HLB F&B Brings “Unscripted by Hyatt” to Jinan Red Ginseng Bill

HLB F&B announced on the 23rd that it has finalized the introduction of Hyatt's upscale collection brand, “Unscripted by Hyatt,” to its commissioned operation “Red Ginseng Bill.”

At the Red Ginseng Bill brand partnership agreement ceremony held on the 20th in the Jinan County Governor’s Office of Jeonbuk Special Self-Governing Province, Kim Jongwon, Vice Chairman of HLB Group (from the left), Choi Kyungsoo, Vice President of Hyatt, Nicholas A.C., Area Vice President-Korea and Vice President of Hyatt, Chunsoong Jeon, Governor of Jinan County, Lee Kyungyoung, Deputy Governor, and Jeong Nankyung, Tourism Section Chief, took a commemorative photo. HLB F&B

Unscripted by Hyatt is a brand that offers a differentiated accommodation experience by combining the global reservation and membership system with the unique character and local identity of each individual hotel.

Following the existing Red Ginseng Bill, a new hotel currently under construction in the northern area of Maisan will also be operated under the Hyatt brand, expanding the total number of rooms to 100. The new hotel is scheduled to break ground in August and aims for completion in the second half of 2028, with HLB F&B responsible for commissioned operations.

HLB F&B was selected as the commissioned operator of Red Ginseng Bill through a public bidding process in May last year. Aiming to promote regional coexistence and boost tourism, the company invested 400 million won to give the entire facility a modern renovation over a four-month period.

Jinan County and HLB F&B plan to transform Jinan’s tourism model to focus on longer stays and upscale experiences, leveraging the introduction of the Hyatt brand and expanding accommodation infrastructure, including the new hotel. Their strategy includes building a healing tourism belt connecting Maisan, Jinan Yongdam Lake, and the National Jinan Highland Forest Healing Center, as well as strengthening tourism infrastructure linked to nearby ecological resources to inject new vitality into the local economy.

Hyatt’s decision to select Jinan as a partner is based on its outstanding natural environment and unique tourism assets. The area’s global tourism potential has been highly regarded, centered around Maisan—which boasts the highest Michelin Guide rating and has been named by CNN as “the most beautiful temple in Korea.” Hyatt has proven its competitiveness as a global hotel brand, operating more than 1,300 hotels in 76 countries worldwide.

Dae Yong Kim, CEO of HLB F&B, stated, “With the introduction of the Hyatt brand, Red Ginseng Bill will be re-established as an upscale hotel equipped with global-level services and operational standards. Based on Hyatt’s global network and management expertise, we will further enhance the customer experience and grow into a competitive hotel through differentiated content.”

This content was produced with the assistance of AI translation services.