Rakuten, Japan’s largest eCommerce company, is to open an online flagship on Chinese cross-border eCommerce platform JD.com.

The Japanese company says it aims to take “the best Japanese products to Chinese consumers”. It launched a beta version of the new marketplace on JD Worldwide earlier this month. Plans are under way to expand the merchandise range over coming months, with an initial focus on categories such as cosmetics, snacks and health food products.

Masato Takahashi, managing executive officer of Rakuten, said the partnership between Rakuten and JD.com will promote cross-border trade by connecting Chinese consumers with authentic and popular Japanese products from a top selection of Rakuten’s merchants from around Japan, both small and large.

“Rakuten will continue to work to expand our offering to Chinese consumers.”

Haoyu Shen, CEO of JD Mall, said imported Japanese products have proven popular in China to date.

“Our focus remains on partnering with the most trusted retailers in key overseas markets to meet the growing demand for premium imported products.”

Expansion of the product line-up will continue over the coming months.