For this week’s interview, Junior Communications Officer Henry Henderson spoke with Sov Men, founder of The Ring Kun Khmer and Khmer Flow.

Their discussion explored Sov’s return to Cambodia 11 years ago after growing up in France, the inspiration behind his Kun Khmer gym, and how he blends traditional Khmer cultural elements with the modern world of sport and street wear in his clothing brand. 

Henry: Kun Khmer is deeply rooted in Cambodia’s history and identity. What motivated you to start the business and how has it evolved since you launched? 

Sov: I founded Khmer Flow six years ago, initially as a personal training and coaching venture. Over time, we strategically pivoted toward the Kun Khmer sector, and today, the business has evolved into a comprehensive ecosystem. We now produce high-end apparel and professional equipment, while also managing elite fighters for major events across Cambodia and Southeast Asia, including Vietnam, Singapore, and China. 

My vision for Khmer Flow is to present Kun Khmer as a true lifestyle. Whether through streetwear, high-performance gear, or professional fight camps, our ultimate goal is to make this martial art shine on a global scale. Cambodia is saturated with incredible fighting talent, yet we lacked a homegrown brand that truly represented the sport. For too long, we’ve relied on foreign brands to represent our own heritage. I want to prove that Cambodia can produce world-class equipment and bring this martial art to a global audience.” 

Henry: You founded The Ring Kun Khmer not just as a gym, but as a performance and talent-management platform. How did you approach growing the reach of a sport that has been relatively unknown outside Cambodia?  

Sov: Kun Khmer is deeply rooted in our national identity. Having been born in France, I initially felt a sense of disconnect from these roots, which motivated me to take action when I moved here eleven years ago. Training with legends like Chan Rothana and Sen Bunthen inspired me to modernise the sport’s image.  

My approach was to blend tradition with modernity, integrating new technologies, and contemporary knowledge. I wanted Kun Khmer to be accessible to everyone: foreigners, expats, the growing middle class, and Cambodians looking for fitness. We’ve built a diverse team of Khmer, English, and French-speaking coaches to reflect this. Furthermore, by being located in Aquation Office Park, we’ve created a real community hub where members can train, enjoy the DIB Club pool, or grab a coffee, making it a holistic lifestyle experience rather than just a gym. 

Henry: Beyond this welcoming and community-focused character of The Ring, what has been your experience in commercialising the business? Particularly, the fight promotion side of what you do? 

Sov: The fight promotion side actually grew quite organically. As the gym gained momentum, international fighters training in Thailand began hearing about the ‘Kun Khmer’ buzz and wanted to experience it. They came to us asking for training and professional opportunities.  

We took the initiative to reach out to major national broadcasters like Town TV, Bayon TV, and CTN. We proposed a more cost-effective model: working with high-level foreign fighters already based in Cambodia, saving promoters the expense of international flights and accommodation. This network expanded rapidly. Soon, even established champions were contacting us to manage their major bouts. Today, we operate as full-scale matchmakers and agents, providing the professional fight camps that athletes need to succeed.” 

Henry: Ethical athlete management is central to your vision. What does “ethical” mean in practice when managing fighters’ careers in Cambodia and abroad? 

Sov: In my view, ethics in the fight business starts with absolute financial transparency. Too often, purses are ‘blurry’ and fighters don’t know exactly what they will earn. We changed that. 

If a purse is $1,000 with a $500 win bonus, we state that clearly from the start. As agents and trainers, we take a fixed 10% commission, and the fighter knows exactly what the gym receives for the training camp. There is no guesswork based on ‘performance’ after the fact. Transparency regarding both earnings and expenses is the cornerstone of how we build trust with our athletes. 

Henry: Khmer Flow has quickly gained traction, with collections selling out internationally. How did you translate the spirit of Kun Khmer into a lifestyle brand without losing authenticity, and balance cultural respect with commercial success? 

Sov: Our best-sellers are consistently the pieces that strike a perfect balance between modernity and tradition. For our first ‘Heritage Collection,’ I wanted the origin of the product to be unmistakable. We launched the Krama and Sampot collections, where we actually integrated authentic Cambodian Krama scarves directly into the shorts. When someone wears our gear, the presence of the Krama pattern and the national flag sends an immediate message: this is 100% Cambodian. 

A major part of our brand identity is our slogan: ‘We Don’t Play Kun Khmer’. Initially, it created a lot of debate because the literal translation into Khmer led some to believe we weren’t practicing the sport. However, this was a deliberate part of our marketing strategy. I personally engaged with journalists and MCs to explain the true meaning: you can play football or basketball, but you cannot ‘play’ boxing. In this sport, a single lapse in discipline can lead to a knockout; it’s about respect and seriousness. This slogan has since evolved into a powerful mantra for the sport itself, representing its raw reality. 

My creative process is always about this fusion. Whether it’s featuring the Hanuman figure on our first T-shirts or integrating Sak Yant (traditional tattoos) in our upcoming collections, I am mixing an international aesthetic with the deep, symbolic imagery of Cambodia. We are proving that you can be globally competitive while staying deeply rooted in your ancestral culture. 

Henry: The new year is well on its way. Are there any big updates or developments at The Ring or Khmer Flow that we should be on the lookout for? 

Sov: For Khmer Flow, the recent launch of our English and Khmer e-commerce site is just the beginning. We are shifting our focus heavily toward high-quality equipment. I want to replace foreign gear in our rings with a 100% Khmer identity, featuring the national flag and Krama patterns on every glove. 

At The Ring, we are intensifying our focus on amateur and interclub fights to build the next generation. We are also launching Corporate Team Building programs. Companies can bring their teams for 90-minute Kun Khmer workshops designed to foster discipline, motivation, and closer working relationships. It’s a powerful way to bring the values of martial arts into the professional world.