Lee Hae-rin is a City Desk reporter at The Korea Times, covering social issues, tourism and taekwondo. She is passionate about speaking up for the rights of minorities, including women, LGBTQ+, people with disabilities and animals as well as discovering the latest makgeolli trend in town. Feel free to reach her at lhr@koreatimes.co.kr.
Hanwha's new luxury resort opens at foot of Mount Bukhan
Autumn leaves blanket the landscape surrounding the ANTO resort in northern Seoul. Courtesy of Hanwha Hotels & Resorts
By Lee Hae-rin
Hanwha Hotels & Resorts has introduced its new luxury brand, ANTO, after acquiring a premium property in northern Seoul, signaling its ambitions to stake a larger claim in Korea’s high-end resort market.
During a press briefing, Monday, officials introduced the brand and shared its vision for the future. ANTO, launched last month, combines the Korean words for “comfort” and “earth,” embodying the philosophy of offering guests peace and wellness rooted in nature under the brand slogan “Where luxury meets tranquility.”
Located along the foot of Bukhansan National Park, just 40 minutes from central Seoul, the property, formerly Paraspara Seoul, garnered recent media attention for hosting the members of Coldplay during their Korea tour. The property offers several standout features including its prime location, stunning natural views and extensive wellness amenities.
“ANTO is the only space in the city that combines urban accessibility with a deep connection to nature,” officials said. “We aim to reflect values of wellness and sustainability while delivering unique guest experiences.”
A wooden bathtub with a mountain view is seen from a room at the ANTO resort in northern Seoul. Courtesy of Hanwha Hotels & Resorts
With the launch, Hanwha became the only operator in Seoul to run both a luxury hotel and a premium resort. The company manages 12 resorts and lodging properties across major tourist destinations nationwide, including The Plaza Seoul situated near City Hall in downtown Seoul.
The acquisition involved a 30 billion won ($21.5 million) investment, including a capital increase of 29.5 billion won. Hanwha officials said that even after assuming existing debt, the deal generated nearly 200 billion won in value compared to market estimates.
Leveraging Hanwha’s expertise as a renowned hotel and resort operator, the resort plans to introduce expanded wellness programs and enhance family facilities with more play areas and ecological learning spaces. Dining services are undergoing a full renewal and upgraded digital features will allow guests to check in, order room service and manage bookings via mobile app.
While the resort aspires to become “Seoul’s signature healing destination” through premium service and its distinct environment, membership sales will begin in October, with Hanwha aiming to raise its current membership sales rate from about 20 percent to 60 percent by 2026. Foreign tourist outreach will also expand through Hanwha’s global sales network, officials noted.