Kuala lumpur: The Malaysia External Trade Development Corporation (MATRADE) is targeting RM100 million in potential trade from its Export Acceleration Mission to Cambodia. The mission, which involves 26 Malaysian companies, features the Malaysia-Cambodia Business Seminar and business-to-business (B2B) meetings to connect Malaysian companies with prospective Cambodian partners. According to BERNAMA News Agency, more than 120 government officials, trade agency representatives, business leaders, importers, and exporters from both countries are participating in the four-day MATRADE programme, which began on Tuesday. 'The writing is on the wall as Cambodia has shifted gears into a bold new economic era. In this next chapter of the ASEAN story, technology, precision and productivity are the true currencies of success,' said MATRADE chairman Datuk Seri Reezal Merican Naina Merican at the seminar in Phnom Penh. With a population of more than 17 million, Cambodia offers a strong consumer market for Malaysian exporte rs across various sectors. Bilateral trade surged 51.1 per cent to RM3.32 billion in the first half of 2026, with Malaysia's exports to Cambodia rising 40.9 per cent to RM2.45 billion. Malaysia-Cambodia trade surpassed US$1 billion last year, marking a key milestone in bilateral economic relations. Reezal Merican stated that the seminar and structured business-matching sessions would connect Malaysian companies with credible partners, provide market intelligence and pave the way for sustainable commercial partnerships. 'With a target of RM100 million in potential trade for this mission, we are confident that Malaysian companies are well-positioned to expand their presence in Cambodia while contributing to stronger intra-ASEAN trade,' he added. According to MATRADE, the programme also marks another milestone in strengthening bilateral economic cooperation ahead of the 70th anniversary of Malaysia-Cambodia diplomatic relations in 2027. Cambodian Commerce Minister Cham Nimul remarked that the mission came at a n opportune time as the Kingdom sought to diversify its economy and spur growth. 'Cambodia has been actively diversifying its markets, partners and international economic relations. In this strategy, Malaysia is not simply a close neighbour. You are a very important and increasingly dynamic economic partner, and the numbers demonstrate that clearly,' she said. Selangor Investment, Trade and Mobility Committee chairman Ng Sze Han is also participating in the mission.