China-based sports goods company Li Ning has opened its first flagship store in Singapore, marking the group's expansion into the south-east Asia badminton market.

The company describes the new store at the ION Orchard mall as a "badminton paradise", including badminton sportswear and a wide range of racquets.

Li Ning Company CFO Nicholas Chong said: "The decision to launch our first Li Ning flagship store out of China, in cosmopolitan Singapore city, is an important step of the group's strategy in sports category differentiation and brand internationalisation."

He added that expansion into the market showed the company's determination to become the sports brand "synonymous with badminton", as well as laying a foundation for future international expansion.