters and effects, and TopView is TikTok’s premium ad placement that appears when users launch the app. TikTok also has Reach & Frequency, a tool to predict audience reach with controlled frequency, and Top Feed, a premium in-feed ad placement. For engagement, TikTok offers objectives like video views to boost interaction and community interaction to grow followers or profile visits. Finally, for lower-funnel conversion, TikTok provides app promotion to drive installs or actions, along with messaging ads that encourage customer inquiries.
