Pchum Ben, one of Cambodia’s most sacred traditions, has always been about family, faith and honoring ancestors. In recent years, it has also become a powerful season for commerce.
The sale of food, flowers, ceremonial items and clothing peaks as households prepare offerings.
What is new, however, is the way these products are reaching consumers — and this year, TikTok has emerged as the unexpected marketplace driving record sales.
The stories of small business owners highlight a major shift. Je Khi, who sells Pchum Ben offerings and groceries, reported a 70 per cent increase in sales compared to normal weeks.
His words cut to the heart of what digital tools now mean for Cambodian entrepreneurs.
“Without TikTok, my business wouldn’t have sold this well — it would only reach people I personally know,” he said.
That sentiment is echoed widely. Heng Davy, running her family’s worship shop, has seen customers discover her products far beyond her neighborhood, crediting TikTok for connecting her with new buyers.
In Kampong Cham province, Leng Porlin reflects on a similar transformation: from selling only within his community to now reaching customers nationwide.
For these sellers, the platform is no longer just a social space — it is their livelihood.
“Before TikTok, I could only sell from my home. But now, I can reach customers nationwide — both in other provinces and in Phnom Penh,” said Porlin.
“When I post new products on TikTok, many people view them and place orders. As a result, my business has continued to grow,” he said.
There is a larger point here. Social media, particularly TikTok, is reshaping how Cambodian culture and commerce intersect.
During Pchum Ben, the platform doesn’t just drive sales; it amplifies traditions.
Short videos of ancestral rituals, offerings and family gatherings have gone viral, creating a digital archive of customs that might otherwise fade from younger generations’ attention.
On one hand, it empowers small businesses, giving them reach and visibility unimaginable even a decade ago. On the other, it raises questions about dependency on a global tech platform to sustain local livelihoods and safeguard cultural expression.
For now, what is clear is that many people believe that the 2025 Pchum Ben marked a turning point.
The blending of tradition with technology has not only boosted sales but also reaffirmed the adaptability of Cambodian entrepreneurs.
In a festival rooted in remembrance of the past, it is perhaps fitting that the future of business is being written in real time — on the screens of TikTok.
