HUALUXE Hotels & Resorts, part of IHG Hotels & Resorts, has partnered with SHANG XIA, a Chinese lifestyle brand known for its work in design and craftsmanship. The collaboration centers on two pieces: a cobranded bath amenities collection and a series of cultural experiences for guests. Both brands say the project reflects a shared interest in connecting traditional Chinese craftsmanship with modern hospitality.
The bath amenities line draws on SHANG XIA’s signature fragrance, which is built around tea. The collection pairs that scent with contemporary packaging design, and it is set to roll out gradually across HUALUXE hotels in Greater China starting in September. According to the companies, the goal is to give guests a sensory touchpoint that carries through their stay, rather than a standalone product.
Cultural Programming Expands Across Three Cities
The partnership also extends into HUALUXE Gathering, the brand’s ongoing cultural series that pairs curated collaborations with culinary events and social programming. Starting in August, HUALUXE and SHANG XIA will introduce seasonal offerings in Shanghai, Shenzhen, and Beijing. These sessions will rotate through different themes tied to the calendar, including:
- Bamboo weaving demonstrations
- Tea appreciation sessions
- Chinese-inspired refreshments
- Product experiences tied to seasonal occasions
The events are meant to give guests hands-on exposure to craft traditions rather than a purely visual or decorative experience. Specific dates and formats for each city have not yet been announced.
Executive Comments
Rita Jiang, Chief Commercial and Marketing Officer for IHG Greater China, said HUALUXE has focused since its founding on translating cultural heritage into contemporary hospitality formats. She said, “Our collaboration with SHANG XIA reflects a shared vision of bringing together craftsmanship, contemporary design, and hospitality to create meaningful moments for today’s travelers.”
Weili Liu, Chief Executive Officer of SHANG XIA, said the brand has spent 16 years exploring how traditional craftsmanship can fit into everyday modern life. She said, “Our collaboration with HUALUXE Hotels & Resorts reflects a shared vision to integrate traditional artistry into new guest stay. Looking ahead, SHANG XIA will continue to use design as a bridge between craftsmanship and contemporary lifestyles.”
Background on HUALUXE
HUALUXE Hotels & Resorts launched in 2012 with a focus on hospitality experiences shaped by Chinese culture. The brand currently operates 27 hotels across Greater China, with another 20 in the pipeline.
For now, the collaboration is limited to the bath amenities line and the seasonal cultural programming in the three named cities. Whether it expands to additional markets or product categories has not been disclosed by either company.
