Content Writer: Janice Chew • Tuesday, 25/09/2025 - 23:16:24 - PM
Jeju Shinhwa World’s gaming venue has officially rebranded from Landing Casino to LES A Casino, with promoter Shin Hwa World Ltd announcing the change on September 9, 2025. The rebranding reflects the resort’s renewed identity under its current company name and branding strategy.
The new LES A logo is designed to embody the first letter of the alphabet, signaling the company’s ambition to be “first” and “best” in the casino industry. It also emphasizes the company’s aspiration to lead the sector by providing high-quality service to its patrons.
Shin Hwa World Ltd has been working on this rebranding effort since 2022, following the appointment of a new management team and a strategic repositioning of its brand. Previously known as Landing International Development Ltd, the name change became official in December 2022.
The rebrand arrives amid financial headwinds, as Shin Hwa World reported a net loss of just under HKD 244.4 million (approximately US $31.4 million) for the first half of 2025, worsening slightly from the HKD 231.5 million loss in the same period a year earlier. Revenues also declined by 21.8%, slipping to around HKD 410.4 million. The company attributes this decline to softening hotel room prices and subdued customer spending across its integrated resort operations. In response, Shin Hwa World plans to intensify its promotional push targeting Japan, other Northeast Asian markets, and explore new markets to revitalize performance.