Nov 8, 2025|
JD.com to Launch 50 New National Pavilions in 2026, Bolstering Global Imports to China
On November 7, 2025, JD Cross-Border, a.k.a. JINGDONG Cross-Border, the cross-border import e-commerce arm of JD.com, announced a major upgrade to its National Pavilion program. Pledging to launch 50 new online country-themed stores, known as “JD National Pavilion”, the program will feature tens of thousands of new imported products and specialties in 2026.
Unveiled during the China International Import Expo (CIIE) at JD.com’s Beijing headquarters, the initiative aims to deepen global trade and cultural exchange between China and the rest of the world. Ambassadors and diplomats from 17 countries, including Argentina, Azerbaijan, Belgium, Cambodia, Canada, Croatia, Czech, Finland, France, Hungary, Italy, Japan, Kazakhstan, Malaysia, Maldives, Namibia, Panama, and Singapore, joined JD.com CEO Sandy Xu at the event. The event was co-hosted with the overseas edition of People’s Daily as part of its “Ambassadors’ Journey in China” program.
“Leveraging JD.com’s supply chain expertise, we’re helping global brands to enter and thrive in China while bringing Chinese consumer vitality to our global partners,” said Xu. “National Pavilions are not just sales channels but vibrant hubs for cultural exchange, serving as a global showcase for China’s consumers.”
The event, themed “CIIE Night, Shopping Global Treasures in China,” highlighted JD Cross-Border’s latest innovations. Diplomats toured an exhibition featuring signature products from their countries, all flourishing in China through JD’s cross-border platform. Additionally, they engaged with JD consumers as “product ambassadors” in a dynamic live-streaming session and experienced JD’s “instant delivery” service. They witnessed a first-hand demonstration of how imported goods cleared customs and arrived on site within 60 minutes, underscoring JD.com’s industry-leading logistics services.
The National Pavilion 2.0 upgrade is a critical part of JD Cross-Border’s “10 Billion GigaGrowth Plan” to onboard 1,000 overseas brands and achieve 10 billion yuan in sales over three years. Building on the existing 140 pavilions, all authorized by institutions, such as the embassies or chambers of commerce, the upgrade focuses on three key goals:
- Expanding pavilion scale to include more countries’ specialties.
- Diversifying selections with tens of thousands of new, trending worldwide products through a dedicated sourcing plan.
- Enhancing consumer confidence with authority-backed authenticity systems and optimized logistics for a seamless cross-border shopping experience.
JD.com’s world-class supply chain capabilities, refined over two decades, power this expansion with over 130 different kinds of overseas warehouses spanning 1.3 million square meters and multiple international air cargo routes. Launched in July, the “10 Billion GigaGrowth Plan” strengthens JD Cross-Border’s role as a gateway for global brands entering China. By fostering efficient trade and cultural connections, JD.com aims to enrich consumer choices and promote trade collaboration during CIIE and beyond.
(vivian.yang@jd.com)
Nov 7, 2025|
Joybuy Unveiled as Kweichow Moutai’s Official UK Retailer
- Joybuy announced as premium spirits brand Kwiechow Moutai’s official online retailer for UK consumers
- Partnership offers a fast, reliable and trusted channel to purchase Kweichow Moutai at competitive prices in the UK
- Joybuy will collaborate with Moutai to explore innovative retail models blending online and offline experiences. Plans include launch of “Kweichow Moutai Cultural Experience Center”, to introduce local consumers to heritage and craftsmanship behind Chinese baijiu
London, 6 November 2025 – Joybuy, JD.com’s online retail business in Europe, today announced a new strategic partnership with Kweichow Mouai (‘Moutai’), China’s most iconic premium spirits brand, becoming Moutai’s official online retailer in the UK.
Joybuy will offer consumers a speedy, reliable, and trustworthy channel to purchase Moutai products, with a same-day and next-day[1] delivery service. The partnership combines Moutai’s cultural heritage and brand prestige with Joybuy’s advanced supply-chain infrastructure in the UK.
A broad range of Moutai products – including its flagship Moutai Flying Fairy (53% ABV), the Moutai Flying Fairy Explore Series·Britain (53% ABV), the Moutai Year of the Snake (53% ABV), the 15 Year Olds Moutai (53% ABV), and more – are now available on Joybuy UK, offering consumers competitive pricing across the full range. During the promotional period, shoppers will not only enjoy the lowest prices[2] in the UK, but also official authenticity guarantees and Joybuy’s speedy delivery service for a convenient and reliable shopping experience.
Rooted in centuries-old Chinese philosophical traditions, Moutai, a sorghum and wheat-based style of baijiu – a unique Chinese distilled spirit – is produced in the small town of Maotai on the banks of the Chishui River in Southwest China. It gained international recognition in the 20th century through multiple awards at global exhibitions, elevating its reputation on the world stage. Renowned for its labour-intensive craftsmanship and distinctive flavour, Moutai is now recognised as one of the world’s top three distilled spirits, alongside Scotch whisky and French cognac.
Beyond its online offering, Joybuy will collaborate with Moutai to explore the development of innovative retail models that blend the online and offline experiences. Plans include the launch of a “Moutai Cultural Experience Center” in the UK, designed to introduce local consumers to the heritage and craftsmanship behind Chinese baijiu.
Leveraging JD.com’s robust supply chain and logistics network, Joybuy — currently in a test phase in the UK, Netherlands, Germany, France, Belgium and Luxembourg — provides its customers with a speedy and reliable shopping experience. Through this partnership, Joybuy and Moutai aim to bring the unique flavour and cultural richness of Chinese baijiu to a wider global audience, unlocking new growth opportunities and showcasing the distinctive charm of Chinese spirits on the world stage.
A Joybuy spokesperson said: “It’s a great honour for Joybuy to be chosen as the exclusive online retailer for this iconic brand. If you have ever visited China, or you have friends from there, you know that Moutai doesn’t just embody centuries of distillation craft and knowledge, but like whisky or cognac, speaks to the heritage of a place and culture. With Joybuy, you can now enjoy the pleasure of Moutai here in the UK. Those who know Moutai, know. Ganbei!”
About Joybuy
Joybuy is JD.com’s online retail business in Europe, offering high-quality brands, delivered from its own warehouses to the customer’s doorstep, through a speedy and reliable network. Joybuy places the customer at the heart of everything it does. The Joybuy slogan “Don’t just buy, Joybuy”, perfectly captures the mission to fulfil customers’ needs and provide a service that is easy and convenient, but also enjoyable and fun.
Joybuy is currently in the beta testing phase and plans to launch in 2026, when it will provide a more joyful shopping experience in the UK, Netherlands, Germany, France, Belgium and Luxembourg.
About Kweichow Moutai
Kweichou Moutai Co., Ltd. (hereinafter referred to as “listed Moutai”) was incorporated on November 20, 1999, with China Guizhou Moutai Distillery (Group) Co., Ltd. (hereinafter referred to as “Moutai Group”) acting as the lead founder. On August 27, 2001, listed Moutai went public on the Shanghai Stock Exchange. In 2024, Moutai’s brand value reached $85.565 billion, ranking as the world’s most valuable spirits brand on the “BrandZ Most Valuable Global Brands” list.
Nestled along the scenic Chishui River in Maotai town of northern Guizhou, the company is the proud producer of Moutai liquor and the distinctive Daqu Jiang flavor collection. Kweichou Moutai, its signature product, stands as the pioneering masterpiece of China’s Daqu Jiang flavor baijiu tradition. Certified organic and bearing the prestigious national geographical indication, the exquisite spirit has become China’s aromatic ambassador to the world.
[1] Location dependent
[2] The promotional period runs until 12 November 2025
(chaizhenzhen1@jd.com)
JD Hosts 10th Plogging Event in Sanya
