On August 27, Jin Jiang Hotels (China Region) (锦江酒店中国区) announced a strategic partnership with Malaysia-based RIYAZ Group, with its subsidiary RJJ Hotels signing a management licensing agreement with Jin Jiang. Under the agreement, both parties plan to jointly develop more than 181 hotel projects over the next five years across Malaysia, Indonesia, Vietnam, Laos, Cambodia, and the Philippines.
Wang Wei, CEO of Jin Jiang Hotels (China Region), said the company is highly optimistic about the Southeast Asian market and will deploy localized teams to expand Chinese hotel brands overseas. “Our goal is to sign 500 hotels in Southeast Asia within five years,” Wang stated.
The cooperation builds on earlier moves: at the end of 2023, Jin Jiang Hotels began its multi-brand expansion into Southeast Asia with RIYAZ. According to the agreement, RJJ Hotels will oversee brand development, project support, and operational management for Jin Jiang’s portfolio in the six countries. Established in 2008 and headquartered in Kuala Lumpur, RIYAZ Group operates five brands—The RIYAZ, Dash, The Pure, TAN YAA, and Vivids Hotel—covering markets from economy to luxury resorts.
This year, Jin Jiang accelerated its overseas expansion: in April, Jin Jiang Metropolo signed its first hotel in Luang Prabang, Laos, slated to open in 2026; in June, Lavande Hotels opened its first Malaysian property on Victoria Street, Penang. According to Zhang Zhonghao, Senior Vice President of Jin Jiang Hotels, brands going abroad include Metropolo, Lavande, Jinjiang Inn, Yunsu, and Jingge.
Wang noted that Southeast Asia’s strong demand, cultural proximity, and logistical advantages make it the best choice compared to Europe. He stressed that quality over quantity is key, with the first batch of hotels serving as benchmarks.
Unlike previous expansion through acquisitions, this move adopts a light-asset model. Zhang explained that the company will focus on franchising and management, building local teams and supply chain systems to support rapid replication and scale-up. Jin Jiang has already deployed management teams in Malaysia, Indonesia, and Vietnam, establishing integrated mechanisms for development, project management, and operations to underpin future growth.