HUALUXE Hotels & Resorts, IHG Hotels & Resorts’ Chinese-inspired premium hotel brand, has partnered with Eastern lifestyle brand SHANG XIA to bring Chinese craftsmanship, contemporary design and cultural experiences into the guest journey across Greater China.
The partnership, announced on August 25, 2026, will initially introduce two key initiatives: a co-branded bath amenities collection and a series of seasonal cultural experiences under HUALUXE’s HUALUXE Gathering platform.
The new bath amenities collection has been developed around SHANG XIA’s signature fragrance, featuring the calming aroma of tea. Designed to combine traditional Chinese sensibilities with a contemporary aesthetic, the collection is scheduled to progressively roll out across HUALUXE hotels in Greater China from September 2026.
The collaboration extends beyond in-room amenities, with HUALUXE and SHANG XIA also planning a series of cultural activations in Shanghai, Shenzhen and Beijing. Beginning in August, guests will be able to experience seasonal programming incorporating bamboo-weaving craftsmanship, tea appreciation, Chinese-inspired refreshments and SHANG XIA product experiences.
The partnership is intended to create a more immersive expression of Chinese culture within hospitality, using everyday guest touchpoints such as fragrance, bathing products, tea, food and craftsmanship rather than limiting cultural references to hotel architecture and interiors.
“Since its establishment, HUALUXE Hotels & Resorts has been committed to exploring new ways to bring cultural heritage into contemporary hospitality offerings,” said Rita Jiang, Chief Commercial & Marketing Officer, IHG Greater China. “We believe the true value of Chinese aesthetics lies in its ability to connect cultural heritage with modern lifestyles.”
Jiang said the partnership brings together two brands with a shared interest in combining craftsmanship, contemporary design and hospitality to create meaningful experiences for today’s travellers.
Weili Liu, CEO of SHANG XIA, said the brand has continued to explore how modern design can bring craftsmanship closer to everyday life. “Our collaboration with HUALUXE Hotels & Resorts reflects a shared vision to integrate traditional artistry into new guest stay,” Liu said, adding that SHANG XIA would continue to use design as a bridge between craftsmanship and contemporary lifestyles.
Founded in 2012 by IHG, HUALUXE was created specifically around Chinese consumer preferences and traditions of Chinese hospitality. The brand incorporates Chinese cultural heritage into its hotel design, service, food and beverage concepts and social spaces.
IHG currently lists 27 HUALUXE hotels operating across Greater China, with another 20 hotels in the development pipeline. The brand’s proposition is centred around Chinese approaches to hospitality and social interaction, including its “eat” and “meet” concepts, Chinese restaurants, tea spaces and the HUALUXE Gathering programme.
HUALUXE Gathering serves as a platform for cultural exchange, bringing guests together through curated collaborations, culinary experiences and cultural programming. The SHANG XIA partnership adds another dimension to the platform by connecting guests directly with traditional craftsmanship and contemporary Chinese design.
SHANG XIA, meanwhile, positions itself as an Eastern lifestyle brand rooted in Chinese craftsmanship and contemporary design. Its work reinterprets traditional Chinese savoir-faire through modern products and experiences, incorporating techniques and materials including bamboo, lacquer, fine porcelain, textiles and other specialist crafts.
The company has physical locations in Shanghai, Beijing, Shenzhen and Hangzhou, alongside digital platforms through which it promotes its approach to contemporary Eastern living.
For HUALUXE, the collaboration comes as the brand continues to strengthen its China-focused identity while expanding its hotel network. Rather than simply presenting Chinese cultural motifs, the partnership with SHANG XIA allows the brand to integrate elements of Chinese heritage into tangible parts of the stay, from the scent and design of bathroom amenities to tea rituals, food and hands-on craft experiences.
