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Rakuten will open an online flagship store on Kaola.com, which will list top Japanese brands and market them across Kaola’s parent NetEase’s online media assets

Rakuten, the owner of Japan’s largest online shopping mall Rakuten Ichiba, has announced a partnership with Kaola, the e-commerce and cross-border platform of Chinese Internet services firm NetEase, to bring the branded Japanese goods to Chinese consumers.

As part of the agreement, Rakuten will open an online flagship store on Kaola.com, with the aim of providing Chinese consumers with high-quality and popular merchandise. It will list top Japanese brands to the Kaola cross-border e-commerce platform and market the brands across NetEase’s online media assets.

Kaola already offers hundreds of popular branded products from Japan, South Korea, America, Australia and European countries.

Rakuten will introduce products to Kaola’s customers from categories such as health food and cosmetics. Rakuten will also provide product rankings from its Japanese marketplace and will recommend the best of Japanese products to Chinese consumers.

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Expansion of the product lineup will continue over the coming months.

Rakuten Ichiba is an online marketplace that currently hosts over 44,000 merchants, with an offering of over 200 million different items.

“Demand from Chinese consumers for high quality international goods continues to grow and, by partnering with Rakuten, we are looking forward to offering our customers an expanded lineup of popular Japanese merchandise,” said Kaola CEO Zhang Lei.

“As Chinese consumers become more familiar with a deeper range of Japanese merchandise through the collaboration between Kaola and Rakuten, they will also be able to enjoy a higher quality and easy shopping experience,” he added.

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