Alibaba has signed a deal with the Danish government to facilitate better online trade between Denmark and China. Danish retailers will now be able to sell their items to Chinese consumers via “Denmark Pavilions” on Alibaba's Tmall Global marketplace platform. Alibaba's founder, Jack Ma, said that he hoped the deal would help “sophisticated and minimalist” Danish products “become even more popular among Chinese customers”. The Danish government will also promote Denmark on Alibaba's tourism service Fliggy, with the aim of getting more Chinese tourists to visit the country. Alibaba also said that it will cooperate with Denmark in tackling counterfeiting and protecting intellectual property on its platform.