Hotel Shilla Makes First Entry into China with 'Shilla' Brand... Targeting Both Business and Tourism Demand

Shilla Monogram to Open in Xi'an, China on February 2
First Entry into Greater China Based on Three-Brand Hotel System
Featuring the Only Specialized Korean Restaurant in Xi'an

Hotel Shilla is entering the Chinese market for the first time with its 'Shilla' brand.

On January 6, Hotel Shilla announced that its lifestyle hotel brand 'Shilla Monogram' will open in Xi'an, China, on February 2. The company emphasized the significance of this move, as it marks the first entry into China since establishing its three-brand system centered on the top-tier luxury brand 'The Shilla', followed by Shilla Stay and Shilla Monogram.

Shilla Monogram Sian Hotel exterior. Courtesy of Hotel Shilla

Shilla Monogram is a hotel brand that offers a resort-style hotel experience reflecting the culture and lifestyle of each region, based on the brand assets accumulated by The Shilla. After its initial launch in Da Nang, Vietnam in 2020, and the opening in Gangneung, Korea last year, the brand is now expanding its presence to the Greater China region with the new property in Xi'an.

Shilla Monogram Xi'an is a 22-story lifestyle hotel with a total of 264 guest rooms. The hotel features three restaurants, including the only specialized Korean restaurant in the Xi'an area, a Chinese restaurant, and an all-day dining restaurant. Additional facilities include a 22nd-floor lounge, indoor swimming pool, sauna, fitness center, and more.

All guest rooms offer panoramic views of both the cityscape and natural scenery of Xi'an. The rooms have been designed with larger spaces compared to existing Shilla Monogram properties, catering to a variety of guest needs such as business and leisure stays.

With the recent implementation of visa-free entry for Koreans visiting China, demand for travel to China is increasing. Xi'an, which is accessible from Korea in about three hours by flight, is also attracting attention. In particular, the city is gaining popularity among parents as an educational travel destination for children, thanks to its rich historical and cultural content.

Xi'an is a historic city that served as the capital for 13 dynasties, from King Wen of the Zhou Dynasty to the Han and Tang Dynasties, and is the starting point of the Silk Road. The city is home to various cultural heritage sites, including the UNESCO World Heritage-listed 'Mausoleum of the First Qin Emperor' and the 'Terracotta Army', the large-scale historical performance 'The Song of Everlasting Sorrow' representing Xi'an, and the 'Xi'an City Wall', the largest surviving city wall built in the early Ming Dynasty.

Additionally, the nearby Gaoxin area is a core business district where advanced industries and corporate activities are concentrated. In line with China's development policies, large-scale investments continue in this area, and global electronics and IT companies have entered the Gaoxin High-Tech Industrial Development Zone.

Hotel Shilla's strategy is to gradually expand brand recognition and its business network in the Greater China market through this entry. Going forward, the company plans to refine its market entry strategies for each brand, utilizing the 'management contract' model commonly adopted by leading hotel operators, and tailoring approaches to local characteristics and demand. A Hotel Shilla representative stated, "Shilla Monogram Xi'an is positioned as a lifestyle resort hotel that will simultaneously meet the tourism demand of Xi'an and the business demand of the Gaoxin district."