SONO Hotels & Resorts Apac, a subsidiary of SONO International, has announced a management agreement for SONO Moon Nagoya, marking the company's first entry into the Japanese market. The new lifestyle hotel will be located just an 8-minute walk from Nagoya Station, one of Japan's major transportation hubs.
This contract represents a significant milestone for SONO Hotels & Resorts Apac's expansion into Japan and strengthens the group's strategy of securing prime locations in gateway cities that combine high commercial appeal with deep local character.
The hotel will be owned by Escon Japan REIT Investment Corporation (Escon REIT), with Polaris Holdings Inc. (Polaris) serving as the master lessee and SONO as the hotel operator.
Located at the intersection of a redevelopment area with high-rise buildings near Nagoya Station and the historic entertainment district centered around Yanagibashi Central Market, the hotel offers guests an opportunity to experience both the modern energy of the city and the traditional local culture passed down through generations. As the first SONO Moon brand property in Japan, the hotel will draw inspiration from Nagoya's history, food culture, seasonal festivals, and lesser-known local stories to provide guests with an authentic Nagoya experience.
Wataru Orii, President and Representative Director of Escon Asset Management Co., Ltd., the asset management company of Escon REIT, commented: "The Investment Corporation is pleased to have added this hotel with its excellent location near Nagoya Station to our portfolio. In aiming for further development of this hotel, we are delighted to have established a collaborative framework with the globally knowledgeable SONO Group and Polaris, which has extensive domestic experience. Under the cooperation of the three companies, we strongly expect that the SONO Group, making its first entry into Japan, will leverage its powerful network to attract robust tourism demand from South Korea and lead the hotel to significant growth."
Takahiro Tsujikawa, Director and Head of Development Division at Polaris, stated: "We are strengthening our acceptance of hotel management projects from various hotel owners to expand our hotel management platform. Based on this new cooperative relationship with SONO Hospitality (Thailand), a member of the SONO Group, we are launching our first master lease business. At this hotel, which has excellent access to Nagoya Station, one of Japan's leading terminal stations, and can capture both business and leisure demand, we will work actively with the SONO Group to maximize the hotel's profitability and customer value."
Ahn Ji-hong, Senior Vice President of SONO Hotels & Resorts Apac, commented: "Japan is a strategic growth market for SONO, and this contract marks an important first step toward building a long-term presence in Japan. SONO Moon Nagoya reflects our approach of combining excellent location, a flexible operating model, and a brand that resonates with modern travelers. We believe that Nagoya holds great potential as a gateway city, with further demand growth expected, including the 20th Asian Games scheduled for September this year. By leveraging SONO's hospitality platform, our growing international portfolio, and the group's broad ecosystem including our aviation business, we aim to create sustainable demand and generate long-term value for our partner companies in Japan."
About SONO Hotels & Resorts Apac
SONO Hotels & Resorts Apac is a global hotel operating company 100% owned by SONO International, one of South Korea's leading hospitality groups. SONO International is known for its business scale, deep regional understanding, and innovation-focused approach. Based on SONO International's portfolio of over 14,500 rooms across seven countries worldwide, the group operates in South Korea, the United States, France, and major Asian markets including Thailand, Indonesia, and Vietnam. Beyond hospitality, SONO also owns the rapidly growing T'way Air, further strengthening the group's integrated tourism ecosystem. Currently, SONO Hotels & Resorts Apac operates 16 hotels in Thailand and Indonesia, with more than 12 new developments planned across Asia by 2029, positioning the company for accelerated growth. Leveraging the strengths and resources of SONO International, the company provides comprehensive and consistent hotel development services, from project discovery and strategic planning to design and construction support, pre-opening preparation, and long-term hotel operations.
