Hong Kong-listed Shin Hwa World Ltd, the promoter of Jeju Shinhwa World, a resort complex with a foreigner-only casino on South Korea’s holiday island of Jeju, has announced the rebranding of the gaming venue at the complex. The gaming venue is now branded “LES A Casino”, replacing the “Landing Casino” moniker.
That is according to a press release sent to GGRAsia on Monday.
According to the firm’s announcement, the new logo intends to represent the first letter of the alphabet, aiming to showcase the company’s ambition of being the “first” and “best”. It is also said to represent the firm’s determination to be a leader in the casino sector, providing high-quality service to its customers.
Shin Hwa World Ltd said it had been working on the rebranding efforts since 2022, following the inauguration of a new management team and a repositioning of its brand.
The company was known as Landing International Development Ltd until December 2022.
Following the rebranding exercise, the casino firm said it plans to step up its promotional efforts targeting Japan and other Northeast Asian markets, as well as exploring potential new markets.
In late August, the Hong Kong-listed firm reported a net loss of just below HKD244.4 million (US$31.4 million) for the first six months of 2025, compared with a HKD231.5-million loss a year earlier.
Revenue for the first half of this year stood at just below HKD410.4 million, down 21.8 percent year-on-year.
The firm said at the time that one reason for the worsening results was a decline in revenue from the group’s integrated resort and gaming businesses, “due to the pressure on [hotel] room prices and dampened customer spending during the period”.
