China’s Jin Jiang Hotels Makes Strategic ASEAN Debut with Malaysia Based RJJ Hotels in Cross Border Hospitality Power Move

Hotel News: A Game Changing Licensing Deal Set to Redefine Southeast Asia’s Hotel Landscape

In a bold move poised to shake up the hospitality scene in Southeast Asia, Malaysia’s RJJ Hotels Sdn. Bhd.—a subsidiary of the fast-growing RIYAZ International group—has officially entered into a strategic licensing partnership with Jin Jiang Hotels China Region, the world’s second-largest hotel group by property count. The groundbreaking agreement paves the way for a massive rollout of international hotel brands across Southeast Asia, starting with the first Hotel Management Agreement (HMA) in Luang Prabang, Laos. This Hotel News report marks the start of what industry watchers are calling one of the most significant cross-border hospitality collaborations to date.

RJJ Hotels has been granted licensing rights to manage and grow five of Jin Jiang’s signature brands throughout the ASEAN region. The Malaysian hospitality group has ambitious plans: sign up to 200 hotel management contracts and oversee operations of more than 100 hotels over the next five years. The targeted markets include Malaysia, Indonesia, Vietnam, Cambodia, the Philippines, and Laos—each country offering vast opportunities in both the tourism and business sectors.

Luang Prabang Chosen as the First Landmark Site for Expansion

The journey begins in Luang Prabang, the ancient royal capital of Laos and a UNESCO World Heritage site, where RJJ Hotels has signed its inaugural Hotel Management Agreement. The deal is in partnership with Sanher Investment & Development Co. Ltd., which will oversee the construction of a Metropolo hotel scheduled to open in early 2026. As one of Jin Jiang Hotels’ most iconic and historically rooted brands, Metropolo offers refined 4- to 5-star accommodations that integrate local cultural elements with modern luxury. With more than 100 rooms planned, the Luang Prabang Metropolo will cater to high-end travelers seeking immersive cultural experiences in one of Southeast Asia’s most enchanting cities.

“This project reflects our confidence in the long-term potential of Southeast Asia’s tourism sector. We believe the Metropolo brand, under the guidance of RJJ Hotels, will deliver high-quality experiences that reflect the rich heritage of Luang Prabang,” said Liu Hegeng, General Manager of the Hotel Department at Sanher Investment & Development Co. Ltd.

Malaysia Positioned as Command Center for ASEAN Expansion

With this major international partnership, Malaysia has now been designated as the operational headquarters for RJJ Hotels’ regional ambitions. Its strategic location and role as ASEAN Chair make it an ideal base for hospitality development. According to Malaysia’s Ministry of Tourism, the country welcomed more than 25 million international visitors in 2024 alone. This figure is expected to surge further with high-profile events lined up, including the ASEAN Summit, Visit Malaysia 2026, and the Southeast Asian Games.

“This partnership is a strong signal of confidence in the ASEAN hospitality market,” said Mohammed Amin Mohammed Sidek, Executive Director of RJJ Hotels. “RJJ is well placed to redefine cross-border hotel development by combining our regional management experience and local cultural insight with Jin Jiang Hotels’ sophisticated systems and brand strength.”

Diverse Portfolio of Brands Poised for Rapid Regional Deployment

Through this expansive agreement, RJJ Hotels will lead the management and rollout of five distinctive Jin Jiang brands across urban and resort locations:

–Metropolo Jin Jiang Hotels: Upscale 4- to 5-star city hotels tailored for culturally rich destinations

–Ginco Hotel: Premium 5-star luxury resort brand aimed at high-end leisure travelers

–Renjoy Hotel: Elegant 5-star resorts with a focus on comfort and rejuvenation

–Lavande: Midscale hotels targeting the business segment

–Jinjiang Inn: High-quality economy hotels that blend affordability with efficiency

Discussions are already underway with property owners and investors in cities such as Kuala Lumpur, Penang, Johor, Sabah, Jakarta, Bali, Hanoi, Vientiane, Ho Chi Minh City, Ha Long Bay, and Manila. The goal is to plant the flag of Jin Jiang’s world-class hospitality across both major cities and up-and-coming tourist hubs.

Investor Conference Set to Unveil Roadmap for Regional Growth

To further catalyze interest and collaboration, RJJ Hotels will host a major investor conference on August 27, 2025, at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. The event is expected to draw over 400 key players from China and across ASEAN, including hotel developers, institutional investors, tourism authorities, and suppliers.

The conference will showcase Jin Jiang Hotels’ brand portfolio, reveal upcoming development plans, and unveil the introduction of the Jin Jiang Global Purchasing Platform (GPP) into the Southeast Asian market. Managed by NOVAC Hospitality Sdn. Bhd., GPP will streamline procurement for hotels by centralizing access to high-quality Furniture, Fixtures, and Equipment (FF&E) as well as Operating Supplies and Equipment (OS&E). This approach is expected to significantly reduce operational costs, improve consistency, and accelerate project timelines across the region.

Jin Jiang Hotels Expands Its Global Footprint with Strategic Precision

Jin Jiang Hotels China Region is part of the broader Shanghai Jin Jiang International Hotels (Group) Company Limited. The group operates over 17,300 hotels with more than 1.64 million rooms across 55 countries. It also controls several global brands under its corporate umbrella, including Radisson Hotel Group, Groupe du Louvre, and Vienna Hotel Group. With a global loyalty base exceeding 200 million members, the group brings a wealth of experience and customer access to the ASEAN region.

Its diverse portfolio targets different segments, from high-end luxury to premium economy. In Southeast Asia, this translates to opportunities for every travel demographic—from corporate travelers and event planners to backpackers and luxury vacationers.

RJJ Hotels Rising as a New Regional Powerhouse

RJJ Hotels Sdn. Bhd. is no stranger to regional hospitality circles. As a subsidiary of RIYAZ International, the group already manages a growing portfolio of lifestyle-focused resorts and hotels, including its trendy dash brand. With a team of hospitality veterans and a strong in-house design and development unit, RJJ Hotels brings a holistic approach to hotel management—from conceptualization to execution.

Its leadership team views the Jin Jiang licensing agreement not just as an expansion, but as a repositioning. By combining local insights with Chinese hospitality scale and tech-driven operational systems, RJJ Hotels hopes to offer uniquely localized guest experiences backed by international standards.

A Strategic Alliance That Could Reshape Tourism Across Southeast Asia

With the hospitality industry undergoing a rapid transformation post-pandemic, the timing of this alliance could not be more opportune. Travel is rebounding sharply across Southeast Asia, especially in leisure and cultural tourism segments. Cities like Luang Prabang, with their deep cultural roots, are emerging as high-value destinations. Likewise, countries like Malaysia and Vietnam are ramping up efforts to attract not just tourists, but long-term hospitality investments.

The Jin Jiang and RJJ Hotels partnership fills a major gap in the region—mid- to high-end accommodations that blend world-class amenities with authentic local experiences. Their phased rollout plan, backed by integrated procurement and centralized brand support, offers a strong framework for sustained regional growth. Analysts believe this is not just a licensing agreement but the blueprint for a new hospitality paradigm in Southeast Asia. With Malaysia at the helm, and Chinese investment and branding prowess behind it, this is a partnership that could set new standards in hospitality excellence.

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