Shinsegae Chosun Hotel to launch new Grand Josun brand

A computer-generated image of Grand Josun Busan, which Shinsegae Chosun Hotel will open in the southeastern port city in August / Courtesy of Shinsegae Chosun Hotel

By Jun Ji-hye

Shinsegae Chosun Hotel has named its new brand scheduled to be unveiled this year Grand Josun, the hotel operator said Friday, noting that it plans to open the first two properties of the new brand in Busan and on Jeju Island this year.

The accommodation arm of Korean retail giant Shinsegae Group said the new brand will offer a world-class hospitality experience from a five-star hotel, while maintaining its pursuit of upholding traditional values.

By showcasing the new brand, Shinsegae Chosun Hotel is aiming to expand its influence in the domestic hospitality industry, while identifying new growth engines to make a new leap forward as a global hotel brand.

It has steadily served guests for about 100 years, making itself the hotel with the richest history in Korea.

The hotel said it came up with the new brand identity of Grand Josun with due respect to its time-honored tradition, noting that its strong determination to be recognized as a respectable international hotel brand and to open a new chapter of operating the five-star standalone hotel brand are reflected in its new brand identity.

The brand name of Grand Josun is the combination of the adjective “Grand” to convey its grandiosity and the noun “Josun” from The Westin Chosun Hotel to cherish its century-old history.

Under the slogan of “Journey to Delightful Moments,” Grand Josun aims to offer a thoughtful and memorable service that its guests cannot forget, it said.

With hard-earned know-how and lessons from its century of experience, Shinsegae Chosun Hotel has filled the new five-star Grand Josun with facilities and programs that will guarantee guests unforgettable memories.

During their stay at the Grand Josun, guests can enjoy indoor and outdoor activity programs in addition to culinary experiences.

The hotel plans to open the Busan property in August.

The remodeled Novotel Ambassador Busan has been reborn as the Grand Josun Busan ― a new five-star hotel with 330 guest rooms.

The Grand Josun Jeju, located in Jungmun Tourist Complex on Jeju Island, is also gearing up for its grand opening in December.

A computer-generated image of Grand Josun Jeju, which Shinsegae Chosun Hotel will open on the resort island in December / Courtesy of Shinsegae Chosun Hotel

Shinsegae Chosun Hotel has remodeled the Kensington Jeju Hotel, which existed previously on the site, and has added another building to offer 50 additional guest rooms, creating a five-star hotel with 271 guest rooms.

Mainly targeting family guests, the Grand Josun Busan and Grand Josun Jeju boast child-friendly floors, themed children's rooms, family suites and programs for children that families can enjoy both indoors and outdoors.

The heritage of Shinsegae Chosun Hotel is well-reflected in the interior design of the lobby, lounge and other public places of the new brand.

The panoramic views of the swimming pool, fitness center and sauna make the wellness areas even more special.

In addition, restaurants and bakeries uphold the brand's traditional values to present culinary delights.

Humbert&Poyet, founded by design and fashion enthusiasts Emil Humbert and Christophe Poyet, was in charge of the design and artwork of Grand Josun.

While comparatively new to the hospitality industry, Humbert&Poyet is one of the world's most-sought-after design companies.

Humbert&Poyet are based in France and Monaco, and are often regarded as designers representing millennials, the generation born between the early 1980s and the early 2000s.

Collaborating with Grand Josun, they plan to showcase their flawless understanding of vacation destinations, exotic interpretations and timeless designs.

For the successful launch of the new brand, Shinsegae Chosun Hotel has implemented structural reforms, renewing its organization chart for smooth operation of the new brand properties and new hires.

Also, it has pooled the wisdom of its employees by creating new teams immediately directed by the CEO and fostering synergy among each property to reduce inconsistency.

“To make another meaningful leap forward, we have decided to name our new five-star brand Grand Josun and open two properties later this year in Busan and on Jeju Island, which are among the most popular cities for tourists in Korea,” Shinsegae Chosun Hotel CEO Han Chae-yang said.

“We will focus our full capacity for the successful launching of the new brand, which is both a valuable platform and a whole new place to stay, by continuously upholding the time-honored traditional values and legitimacy and making strides in all aspects.”