New Oriental Education and Technology Group has participated in a round for Yamibuy, which sells Asian consumer items to North America-based customers.

US-based cross-border e-commerce platform Yamibuy secured $10m in a series A round featuring private educational service provider New Oriental Education and Technology Group on Monday.

Venture capital firm GGV Capital led the round, which included fellow VC firm K2VC. The series A round is the company’s first institutional funding.

Founded in 2013, Yamibuy operates an e-commerce platform that sells specialist consumer goods from Asia to customers situated in North America.

The company claims the platform has more than 500,000 registered…