Data from Tmall Global reveals that in 2025, a total of 2,415 overseas brands opened their first stores on the platform, marking a double-digit increase in the number of debut stores. This translates to an average of over six new international brands officially launching their businesses on Tmall Global each day. The fourth quarter saw a peak for the year, with 691 new brands joining the platform.

Today, Tmall Global released its "2025 Top Ten Imported Rising Brands" list. South Korean apparel brand COVERNAT, Australian nutritional supplement brand Herbs of Gold, and Korean celebrity merchandise brand Weverse Shop ranked as the top three in terms of sales among new imported brands, emerging as standout performers in the import sector.

These new brands hail from 52 countries and regions worldwide, with the United States, Japan, and South Korea contributing the highest number of new entrants. The fastest growth in new brands originated from France, New Zealand, and Australia. Over the past year, Tmall Global also welcomed brands from Cuba, Chile, Lithuania, Slovenia, and San Marino for the first time.

The sectors experiencing the most concentrated influx of new overseas brands are health, beauty and personal care, and maternal and child products. Within the maternal and child sector, the infant food category was the most popular, with new brands surging by 128%. In the health industry, the precision nutrition and oral anti-aging segments attracted the largest number of new merchants.

Over the past year, the "gold rush" categories with the fastest sales growth on Tmall Global were toys and merchandise, outdoor equipment, infant food, fashion color cosmetics, and pet health. These five categories all experienced doubled growth, reflecting consumers' strong focus on "self-care and family care" alongside their continued pursuit of imported quality products.

To date, more than 40,000 brands from over 110 countries and regions have expanded their businesses through Tmall Global.