JD.com has just inked two deals, broadening its product offering from South Korea and Japan in a bid to lure Chinese consumers.

Alibaba’s number one rival said Wednesday it has struck a deal with the Korea Fashion Association to sell a range of fashion brands from South Korea. JD.com said the new JD Korean Fashion Mall will be featured on its apparel channel. It will offer products from “popular and emerging brands and designers,” according to the company.

Like many other companies, JD.com is eager to tap into the South Korea boom of late. The country has become a major trend-setter terms of beauty, fashion and pop culture. Seoul fashion week, most recently held in October, garners international attention. Earlier this year, Karl Lagerfeld mined the country’s cultural motifs for a Chanel cruise collection he showed in the Korean capital city. Meanwhile, Amore Pacific is gunning to become the world’s leading Asian beauty company by 2020.

South Korea exported $15.94 billion worth of textiles and apparel in 2014, nearly flat on the previous year, according to the Korean Federation of Textile Industries.

“Chinese consumers increasingly recognize JD.com as the go-to destination for leading fashion trends, and this partnership with the Korean Fashion Association enables our customers to find many of the most renowned brands from Asia’s fashion capital easily and conveniently,” said Lijun Xin, president of JD Mall’s Apparel and Home Furnishing Business Unit. “By connecting these emerging brands with our millions of consumers across China, we can also lower the barrier to entry for young and exciting designers who want to tap into the Chinese market.”

JD.com has struck a string of Korean partnerships and deals over the past few months. In September, it was linking with Lotte.com to sell fashion and beauty items. The company said several Korean fashion brands including Basic House, Hazzy’s, Bean Pole, Teenieweenie and Scofield, have launched their own stores on JD.com.

Separately, JD.com said Wednesday it is joining forces with Japanese e-commerce giant Rakuten to establish a flagship selling Japanese products on JD Worldwide, JD.com’s cross-border platform.  JD.com said a beta version of the new store launched this month and it plans to expand the merchandise range over time, with an initial focus on areas like cosmetics, snacks and health food products.

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