Key findings:
Christmas is still foreign to most Cambodians but a welcome and festive season to some.
Christmas has very limited relevance in this market, with 97% not celebrating.
Caters to the niche audience for now.
Celebrations focus on social dining with family and friends, not shopping or gift-giving.
Activities are mostly out-of-home or travel-based, with modest spending (~USD 60).
Key Takeaway
Christmas is a niche, experience-led social occasion—not a retail or gifting season—so any activation should be highly targeted, food-focused, and low-investment.
Vietnam
Laos
Cambodia
Myanmar