JD Group has intensified direct sourcing of Korean consumer goods for Chinese shoppers after setting up a Korea-based unit in June, signing nine supplier agreements worth a combined $1.5 million at a Seoul onboarding event and planning to enlarge a dedicated Korean goods section on JD.com. About 200 Korean companies attended the briefing, while 54 pre-selected firms held category-specific consultations with JD buyers. The push, backed by the Ministry of Trade, Industry and Energy and KOTRA, comes as China's consumer market moves further online and Korean exports to China in five key consumer categories rose 8.7% from a year earlier to $3.44 billion in the first half of this year. JD.com says sales of Korean goods on its platform continue to grow, reflecting demand for items such as K-beauty products and offering Korean brands a more direct route to Chinese consumers.