Alibaba Group has moved to increase Danish exports to China as well as promote the country as a tourist destination for Chinese travellers.

A memorandum of understanding to this effect has been signed in a ceremony at Alibaba’s headquarters in Hangzhou, attended by Alibaba Group executive vice-chairman Joseph Tsai and Danish Minister of Foreign Affairs Anders Samuelsen.

At the event, the new Denmark Pavilion on Alibaba’s Tmall Global imported goods marketplace was unveiled. This will enable Danish producers of fashion, lifestyle, home and food products to reach the more than 440 million annual active buyers on Alibaba’s e-commerce platforms.

More than 20 Danish brands feature in the new pavilion, including Bang & Olufsen, Ecco, Jacob Jensen Design, Only and Vero Moda. Danish merchants at the ceremony hosted live-streaming sessions on the Tmall mobile app to introduce their brands and products directly to Chinese consumers as the pavilion went live.

Alibaba Group and the government of Denmark will also strengthen cooperation in anti-counterfeiting and the protection of intellectual property.

Also launched was an official Danish Pavilion on Alibaba’s travel-booking platform Fliggy. Denmark is the first country to introduce an official visa information platform on Fliggy.

Also, a strategic co-operation agreement has been signed between Fliggy and Scandinavian Airlines (SAS), which will see an SAS flagship store open on Fliggy, joining more than 20 airlines on the platform.

Samuelsen says China is a promising yet challenging market for many Danish companies. “Chinese consumers have often limited knowledge of Danish products, but with the opening of an official Danish pavilion on Tmall Global we hope to draw attention to Danish products and brands.”