Cambodia Leadership Review
Since taking the helm of Pernod Ricard Cambodge in December 2020, Daren Ong has played a central role in guiding Cambodia’s premium spirits sector through a critical period of transformation.
With over 18 years of experience across Asia, his leadership is defined by a strong commitment to brand integrity, responsible drinking, and sustainable development. In this interview Ong shares how his people-first approach, strategic partnerships, and focus on local empowerment are not only building Pernod Ricard’s legacy in Cambodia, but also helping to shape the future of the Kingdom’s fast-evolving hospitality and beverage landscape.
Leading the Spirits Sector Forward
CLR: As a leader in Cambodia’s growing premium beverage sector, how do you see your role in guiding both the team at Pernod Ricard Cambodia and the broader evolution of the local spirits industry? What leadership principles are most important to you in driving industry transformation and consumer education?
At Pernod Ricard Cambodia, we view ourselves not just as a premium spirits company, but as a people-centric organization. That’s why our leadership approach is deeply rooted in our global framework ‘The Way We Perform’ which emphasizes values that guide both individual growth and collective success.
To me, leadership is about living these values every day. Whether it’s through collaboration, delivering results efficiently, or fostering diverse and inclusive teams, I see my role as one that empowers others to thrive. Our commitment to consumer and customer centricity ensures that every decision we make is relevant, responsive, and future-focused. We’ve built a culture where continuous feedback, both from managers and peers, plays a critical role in identifying growth areas.
This structured feedback culture directly informs our internal development programs — allowing us to nurture talent, foster a growth mindset, and create high-performing teams. From an industry perspective, I believe that by focusing on people — our team, our partners, and our consumers — we can truly drive transformation.
Whether it’s educating the market on responsible drinking, elevating service standards, or delivering premium experiences, Pernod Ricard is proud to lead the way by developing not just brands, but also the capabilities and culture that will define the future of Cambodia’s spirits sector.
Partnerships That Matter: Investing in Cambodian Talent
CLR: Pernod Ricard Cambodia has strengthened its partnership with Pour un Sourire d’Enfant (PSE). How does this collaboration reflect your social responsibility strategy, and what role do such partnerships play in developing future talent for Cambodia’s hospitality and service industries?
Cambodia is rapidly becoming one of the most attractive tourist destinations in the region, and the hospitality sector plays a vital role in supporting this growth. However, there remains a shortage of structured training and access to career development for young people who aspire to work in this industry. The collaboration with Pour un Sourire d’Enfant (PSE) is a powerful example of how private sector partnerships can help bridge that gap.
By supporting PSE’s efforts to provide underprivileged youth with practical hospitality training, the initiative directly contributes to building a stronger, more professional service culture in Cambodia.
This kind of partnership not only addresses immediate social needs but also plays a strategic role in developing future talent for the country’s tourism and service industries. Investing in education and skills development helps ensure that the next generation is equipped to meet international standards, elevate guest experiences, and drive long-term economic growth.
Ultimately, creating access to opportunity and reinforcing quality in the hospitality sector is a shared responsibility — and one that holds significant potential for positive impact across the country.
Hospitality as a National Growth Engine
CLR: As Cambodia aims to grow its tourism and hospitality sectors, where do you see opportunities for deeper collaboration between private companies like Pernod Ricard and the government? What would further accelerate industry development?
As Cambodia continues to position itself as a leading tourism destination in the region — supported by major infrastructure projects like the development of what will be the world’s ninth-largest airport — there is a significant opportunity to deepen public-private collaboration, especially in the areas of talent development, service excellence, and sustainable tourism practices. Private companies like ours can contribute industry expertise, the best international practices, and training capabilities.
By working closely with government institutions, vocational schools, and tourism authorities, we can co-create programs that are aligned with real market demands — from upskilling in hospitality and bartending to promoting responsible service and consumption.
This is not a one-day initiative; it’s a long-term commitment we have already demonstrated over the years. We’ve actively contributed to building this foundation in Cambodia through partnerships with institutions such as the Academy of Culinary Arts Cambodia (ACAC) and Pour un Sourire d’Enfant (PSE) in Phnom Penh, and in key tourism provinces like Siem Reap, where we’ve collaborated with École d’Hôtellerie et de Tourisme Paul Dubrule and the Siem Reap Tourism Association. Through our Pernod Ricard Academy, we’ve also delivered bartender training programs focused on quality, safety, and sustainability.
One key area for deeper collaboration remains in education and workforce development. Joint investments in training workshop, certification programs, and apprenticeship schemes can create clear pathways for young Cambodians to build fulfilling careers in hospitality with the right skills and confidence.
Additionally, better alignment on policy — including responsible alcohol marketing, licensing frameworks, and tourism standards — would help create a more professional, safe, and attractive environment for both visitors and local businesses.
Ultimately, accelerating the development of Cambodia’s tourism and hospitality sectors requires a shared vision between the public and private sectors — one rooted in quality, inclusion, and long-term sustainability. If we work together, Cambodia is well-positioned to become a global benchmark for world-class hospitality.
Strengthening Local Roots for Global Impact
CLR: You’ve spoken about driving greater operational efficiency through closer local partnerships. How does this localization strategy support both agility and relevance in Cambodia’s dynamic market, and what lessons have you drawn from this approach?
We see localization not just as a strategy, but as a necessity in a market as dynamic and culturally rich as Cambodia. By building close partnerships with local stakeholders, we’re able to stay agile and deeply attuned to local consumer needs and market shifts, especially during the tough period such as the Covid pandemic, and recently on the global economic impact.
These collaborations give us real-time insights and enable us to co-create relevant solutions to twist ourselves into so many flexible activities reflected in actual situations. This level of responsiveness wouldn’t be possible through a centralized or one-size fits-all approach. For instance, working alongside local bartenders, and outlets team has allowed us to tailor brand experiences that truly resonate with Cambodian audiences.
At the same time, our partnerships with training institutions as well as the local organization who have a common goal help us invest in the next generation of hospitality talent — a critical foundation for long-term industry growth.
One of the most valuable lessons we’ve learned is that true agility comes from mutual trust, collaboration, and shared purpose. By empowering local partners, we not only gain operational flexibility but also ensure our brands remain authentic and culturally relevant.
Serving Cambodia’s Market into the Future
CLR: Looking ahead, how is Pernod Ricard positioning itself to continue serving the evolving needs of the Cambodian market? What does the next phase look like in terms of portfolio innovation, consumer engagement, and industry leadership?
As créateurs de convivialité, our mission is to provide genuine, friendly, and responsible moments of sharing. We continue our ambition to accelerating the growth of our Prestige portfolio and brands while protecting the strong icon portfolio in Cambodia.
We place strong emphasis on engaging with consumers in well-established experience conducted through our Marketing Activities that align with our global values and standards, ensuring every interaction reflects our purpose.
On the industry front, we aim to maintain our leadership in Cambodia by consistently providing authentic, high-quality products that meet all local regulations. Our focus is to support Cambodia’s evolving market needs, foster sustainable growth, and continue setting the benchmark for excellence in the spirits sector. CLR
