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There is a stark contrast visible as increased wealth makes its way into the cities of Southeast Asia but bypasses the rural areas. A Siem Reap family of three shop by motorbike in the market. Cambodia has one of the highest motorbike fatality rates among the Association of Southeast Asian Nations, or ASEAN. Helmet rules are slowly making their way into Cambodia culture as the increased use of motorbikes has also meant that the fatalities caused by crashes has nearly doubled in a 5 year period.