H World Takes JI Hotel Brand to Malaysia and Cambodia, Strengthening Southeast Asia Presence

Rhea-AI Summary

H World Group (NASDAQ: HTHT) has announced a significant expansion of its JI Hotel brand in Southeast Asia, marking its debut in Malaysia and strengthening its presence in Cambodia with three new hotel signings. The expansion includes JI Hotel Downtown Kuala Lumpur (101 rooms) and two properties in Phnom Penh - JI Hotel Phnom Penh City Center (130 rooms) and JI Hotel Phnom Penh Mekong Riverside (110 rooms).

This expansion follows H World's recent growth in the region, including the introduction of Steigenberger in Cambodia, multiple brand entries in Laos, and the successful operation of JI Hotel Orchard Road Singapore. All three new properties are scheduled to open between Q2 and Q4 2026, featuring JI Hotel's signature blend of oriental aesthetics with modern comfort.

Positive

• Strategic expansion into new Southeast Asian markets with entry into Malaysia
• Asset-light portfolio growth with three new properties totaling 341 rooms
• Strong partnership model with local developers in key locations
• Successful track record demonstrated by JI Hotel Singapore's six years of operation

Negative

• Extended timeline for revenue generation with openings scheduled for 2026
• Potential operational challenges in adapting to new markets

Insights

Hospitality Industry Analyst

H World's strategic expansion of JI Hotels into Malaysia and Cambodia strengthens its Southeast Asian footprint with asset-light growth in high-potential markets.

H World's announcement of three new JI Hotels in Malaysia and Cambodia represents a calculated move to strengthen its Southeast Asian presence through its asset-light strategy. The company is entering Malaysia for the first time while deepening its footprint in Cambodia, marking important geographic diversification.

The timing is strategic, with all three properties slated to open in 2026, allowing for careful market entry planning. These midscale properties—a 101-room hotel in Kuala Lumpur, a 130-room property in Phnom Penh's business district, and a 110-room riverfront hotel also in Phnom Penh—are positioned in high-traffic urban locations that typically generate steady business demand.

What's particularly notable is H World's partnership approach with local investors like Saadiq Tri Venture, demonstrating how the company reduces capital expenditure risk while leveraging local market expertise. This follows the classic asset-light model that has proven successful for major hospitality groups seeking international expansion.

The expansion builds on H World's methodical regional development strategy, following recent entries into Cambodia with Steigenberger and MAXX brands, and into Laos with multiple brands. This multi-brand, multi-country approach allows the company to test different market segments across the region while creating operational synergies.

The reference to the successful six-year operation of JI Hotel in Singapore provides validation for the brand's international viability—a critical proof point for both investors and potential development partners that H World can successfully adapt its predominantly Chinese brand to international markets.

SINGAPORE, Sept. 20, 2025 /PRNewswire/ -- H World Group Limited (NASDAQ: HTHT; HK: 01179), a leading global hospitality group, announced the signing of three new JI Hotels in Kuala Lumpur, Malaysia and Phnom Penh, Cambodia. The milestone marks H World's debut in Malaysia and further expands JI Hotel's footprint in Southeast Asia, underscoring its commitment to building a diversified, asset-light portfolio across the region.

"This is an exciting step in our Asia Pacific strategy," said Murphy Zhu, President of H World Asia Pacific. "By introducing JI Hotel to Malaysia and deepening our presence in Cambodia, we are extending the international reach of one of our flagship brands. Beyond introducing a highly recognized Chinese brand, we are also bringing the strength of H World's supply chain, development expertise, and digital capabilities to our partners across Southeast Asia."

The new JI Hotel in Kuala Lumpur's city center, expected to open in Q4 2026, marks H World's first hotel in Malaysia.

Zhu said H World is thrilled to introduce its flagship JI Hotel to Malaysia, as the hospitality leader is expanding presence in Southeast Asian countries including Singapore, Cambodia, Laos and Thailand.

Expanding JI Hotels in Key Gateways in Southeast Asia

• JI Hotel Downtown Kuala Lumpur – Developed in partnership with Saadiq Tri Venture, this 101-room hotel is expected to open in Q4 2026 in the Dang Wangi district of Kuala Lumpur. Featuring the latest JI Hotel 5.0 design, the property will blend oriental aesthetics with modern comfort.
  
  "We highly value the proven success and reputation of the JI Hotel brand and look forward to bringing high-quality, value-driven hospitality to Kuala Lumpur," said Yang Shengwu, Chairman of Saadiq Tri Venture.
  
  
• JI Hotel Phnom Penh City Center– Situated in the city's central business and government district, this 130-room property will transform an existing building into a new benchmark for midscale hospitality. It is scheduled to open in Q2 2026.
  
  "Midscale and upper-midscale business demand in Phnom Penh is growing rapidly. The standardized yet flexible model of JI Hotel will ensure sustainable long-term success," said Liu Guangyu, investor of JI Hotel Phnom Penh Central.
  
  
• JI Hotel Phnom Penh Mekong Riverside – A 110-room new-build property overlooking the Mekong River, scheduled to open in Q3 2026. With direct access to Phnom Penh's cultural landmarks, the hotel will combine river-view dining with local cultural experiences.
  
  "By integrating Khmer cultural elements with JI Hotel's philosophy of oriental aesthetics, we aim to create a distinctive stay experience that reshapes Phnom Penh's hospitality landscape," said Seng Leng, investor of JI Hotel Phnom Penh Mekong Riverside.

Strengthening Regional Presence in Southeast Asia

Murphy Zhu said "Beyond introducing a highly recognized Chinese hotel brand to international markets, we are also bringing the strength of H World's supply chain, development expertise, and cost efficiency to our partners."

The new signings follow H World's recent expansion momentum in Asia Pacific:

• In July 2025, H World International announced the signing of Steigenberger Phnom Penh, the brand's first entry into Cambodia.
• In May 2025, H World entered the Laotian market with four signings in Vientiane and Luang Prabang, introducing IntercityHotel, Orange, and JI Hotel to the country. Notably, the Orange Hotel project marked the brand's global debut outside China.
• H World opened its first hotel in Cambodia—— MAXX Phnom Penh Downtown on December 28, 2024. It was MAXX's first project in the Asia Pacific region.

The announcement coincided with the sixth anniversary of the JI Hotel Orchard Road Singapore, the brand's first overseas property. Since opening, the hotel has demonstrated consistent success, underpinned by H World's mature operational capabilities and its ability to adapt to international markets.

"Looking ahead, H World will continue to scale its presence in Asia Pacific with a standardized yet locally adapted model," added Zhu. "Step by step, we are creating long-term value for both travelers and investors. We are committed to enhancing the global influence and service competitiveness of Chinese hotel brands, and establishing an outstanding benchmark from the East within the international hospitality landscape."

About H World Group Limited

Headquartered in China, H World Group Limited (NASDAQ: HTHT; HK: 01179) is a leading global hospitality company with a diversified portfolio including Steigenberger Icons, Steigenberger Hotels & Resorts, MAXX, HanTing, JI Hotel, Crystal Orange Hotel, among others. The Group emphasizes asset-light operations, digital innovation, and strategic brand development to drive sustainable international growth.

For more information, please visit H World's website: https://ir.hworld.com

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SOURCE H World Group

FAQ

What new hotels did H World Group (HTHT) announce in Southeast Asia?

H World announced three new JI Hotels: a 101-room hotel in Kuala Lumpur, Malaysia, and two properties in Phnom Penh, Cambodia - a 130-room City Center location and a 110-room Mekong Riverside property.

When will the new H World JI Hotels open in Malaysia and Cambodia?

The JI Hotel Downtown Kuala Lumpur will open in Q4 2026, while the Phnom Penh properties are scheduled to open in Q2 2026 (City Center) and Q3 2026 (Mekong Riverside).

How many rooms will H World's new Southeast Asian JI Hotels have?

The three new JI Hotels will have a total of 341 rooms: 101 rooms in Kuala Lumpur, 130 rooms in Phnom Penh City Center, and 110 rooms at Phnom Penh Mekong Riverside.

What is H World Group's recent expansion history in Southeast Asia?

H World has recently expanded with Steigenberger Phnom Penh, four properties in Laos (including IntercityHotel, Orange, and JI Hotel brands), and operates the successful JI Hotel Orchard Road Singapore, which opened six years ago.

How is H World adapting its JI Hotel brand for international markets?

H World is implementing a standardized yet locally adapted model, blending oriental aesthetics with modern comfort while incorporating local cultural elements, such as Khmer influences in Cambodia.