The Guangdong-Hong Kong-Macau Greater Bay Area today launched a three-week online shopping event to promote economic growth in the region.

Intended to strengthen both “emotional and commercial ties,” the shopping event, which runs until September 22, will largely be facilitated by Alibaba’s e-commerce platforms. Alibaba will also offer $3.9 million worth of digital coupons to consumers through its Taobao and Tmall platforms during the festival.

About 300,000 brands with a presence in the Greater Bay Area will be offering more than 13 million products as part of the festival, with a focus on cosmetics, food and appliances. According to a South China Morning Post report, Hong Kong brands in the festival include Chow Tai Fook and Maxim’s.

China’s Greater Bay Area region is an economic powerhouse in China with a population of about 86 million people and GDP of more than $1.7 trillion.

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China’s 618 Shopping Festival Rakes in Big Sales for E-Commerce Giants

JD.com said its 618 gross merchandising volume (GMV) reached 305.6 billion yuan ($47.48 billion) and the average turnover for what it described as its “core brands” was 4.3 times that of the same period last year.