Asia Overview - A very discreet shot in Seoul, South Korea

In immersion - We know the South Koreans for their series, their semi-conductors and their acute sense of design. Less so for their hotel flair. And yet, in the hushed but fierce world of hospitality, Seoul is beginning to make its mark.

France, the world's leading tourist destination, is attracting the keen eyes of South Korean investors, who are always on the lookout for tangible, profitable and glamorous assets. Hotels, that discreet temple of luxury and long-term profitability, have become their new hobbyhorse.

Groups such as Mirae Asset Global Investments and Korean Teachers' Credit Union have already set foot in the lobby: Park Hyatt in New York, Fairmont in San Francisco, InterContinental in Sydney... Why not Paris, Lyon, Marseille tomorrow?

Europe, in search of capital and post-Covid reinvention, is a prime target.

The South Korean doesn't talk much, but he buys well. He likes premium locations, international brands and stable returns. He doesn't invest to make a splash, but to build a dynasty. Discreet, but formidably strategic. A partner like few others, in an industry where you see everything.

So, from Seoul to Saint-Germain, is a new hospitality corridor emerging? And when Asia takes an interest in your hotels, it's rarely to book a room.

Among the emblematic South Korean investors in the hotel sector in France, Sono Hospitality Group stands out in particular. In February 2024, this group made its first European acquisition by signing a promise to purchase the 4-star Dame des Arts hotel, located in the 6ᵉ arrondissement of Paris. This transaction, valued at around €120 million, reflects the growing interest of South Korean investors in quality hotel assets in France .

These investments demonstrate the strategy of South Korean investors to diversify their portfolios with top-tier property assets in Europe, particularly in France.

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@credit photos | Courtesy of our overseas correspondent