Abstract
Khmer food remains relatively undiscovered by both Asians and foreigners. This presents an opportunity for the researcher to explore and promote the popularity of Khmer cuisine to the Generation Z, eventually devising an effective marketing strategy. This study utilized a descriptive quantitative research. In the context of this research, the 260 Cambodian respondents, belonging to Generation Z and having experience with Khmer Foods, were deliberately chosen to align with the study's specific requirements. The findings revealing the factors influencing individuals' interest in Khmer foods shed light on the diverse and multifaceted aspects that contribute to the popularity of this culinary tradition. The findings indicating the factors contributing to the increasing popularity of Khmer foods among Generation Z shed light on the key influencers shaping their culinary preferences.
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