 Association of Southeast Asian Nation, ASEAN, ASEAN Minister on Agriculture and Forestry in March, in October 2018, adopted ASEAN guideline on promoting responsible investment in food, agriculture and forestry. Cambodia partnership for sustainable agriculture, is taking leap in adapting and testing ASEAN guideline for responsible agricultural investment in short, ASEAN rice at the ground. An example for agro-businesses in Cambodia agreed to participate in interview and building a study of original learning under ASEAN rice market. The private sector who involved in the case study are either medium or big-side agro-businesses, and also they have their corporate social responsibility CSO or environmental report. Especially, we know them quite well, like agro-rice is our key partner. At first, there was a lot of pushback from private sector to join the ASEAN rice, and they think it's useless or waste their time until we present a business case to them, they ask what our benefit and why it's important for them to join, like branding or marketing or appeal. It's important for them, for them agro-business, good image or reputation with local community and local specialty are important for long-term success. Please join us on day two of the Mekong Regional Land Forum 2021 on May 27 to hear more about this initiative and work around ASEAN guideline for responsible agricultural investment in food, agriculture and forestry.