JD.com to Launch 50 New National Pavilions in 2026, Bolstering Global Imports to China

November 9, 2025 -- 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.

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