Rakuten Cross-border E-Commerce (China) Co Ltd, part of Japan's Rakuten Group, was registered in Hangzhou's Binjiang district on Aug 24, marking the group's latest expansion in the city.

Hangzhou, home to China's first comprehensive pilot zone for cross-border e-commerce, has built an ecosystem spanning platforms, logistics, payments, marketing, talent, and business services, attracting a growing number of global platforms and service providers.

Founded in 1997 and headquartered in Tokyo, Rakuten Group operates more than 70 businesses across e-commerce, fintech, communications, travel, digital content, and other fields.

For Chinese sellers, Rakuten Ichiba is an important channel for reaching Japanese consumers. Rakuten opened an office in Hangzhou in 2021 to support Chinese businesses entering its marketplace. Its Hangzhou branch opened on Aug 5, 2025, serving as a regional hub for East China.

The new company further deepens Rakuten's presence in Hangzhou as the city strengthens links between Chinese cross-border sellers and global markets.