Japanese internet giant Rakuten has opened a storefront on 11Street Korea.

The new store aims to provide South Korean consumers with high quality and popular merchandise from Japan. It will feature a variety of fashion goods, beauty and sports products from leading Japanese merchants.

“Rakuten is delighted to announce this collaboration to offer Korean consumers a great variety of high-quality products from popular Rakuten merchants in Japan,” said Ryoji Yasutome, vice senior manager cross-border trading with Rakuten. “11Street is a vibrant and innovative online marketplace and we’re excited to be partnering with them on this new cross-border initiative.”

11Street has a global network of 260,000 sellers, small merchants, brand names, department stores and supermarket chains serving 23 million registered members in its South Korean home market and abroad with shoppers spending US$6 billion annually on its sites.

“Korean consumer demand for high quality Japanese and international goods continues to grow at a double figure rate,” said Joon Young Park, senior VP at 11Street. “Through our partnership with Rakuten, we are able to offer our customers a more exciting cross-border shopping experience with a larger selection of popular products from Japan.”

Rakuten will introduce products to 11Street customers from categories such as health, living, kitchen, and hobby items and will continue to expand the product line-up over the coming months. Both companies will provide support services to participating merchants such as translation, listings, merchandising advice, shipping and customer support.

Rakuten continues to expand cross-border trading building on the successes of Rakuten flagship stores launched on JD.com and Kaola.com in China, as well as Gmarket in South Korea.