Internet domain name registry service provider Afilias Limited is working with’s HiChina to help Chinese brands take advantage of ICANN’s new TLD program.

ICANN approved the new TLD program this week at the current ICANN global meeting in Singapore.

The agreement names HiChina as Afilias’ preferred new TLD partner in China. Chinese brands who intend to establish a dot.BRAND presence online will benefit from the combined resources of Afilias, a global leader in new TLD registry services, and HiChina, a trusted Chinese market Internet expert.

“Chinese consumers want domain names and websites in their own language. The combined experience of Afilias and HiChina will provide a great user experience for the Chinese market,” said Bridge Song, vice president of HiChina.