Alibaba on Friday kicked off a weeklong promotion of Malaysian products and services, looking to expose the Southeast Asian country’s small- and medium-sized enterprises to Chinese consumers.

Products from 50 Malaysian brands will be featured on Tmall during the promotion, which ends July 12. Chinese travelers can also access special Malaysia travel and tourism products and services from 30 Malaysian tourism merchants on Alitrip during Malaysia Week.

“Through innovations in logistics, payment, customs clearance and big data, Malaysian small businesses can now enjoy the convenience of global e-commerce trading which in the past, was only available to big multinational corporations,” said Jet Jing, president of Tmall. “Malaysia Week marks our commitment to continue to showcase the best of Malaysia’s fresh, high-quality products and must-visit tourism attractions to Chinese consumers.”

The initiative combines online and offline activities aimed at offering Malaysian SMEs opportunities to attract new business.

Alibaba.com, Alibaba’s wholesale e-commerce platform, hosted a business-matching network event that connected 17 Malaysian merchants with over 100 Chinese buyers in Hangzhou on Friday. Alibaba.com has also been hosting a special promotion for its Malaysian global gold suppliers, called “July on Demand,” which began on July 2 and runs through July 29. Over 275 local merchants and more than a thousand Malaysian products are being promoted in over 200 countries and regions across the world to enable local SMEs to grow their business and expand their exports globally.

From Friday to Sunday, Kerry Centre, a shopping center in Hangzhou, is serving as a pop-up exhibition showcasing Malaysian brands, such as Aik Cheong Coffee, Julie’s and Boh Tea. And Hangzhou’s Shangri-La Hotel is also holding a Malaysian food festival.

Malaysia is an important part of Alibaba’s international outreach and growth strategy. It’s the first Electronic World Trade Platform hub outside of China. And Malaysia Week fits with Alibaba vision to promote Malaysian products to the China market.

Alibaba organized the promotion in cooperation with the Malaysia Digital Economy Corp., Malaysia Investment Development Authority, Malaysia’s Trade Promotions Bureau, Tourism Malaysia and Malaysia’s Tourism Bureau, along with other institutions.

“Leveraging the long-term partnership with Alibaba, Malaysian SMEs will benefit immensely as businesses will now be able to reach farther and wider through access to new markets that this initiative provides,” saidDato’ Ng Wan Peng, chief operating officer of Malaysia Digital Economy Corp. at the launch of Malaysia Week.

“Malaysia Week is a great testament to Alibaba’s commitment to help Malaysia SMEs export and introduce their high-quality products to the world,” he said. “We are confident this partnership with Alibaba will go a long way, as Alibaba’s eWTP and Malaysia’s DFTZ have a common vision, which is to help SMEs grow and revolutionize Malaysia’s e-commerce.”