Cambodia Investment Review
As Cambodia’s economy modernizes, one generation is emerging as both the customer and the catalyst for change. At the International Business Chamber of Cambodia (IBC)’s latest panel, industry leaders explored how Generation Z is redefining the workplace, marketing strategies, and leadership culture across the Kingdom’s corporate landscape.
Gen Z: Not the Future — the Present
Moderated by Ms. Rosette Sok, Senior Associate and Head of Corporate at Sok Siphana & Associates, the discussion featured Ms. Junnette Hasco (Head of Media Strategy & Business Development, Havas Cambodia), Mr. Vuty Kong (Brand Manager, Heineken Cambodia), and Mr. Seanghai Lao (Chief Human Resource Officer, Wing Bank). Together, they dissected how Gen Z’s mobile-first and value-driven mindset is transforming how businesses operate.
“Businesses can no longer afford to underestimate Gen Z,” said moderator Rosette Sok. “They are not only shaping consumer demand but also redefining workplace culture. Companies that listen, adapt, and engage with authenticity will win both their loyalty and their leadership.”
A Generation Demanding Purpose and Progress
Representing one of Cambodia’s largest employers of Gen Z talent, Chief Human Resources Officer at Wing Bank Seanghai Lao offered a direct perspective from the frontlines of corporate transformation.
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“At Wing Bank and across the Royal Group of Companies, we see how Gen Z is reshaping the workplace daily,” he said. “They are ambitious, tech-savvy, and motivated by purpose. They want freedom, responsibility, and the tools to make an impact from day one.”
More than half of Wing Bank’s workforce is under 30, a statistic that underscores how quickly the demographic shift is unfolding. Lao noted that Gen Z employees perform best in environments that balance autonomy with structure, and innovation with guidance.
“They thrive when trusted with responsibility and supported by technology,” he explained. “They expect clarity, open communication, and rapid growth—but they also bring digital skills, creativity, and energy that fuel transformation.”
Rethinking Leadership and Retention
The discussion also touched on how companies must recalibrate leadership pipelines to nurture Gen Z’s potential. Lao emphasized that employers who label Gen Z as “difficult” or “entitled” are missing the point.
“The reality we see is different,” he said. “Gen Z is deeply committed when they feel valued. They innovate when given freedom, and they stay when they see clear pathways for growth. The key is aligning purpose with progression.”
For Cambodia’s corporate sector, that means creating environments that embrace experimentation, encourage feedback, and link personal growth to organizational success. Lao added that by combining “purpose with career development, structure with freedom, and tradition with technology,” businesses can empower Gen Z to become the next generation of leaders driving Cambodia’s economy forward.
From Consumers to Changemakers
As the panel concluded, the message was clear: Generation Z is no longer just a market segment to target—they are the colleagues, creators, and changemakers shaping Cambodia’s next decade of growth.
The IBC’s Gen Z discussion served as a timely reminder that understanding this generation goes beyond marketing trends. It’s about rethinking how organizations attract, engage, and elevate a workforce that is already defining what modern business in Cambodia looks like.