he change was confirmed in a company press release shared with industry outlet GGRAsia on September 9, 2025.
Hong Kong-listed Shin Hwa World Ltd has announced a major rebranding of its casino at Jeju Shinhwa World Resort, renaming it “LES A Casino.” The move is designed to strengthen market positioning and attract new visitors, marking a shift away from the original “Landing Casino” brand that has been in place since opening.
The change was confirmed in a company press release shared with industry outlet GGRAsia on September 9, 2025.
New Brand Identity
Shin Hwa World noted that its rebranding initiative has been underway since 2022, following the appointment of a new management team. The corporate overhaul began when Landing International Development Ltd. officially transitioned to Shin Hwa World Ltd. in December 2022.
The new LES A Casino logo centers around the letter “A”, symbolizing both the beginning of the alphabet and the company’s ambition to be recognized as “first and best.” Executives emphasized that the change represents more than a cosmetic update—it reflects the group’s determination to become a leader in Korea’s highly competitive casino sector.
According to the company, the refreshed brand identity underscores its commitment to delivering premium customer service and signals a longer-term strategic transformation. Reinforced marketing campaigns and outreach efforts are expected to support the new branding, with a focus on Japan, Northeast Asia, and selected international markets.
Financial Pressures Prompt Rebrand
The rebranding comes as Shin Hwa World faces mounting financial challenges. At the end of August, the company reported a net loss of HK$244.4 million (US$31.4 million) for the first half of 2025, widening from a HK$231.5 million (US$29.7 million) loss during the same period last year.
Revenue for the first six months of 2025 fell 21.8% year-on-year to HK$410.4 million (US$52.6 million). Management attributed the decline to weaker performance across the resort and casino operations, lower hotel room rates, and reduced overall spending within the resort complex.
Operating a large-scale integrated resort in Jeju has proven difficult due to its reliance on foreign visitors, whose travel patterns remain unpredictable. Analysts further note that intensified regional competition and uneven post-pandemic recovery trends have placed additional strain on operators.
