As part of our expanding footprint in Southeast Asia, the QI Group is deepening its engagement with Cambodia to explore new opportunities for sustainable development and collaboration.
During the recent ASEAN 2025 Summit in Malaysia, Jean-François Huertas (JF), Deputy CEO of our direct selling subsidiary, met with Cambodia’s Minister of Commerce, H.E. Cham Nimul, for a strategic discussion on potential partnerships in key sectors.
Facilitated by Rithy Sear, Chairman of the Bridge Group, the meeting highlighted shared priorities in hospitality, education, and entrepreneurship, reflecting QI Group’s continued commitment to creating long-term, inclusive impact across the region.
Opening Doors to Opportunity
With a presence in over 25 countries, our direct selling business brings global experience to local economies through its wellness and lifestyle offerings. During the meeting, Huertas shared how this business model supports entrepreneurship by helping individuals build sustainable livelihoods, contribute to national tax bases, and participate meaningfully in economic activity.
This people-first approach to business is core to QI Group’s philosophy: creating value not just for customers, but for communities and countries.
In line with QI Group’s efforts to promote ethical business practices, Huertas proposed the idea of establishing a Direct Selling Association in Cambodia. This body would help uphold responsible standards, increase transparency, and enhance credibility across the industry—a concept that was met with keen interest.
Education: A Driver for Impact
Education is a cornerstone of QI Group’s social impact strategy in the region, anchored by Quest International University (QIU) in Perak, Malaysia. Established in partnership with the Perak state government, QIU equips students with the practical, industry-relevant skills they need to thrive in today’s workforce.
Huertas noted that over 95% of QIU graduates secure employment after graduation, underscoring the university’s commitment to employability and excellence. With strong academic programmes in medicine, pharmacy, and business, QIU is well-positioned to support Cambodia’s higher education and workforce development goals.
The discussion also explored possibilities for academic collaboration, student exchange programmes, and other promising initiatives.
A Path Forward
This dialogue with Cambodia’s Ministry of Commerce marks a meaningful milestone in QI Group’s ASEAN journey. It reflects not only our business aspirations but also our broader belief in driving progress through partnerships, education, and empowerment.
As we look to expand across Southeast Asia, one principle guides us: true progress is inclusive. In Cambodia, we see fertile ground for this vision to flourish—for the benefit of individuals, communities, and the region at large.
