HONG KONG - The Department of Commerce of Zhejiang province and other two Zhejiang manufacturers opened its first branded shop in Hong Kong on Friday, using the city's international status and high numbers of visitors to promote Zhejiang brands to the global audience.

The new shop, Brands of Zhejiang China, is located at Hong Kong International Airport and focuses on travel-related products.

Deputy Director of the Foreign Trade Department at the Department of Commerce of Zhejiang province Li Xin said the new shop is part of a strategic move to develop brand awareness for the province's manufacturers.

According to the Airport Authority, passenger throughput for Hong Kong International Airport in 2013 was almost 60 million. More than 100 airlines operate flights from Hong Kong to about 180 locations worldwide, including 44 destinations in Chinese mainland.

"Our shop at Hong Kong International Airport will take us forward in our international branding strategy and developing our export market, while enhancing economic ties between the two places,"Li said.

Associate Director-General of Investment Promotion Francis Ho said Hong Kong has been a popular place for mainland companies to "go global".

"Thanks to our enduring business advantages, the city is a comprehensive platform for mainland companies and brands to expand to new markets," he said.