JD.com has launched a Japanese Mall – a new channel on the company’s JD Worldwide cross-border platform dedicated exclusively to sales of authentic imported Japanese products.

JD.com launched Japanese Mall at an event in Tokyo where JD Mall CEO Haoyu Shen was joined by Katsutoshi Takeda, director general of the Japan-China Friendship Center, and senior management from Rakuten, Sumitomo, and other key Japanese partners.

“Our new Japanese Mall provides Chinese consumers with a trusted source for buying imported Japanese products,” said Shen.

“Japanese Mall will give more Japanese brands greater exposure to China’s rapidly growing demand for imported goods, and will further solidify JD.com’s reputation as China’s online leader for guaranteed authentic products.”

JD says it is working to simplify cross-border transactions by providing recommendations on operational and international logistics partners that Japanese businesses can use to reduce costs and improve the efficiency of selling through the JD Worldwide platform.

Japanese Mall will focus on satisfying the fast-growing demand among Chinese consumers for authentic Japanese products in a wide range of categories including items for maternity, babies, food, personal care, cosmetics, apparel, luggage, home decoration, electronics and home appliances from popular Japanese brands.

In addition to Japanese Mall, JD Worldwide also hosts French Mall and Korean Mall, both of which launched earlier this year, and the company said it would continue seeking other opportunities to offer channels dedicated to other countries’ products in response to customer demand.