SuiJoh: Meet the Brand In Cambodia Inspired by Water
Have you heard of SuiJoh? A clothing and accessories company founded on gratitude, craftsmanship, and contributing to a wave – ahem – of change in fashion perception.
The Meaning of SuiJoh
“In Japanese, SuiJoh means ‘on the water.’ Our planet is a water planet, nearly 70% of its surface is covered by it. If you sail on the water, you’ll eventually reach someone, somewhere. We are all connected by water,” Lidet shared.
“And through that water, we imagine small moments of happiness, when you wake up and think, What should I wear today? You put on your favorite shirt, your favorite shoes, your favorite lipstick, and that tiny choice makes your day a little brighter.”
“We wanted to deliver that everyday joy, from Cambodia to the world. That’s why we named the brand SuiJoh, On the Water. Our logo, a small boat, symbolizes ‘the vessel that carries joy.’”
A Beginning Born from Gratitude
As founder Lidet explains, “SuiJoh began with the story of one Japanese man whose soul was saved by Cambodia. After going through personal failure and a serious illness in Japan, he found himself questioning the meaning of life. It was Cambodia, and the people living beautifully and bravely in the present, that gave me a reason to live again.”
In 2010, he left his career in Japan and entered graduate school in Phnom Penh. While studying, he met a local tailor, a meeting that would change his life. “He had always loved shirts and fashion back in Japan, so he began learning garment-making from a former Dior pattern maker working at a Japanese-owned factory in Cambodia,” said Lidet.
“That was the beginning of SuiJoh, born from gratitude, learning, and a deep connection between two cultures.”
The Warmth of Human Hands
“Our style is all about the warmth of human hands,” Lidet said. “We don’t chase perfection, we value sincerity, individuality, and the beauty found within imperfection. Rather than following trends, we focus on truth, time, and touch.”
SuiJoh’s philosophy rests on four core ideas:
- From Cambodia to the world.
- Light up the everyday life of every person involved with the brand.
- Produce something different from mass production.
- Create harmony between traditional and modern fashion.
Bringing Cambodia’s Textiles to Life
Cambodia’s textile traditions are at the heart of SuiJoh’s work. “We integrate Cambodia’s traditional fabrics, Kroma, San, and Golden Silk, into our creations. Our goal is to bring tradition into daily life, not just preserve it as a memory,” said Lidet.
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Each SuiJoh piece carries a living piece of Cambodian history. “Our shirts feature Kroma fabric on the collar and inside the cuffs, and our bags are lined with it as well. We even create our own original Kroma patterns, designed exclusively by our team.”
Proudly Made in Cambodia
Back in 2010, the founder noticed a contradiction that stuck with him. “I was surprised and shocked that many of my classmates didn’t want to wear clothes labeled ‘Made in Cambodia.’ They would proudly shout ‘Khmer Pride’ during football matches, but not when choosing what to wear. I wanted to change that, to turn ‘Made in Cambodia’ into a label of pride and confidence.”
“Having seen firsthand how diligent and skillful Cambodian people are, I knew they could create products that stand shoulder to shoulder with the world’s best. That’s why I founded SuiJoh, to make ‘Made in Cambodia’ shine, and to deliver smiles and joy to the world from this country.”
Fashion as a Bridge
“Many people know Cambodia for its rich history, but we see so much more, a country full of creativity, warmth, and talent,” said Lidet. “At SuiJoh, we believe fashion has the power to express Cambodia’s modern identity. It’s a bridge between tradition and today’s lifestyle. Through our designs, we want to show that ‘Made in Cambodia’ means artistry, craftsmanship, and pride.”
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“By blending traditional fabrics like Kroma with modern design, we hope to share a story of beauty, connection, and possibility, one that reflects the heart of Cambodia today.”
Why Cambodian-Made Matters
“What makes Cambodian-made products special is the heart behind them,” Lidet shared. “Every piece is handmade, not just produced, but created with care, patience, and pride. The artisans here have incredible skill and sensitivity, and each stitch carries their story.
“For local customers, it’s a reminder of the beauty and strength within their own culture. For international customers, it’s a chance to experience something authentic, something that connects them to real people and real craftsmanship.”
Love and Gratitude
When asked what keeps him motivated, Lidet’s answer was simple. “Love and gratitude for Cambodia. This country has given me so much, and being able to create here is my way of giving back. And of course, I’m motivated by our amazing team and everyone who supports SuiJoh around the world.”
A Vision for the Future
Looking ahead, Lidet hopes that SuiJoh will become synonymous with Cambodian excellence. “My dream is that one day, when people in Cambodia hear ‘Made in Cambodia,’ they immediately think, ‘That means SuiJoh.’”
He imagines a future where local pride is instinctive, where Cambodian fashion is worn, loved, and celebrated. “If people in Cambodia feel that SuiJoh belongs to them,” he said, “then my mission is fulfilled.”
 | Cambodia |
 | https://www.cambodialifestyle.com |
 | +855 9 678 01791 |
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Author: Tom Starkey
Tom Starkey is an International Development graduate from Sussex University with 12-years of experience across 4 continents, Tom's goal is that he wants to showcase his love for Cambodia, where he lives, works and now happily calls home.
