Hualuxe names brand ambassador to present classic Chinese aesthetics

Hualuxe Hotels and Resorts, a premium offshoot of British company IHG Hotels and Resorts, recently announced a partnership with a new brand ambassador — Chinese actor Bai Jingting — who will convey the elegance and charm of Chinese aesthetics.

Along with the announcement, Hualuxe is launching a new experience titled Eight Refined Cultural Activities. It extends the iconic Hualuxe Gathering initiative, which was introduced to bring Chinese aesthetics and cultural heritage to life, transforming hotels into platforms for cultural immersion and exchange.

The eight refined cultural activities include immersive experiences such as tea ceremonies, Go games, musical performances, gardening, savoring the sound of rain, calligraphy and literary pursuits, according to the hotel.

Florence Hu, chief marketing officer of IHG Greater China, said: "Adhering to IHG's 'in China, for China' commitment and a deep understanding of the Chinese market, we made farsighted decisions on Hualuxe. As a premium hotel brand tailored for Chinese guests and travelers who appreciate Chinese culture, Hualuxe Hotels and Resorts continually creates a unique stay experience that embodies Chinese cultural heritage.

"With this in mind, we are delighted to be joined by actor Bai Jingting as our brand ambassador, as his gentle and elegant demeanor perfectly align with the Hualuxe brand. Together, we aim to bring Hualuxe's Chinese aesthetics to a new generation of travelers, showcasing the charm of Chinese culture."

Bai said: "I am thrilled to become the brand ambassador for Hualuxe Hotels and Resorts. In Hualuxe hotels, the essence of Chinese culture permeates every aspect, from the refined experiences of dining and seasonal transitions to captivating moments. Join me at Hualuxe to immerse yourself in the timeless beauty of Chinese aesthetics."

Since its establishment in 2012, Hualuxe has been dedicated to providing guests with a hotel experience rich in Chinese cultural characteristics. It seeks to weave Chinese elements into every detail of the guest's stay, encompassing aspects of clothing, food, accommodation and Hualuxe Gathering, according to the hotel.

Hualuxe's revamped architecture features traditional Chinese craftsmanship and color palettes. Its gardens showcase the essence of traditional Chinese garden design, while interior spaces present the aesthetics of traditional architecture.

The brand collaborated with Chinese ink brush artist Chen Jiu to incorporate classical Chinese opera into room amenities, including key cards, umbrellas and paper bags, giving guests the opportunity to appreciate Chinese art throughout their surroundings.

In collaboration with Chinese fashion designer Grace Chen, Hualuxe has created a series of new staff uniforms inspired by Chinese cultural aesthetics.

"The modern designs embody both elegance and resilience, showcasing the beauty of the East in every gesture and conveying the allure of Chinese heritage to guests," according to Hualuxe.

Hualuxe Gathering, meanwhile, tailors to the habits of Chinese travelers and conveys the elegance of Chinese culture and etiquette through unique culinary and social experiences.

As a partner of TV series Changfengdu, or Destined, starring brand ambassador Bai Jingting, Hualuxe is offering a themed afternoon tea that presents the unique charm of Chinese cuisine through handmade snacks.

Some hotels are taking this further, with Hualuxe Xi'an Chanba inviting a nationally acclaimed senior tea artist, who is also a longspout teapot performer, to showcase Chinese tea culture. Hualuxe Shanghai Changfeng Park is introducing a fusion afternoon tea, incorporating Chinese tea leaves, soy milk and traditional Shanghai yogurt into Western-style desserts. Meanwhile, Hualuxe Kunshan Huaqiao is offering a Kunqu Opera-themed afternoon tea, where guests can experience traditional Chinese cuisine and culture.

Hualuxe Hotels and Resorts has a total of 20 hotels in operation and 22 hotels under construction in China. Upcoming new hotels include the Hualuxe Nanjing Yuhua, Hualuxe Sanya Yalong Bay Resort and Hualuxe Guiyang Financial City.