Alibaba and the Royal Danish Consulate General have signed a framework agreement. [Photo provided to China Daily]

Alibaba and the Royal Danish Consulate General have signed a framework agreement that launched two Danish pavilions, on the Alibaba's business-to-consumer site Tmall Global and travel service platform Fliggy.

"With the opening of an official Danish pavilion on China's leading e-commerce marketplace Tmall Global, we hope to draw attention to Danish products," says Danish Foreign Minister Anders Samuelsen.

On Tmall, 21 Danish brands of consumer products are showcased, including fashion, lifestyle, audio, home, food and beer.

The new Fliggy shop offers general information about places of interest provided by VisitDenmark, as well as tour packages.

"I am pleased to formalize our efforts with Denmark and open the Denmark pavilions on Tmall Global and Fliggy, allowing Alibaba to serve Danish businesses of all sizes with direct access to the growing Chinese middle-class market," says Joe Tsai, Alibaba Group executive vice-chairman.

"Danish design, art and lifestyle are admired all over the world for their sophistication and minimalism, and there is no doubt that Danish products will become even more popular among Chinese customers, enticing an ever-growing number of them to want to travel to the country themselves."