Sonoh International, a subsidiary of Daemyung Sonogroup, will officially open the premium resort 'Sol Beach Namhae' on July 5 in Namhae, Gyeongsangnam-do. This is the fourth Sol Beach brand following Yangyang, Samcheok, and Jindo. Sol Beach Namhae is a privately funded project that has come to fruition 12 years after an investment agreement was signed in 2013 by Namhae County, Gyeongsangnam-do, and Daemyung Sonogroup. Construction began in October 2019. It is the first new establishment in six years since Sol Beach Jindo.
On the 25th, Daemyung Sonogroup held a preview event for Sol Beach Namhae and revealed the group’s blueprint. Recently, Daemyung Sonogroup has been exploring synergies with the global resort business by securing international direct flight routes through the acquisition of the low-cost airline (LCC) T’way Air.
◇ Revitalizing tourism in Namhae, an aging region, for 'regional coexistence'
According to Daemyung Sonogroup, the opening of Sol Beach Namhae is expected to serve as a catalyst for attracting year-round tourists and revitalizing the local economy in Namhae, a region relatively lacking in accommodation and leisure infrastructure. The symbolic significance for the local community in Namhae County, which is facing a crisis of aging and depopulation, is also considerable. Sol Beach Namhae is a large-scale project expected to have a complex ripple effect on tourism, culture, and employment, potentially preventing population outflow and creating a foundation for attracting young people.
With a capacity to accommodate about 400,000 guests annually and a commitment to prioritizing local hiring in various job categories such as food and beverage, leisure, and cleaning, it is expected to contribute to the long-term vitality of the local economy. Including general guests together with the 300,000 members of Sono, Namhae County anticipates a maximum of 500,000 visitors annually.
Kim Deok-won, the managing director of Sonoh International's Hotel and Resort Division for Southern Korea, who led the opening, said, "If the occupancy rate reaches 80%, we expect more than 400,000 annual guests." He added, "Considering visitor influx from nearby tourists, we anticipate an average of 2,500 to 3,000 visitors daily."
Sol Beach Namhae spans a total site area of 93,153 square meters (about 28,178 pyeong) and features 366 hotel rooms, 85 villas, totaling 451 guest rooms, as well as seven dining facilities, a banquet hall, an infinity pool, a spa, a sauna, and a fitness center among various amenities. All guest rooms offer ocean views.
Director Kim explained, "The hotel design prioritizes the convenience and safety of family-oriented guests," adding, "We have created spaces focused on four-person families." He stated, "Sol Beach Namhae will establish itself as a premium complex space that combines culture and leisure rather than merely a recreational facility."
From the outset of operations, Sol Beach Namhae has also focused on coexistence with the local community. During the hiring process conducted before the opening, a majority of the employees were local residents, and there is a commitment to prioritize hiring Namhae citizens in the future. Currently, two-thirds of the employees are from Namhae. Director Kim mentioned, "We are considering collaboration options with local fishermen and farmers, and we are also planning to create jobs through partnerships with universities and organizations, including seafood supply."
Art content and cultural experience elements have also been enhanced. Modern art pieces by world-renowned artists, including Jean-Michel Othoniel’s 'Golden Lotus' and Julien’s sculptures, are displayed throughout Sol Beach Namhae. The multimedia zone 'Sphere' of the cultural complex SeaMore Sea is designed to allow visitors to experience the waves, light, and tranquility of Namhae through all five senses.
◇ Daemyung Sonogroup accelerates IPO and global expansion with T’way Air
Daemyung Sonogroup is also strengthening its brand promotion and overseas expansion strategies. Recently, the group has been exploring synergies with its global resort business by securing international direct flight routes through the acquisition of T’way Air. They aim to build an 'integrated tourism service' model that links transportation and accommodation.
Director Kim noted, "There is a need to promote brands like Sol Beach and Sono Pellice abroad," stating, "While we have been focusing on promotion centered around Namhae so far, we are also considering global promotion strategies that encompass the entire brand in the future."
Daemyung Sonogroup (now Sonoh International) faced a severe blow during the COVID-19 pandemic, with room occupancy rates plunging to 20-30%, and revenue dropping over 12% from 915.3 billion won in 2019 to 694.2 billion won in 2020. The operating profit turned into a loss during this period, and the liability ratio surpassed 900%, deteriorating the financial structure.
In response, the group established a rigorous emergency management system to secure liquidity through employee salary reductions, shortened working days, and the sale of non-core assets. At the same time, they continued renovations of resorts and made future investments. Consequently, starting in 2021, the performance rebounded, with revenues recovering to 932.2 billion won (2021) and 926.1 billion won (2022), and operating profits turning from a loss of 50 billion won to a profit of 30 billion won. They are now expanding their business across leisure sectors like aviation and golf while actively promoting their IPO and global expansion.
The industry is paying attention to Daemyung Sonogroup's declaration of its leap into a 'global hospitality' corporation after recently acquiring T’way Air, which integrates aviation with hotels and resorts. There is optimism that the combination of T’way Air and Daemyung Sonogroup's leisure infrastructure will enable synergies in travel packages and global service expansion.
The group is accelerating improvements to T’way’s flight safety and financial health while pushing forward with customer-centered service innovation linked to aviation, accommodation, and leisure. Daemyung Sonogroup is already operating hotels and golf courses in the United States, France, Vietnam, and Hawaii, and recently renovated two local golf courses in Guam under the 'Sono Pellice Country Club Guam' brand. The group is preparing to launch golf and accommodation packages connected to T’way’s Guam routes and plans to enhance its overseas business portfolio through synergy with T’way's expanding long-haul network.