Major Chinese internet portal operator NetEase has revealed plans to invest ¥500 billion through 2020 on Made in Japan products, according to a report published by Nikkei Asian Review.

China’s premier cross-border e-commerce site, NetEase-owned Koala.com’s growth has been driven by the continuing interest in and thirst for Japanese products among Chinese shoppers, with popular products including Kose cosmetics and Kao diapers.

The internet shopping site is hoping that its specialism in all-things-Japanese will set it apart from rival operators such as Tmall and JD Worldwide.