Globalization is the new buzzword in e-commerce

Nation's Nov 11 shopping spree crosses borders around the world, reports Meng Jing.

Inviting celebrities to promote a marketing event is business as usual in today's advertising world. But ever since the nation's Nov 11 Singles' Day online shopping event was launched by Alibaba Group Holding Ltd in 2009, this is the first time the e-commerce giant has used a large number of overseas super stars to do the job.

From French movie star Sophie Marceau to Park Shin-hye, a rising actress in South Korea, the Hangzhou-based Alibaba spared no effort to leverage the influence of A-listers around the world to take the Chinese shopping bonanza global.