UHC Group Launches 'Yuhwasin' Brand Targeting Greater China... Appoints Myungho Seok as Local CEO

UHC Group Launches Brand 'Yuhwasin (宸)' Targeting Greater China... Appoints Myungho Seok as Local CEO

UHC Group will open its first premium hotel in China in the first quarter of next year, launching a new brand called 'Yuhwasin.' The Chongqing location, which will be the first Yuhwasin branch, will offer rooms and services optimized for the preferences of customers in Greater China.

Yuhwasin is positioned as a key pillar for UHC's future expansion in China and is a rebranded version of the boutique hotel brand UH SUITE. While maintaining the strengths of the previous brand, such as its oriental interior design and private jacuzzis, the new brand further enhances facilities and design elements to better reflect the preferences of local customers.

The first Yuhwasin branch is located in Jiefangbei Square, the main commercial district of Chongqing, and will offer more than 160 rooms. In addition to standard rooms for four guests, it will also provide rooms for six or more guests, accommodating the needs of group travelers.

Upon opening, this location will be registered on UHC's official app, 'STATION by UHC.' It will be the fourth brand to join the platform, following UH SUITE, UH CONTINENTAL, and UH FLAT.

Myungho Seok, who has been appointed as the CEO of the Chongqing subsidiary, has more than 10 years of experience operating a medical consumer goods brand and has conducted import and export business in 17 countries across Asia, Europe, and Africa. In China, he has built a strong network by supplying more than 60 tertiary general hospitals in regions such as Shandong, Guangzhou, and Chongqing. Based on this experience, he plans to lead Yuhwasin's branding and operations in Greater China.

Seok stated, "UHC-affiliated hotels already have a high proportion of foreign guests, especially those from Greater China. Therefore, I am confident in the competitiveness of the Yuhwasin brand," adding, "Starting with the megacity of Chongqing, we are also planning to expand into other major Chinese cities such as Beijing and Shanghai in the future."

Meanwhile, as UHC continues its expansion into Japan and China, it is also accelerating the addition of domestic locations. Currently, 'UH SUITE THE COEX,' located in Samseong-dong, Gangnam-gu, Seoul, achieved a room occupancy rate (OCC) of 94% in its first month after opening in March this year, prompting expansion work in the adjacent building to secure additional rooms. In the second half of the year, 'UH CONTINENTAL SEOUL' is scheduled to open in front of Seoul City Hall.