In 2003, standing beneath the Cambodian sun, Jef Moons looked up and saw a knai bang chatt — a rainbow ring around the light. It was a rare phenomenon, and for him, a sign. Kep, once the pride of the Cambodian coast, had fallen silent. But in that moment, Moons decided to stay and rebuild, transforming three derelict villas into Knai Bang Chatt — a sanctuary where heritage, humanity, and nature could find harmony again.
What began as an act of restoration has become a movement. Today, through Kep West, Moons champions regenerative tourism — a model that goes beyond sustainability to heal what has been lost. In this conversation, the visionary founder reflects on his calling, the delicate art of responsible luxury, and the lessons of patience, humility, and hope that Cambodia continues to teach him.
Vision Origins
Take us back to 2003—what was it about Kep that first captured your imagination?
When I arrived in Kep in 2003, it felt like I had stepped into a forgotten world. The shoreline was quiet, the villas were crumbling, and yet the beauty was undeniable. There was a melancholy charm in the ruins, echoes of the “Côte d’Azur of Cambodia” it once was. But beyond the physical setting, it was the people who struck me. Despite everything, they carried themselves with warmth and resilience. I felt that Kep deserved a second chance, and I wanted to be part of that revival.
You’ve spoken about witnessing a knai bang chatt, a rainbow ring around the sun. How did that moment shape your decision to build a life’s work here?
Seeing a knai bang chatt, a rainbow halo around the sun, is a rare phenomenon. For me, it was a sign. I had come to Kep searching for direction, and that moment crystallized my sense of purpose. It felt almost symbolic: a circle of light in a place that had been overshadowed. It was then that I decided Kep would become my life’s work, and the name Knai Bang Chatt was born from that inspiration.
What convinced you to invest in Kep when it was still a shadow of its former glory?
Most people saw decay; I saw potential. I believed in Kep’s ability to rise again because I had witnessed the strength of its people. Investing here was never about quick returns. It was about honouring Cambodia’s cultural heritage, building something meaningful, and proving that regeneration of places and of people was possible.
In restoring those first three villas, what was your guiding philosophy—preservation, reinvention, or a balance of both?
It was always a balance. Preservation was essential because these villas represented Cambodia’s modernist heritage, designed by protégés of Vann Molyvann. At the same time, reinvention was necessary to give them a contemporary purpose. My guiding philosophy was to respect the past while creating something timeless, spaces that honour history but invite people to experience them in a new way.
How did you envision Knai Bang Chatt’s role in re-establishing Kep as a luxury coastal destination?
I never wanted Knai Bang Chatt to be just another resort. I envisioned it as a catalyst, a place that would not only attract discerning travellers but also inspire the revival of Kep itself. By setting a standard for responsible luxury, I hoped we could put Kep back on the map, not as a copy of what it once was, but as a destination reborn with purpose.
Finding Purpose
Jef Moons, Founder and CEO of
You began in farming, pharmaceuticals, and even military service. At what point did hospitality and regeneration become your true calling?
Each chapter of my career taught me something: discipline from the military, business acumen from farming and pharmaceuticals. But none of it touched the soul. It was in Kep, seeing the possibility of rebuilding not just villas but a community, that I realized my true calling was hospitality with a deeper purpose. Regeneration gave meaning to everything I had learned before.
Do you see Knai Bang Chatt as a business first, or as a platform for impact and purpose?
It is both, but the platform for impact always comes first. A business that focuses only on profit cannot last in a fragile environment like Kep. Knai Bang Chatt has to serve a higher purpose, protecting ecosystems, uplifting communities, preserving heritage. Profitability is essential, but it is a by-product of doing the right things well.
How has Cambodia shaped your identity as both an entrepreneur and a philanthropist?
Cambodia has taught me humility and patience. Things do not always move at the pace you want, but if you listen and build trust, you achieve deeper results. The country has shaped me to be more resilient, more empathetic, and more committed to long-term thinking rather than quick wins.
What does “responsible luxury” mean to you on a personal level?
To me, responsible luxury means creating experiences that are refined and beautiful but never at the expense of people or planet. It is luxury without guilt, where a guest can enjoy barefoot elegance knowing that their presence contributes positively to the destination. Personally, it is about living with integrity and proving that indulgence and responsibility can co-exist.
Has your sense of purpose evolved since Knai Bang Chatt’s early days, and if so, how?
Yes, absolutely. In the early days, the purpose was to restore Kep’s lost glory. Today, the purpose has expanded to something larger: to set an example of regenerative tourism in Southeast Asia. It is no longer just about rebuilding villas; it is about rebuilding ecosystems, cultures, and mindsets.
Design & Architecture
The villas were designed by protégés of Vann Molyvann. How important was it to preserve that modernist Cambodian heritage?
It was essential. Cambodia’s architectural heritage is not as widely known as its temples, yet it represents a unique moment of cultural creativity. Preserving these villas was a way of honouring that period of optimism and progress. Without preservation, this history could have been lost forever.
What did collaborations with Françoise Lavielle and BLOOM Architecture bring to the project?
Françoise Lavielle brought a deep respect for the original structures and a sensitivity to minimalist design. BLOOM Architecture helped us evolve with a timeless contemporary approach, using natural materials, integrating with the landscape, and ensuring that every new addition had ecological harmony. Their contributions allowed Knai Bang Chatt to remain true to its origins while adapting to new times.
How do you balance aesthetics, cultural authenticity, and ecological harmony in design?
For us, aesthetics cannot exist without authenticity and ecological harmony. A building that is beautiful but ignores its cultural context or environmental footprint is, in my view, incomplete. Our balance comes from asking: does this design respect local tradition? Does it work with, not against, the natural environment? Only when those answers are “yes” do we move forward.
Regeneration vs Sustainability
Knai Bang Chatt has been described as a leader in regenerative tourism. How do you explain the difference between “sustainable” and “regenerative” to guests?
I explain it simply: sustainability is about reducing negative impact, regeneration is about creating positive impact. Sustainability says do less harm. Regeneration says restore and renew. At Knai Bang Chatt, that means replanting mangroves, creating marine protected areas, and building systems that give back more than they take.
Kep West spans 12,000 hectares. What’s your long-term vision for this initiative, particularly with the marine protected area?
Kep West is not just about hospitality, it is about a holistic vision for an entire coastal ecosystem. The marine protected area is central to that vision, ensuring that the sea continues to provide for generations to come. On land, the goal is to blend hospitality, culture, wellness, and community into a regenerative hub. Long term, I see Kep West as a model for how destinations across the world can regenerate, not just sustain.
What role do partnerships with conservation groups play in your strategy?
They are vital. No single hotel or individual can regenerate an entire ecosystem. Our work with Marine Conservation Cambodia, for example, has allowed us to support Cambodia’s first marine protected area. Partnerships bring expertise, credibility, and scale. They also build trust with the local community, which is the foundation for everything we do.
Looking ahead, what excites you most—underwater museums, the “Art for Kep” initiative, or expanding your philosophy internationally?
Each excites me for different reasons. The underwater museum is a bold way to link art, culture, and conservation and make it an asset for Kep and its people. “Art for Kep” is close to my heart because it gives young Cambodians a voice in shaping their town. Expanding internationally excites me because the philosophy we have nurtured here in Kep can inspire other places. But if I had to choose, what excites me most is seeing the spirit of regeneration take root in the next generation, both in Cambodia and beyond.
(Photos courtesy of Knai Bang Chatt)
