Hotel Shilla is a name well-known for setting the gold standard in Korean hospitality. With the recent opening of Shilla Monogram Gangneung, the brand continues to grow its legacy in new and exciting ways. JeongHo Lee, Executive Vice President of Hotel & Leisure Business, sat down with Bridges to discuss how this new lifestyle property embodies the spirit of Gangneung, how the brand stays relevant to today’s travelers, and what the future holds for Korean hospitality.
“Shilla Monogram Gangneung is about more than just providing a place to stay. Our aim is to take guests on an emotional journey that truly connects them to the essence of Gangneung,” Lee explains. Situated on South Korea’s scenic East Coast, the hotel captures the natural beauty of its surroundings with panoramic ocean views from most rooms, as well as thoughtful touches of local artistry and Korean heritage throughout the design.
A Hotel Brand with Heart and Timelessness
When asked how Hotel Shilla continues to stand out in a busy market, Lee points to authenticity and lasting quality. “Travel trends may change quickly, but what guests really value is a sense of timelessness and genuine experience,” he says. The Shilla’s family of brands — The Shilla, Shilla Monogram, and Shilla Stay — carry this forward by combining meticulous service with modern Korean design and an unwavering commitment to quality.
Shilla Monogram Gangneung is about more than just providing a place to stay. Our aim is to take guests on an emotional journey that truly connects them to the essence of Gangneung.
JeongHo Lee, Executive Vice President of Hotel & Leisure Business, Hotel Shilla
Lee highlights some of the brand’s exciting innovations in food and lifestyle — from pioneering the fervent trend of mango bingsu in Korea’s hotel industry, which sparked a nationwide trend, to introducing tote bags and Shilla Bear keyrings that have become popular among younger guests. These examples show how the hotel balances its respected traditions with today’s evolving traveler preferences.
Honoring Cultural Connections with Japanese Travelers
Japan remains one of the key sources of visitors for Hotel Shilla, and the company has made a special effort to make Japanese guests feel welcome. Lee notes that the brand also maintains a partnership with Japan’s Okura Hotel group.
“We want Japanese visitors to feel completely at home while also enjoying the best that Korea has to offer,” Lee says. This includes Japanese-speaking staff, spa packages combining Korean and Japanese beauty traditions, and thoughtfully curated dining options like Ariake, an acclaimed Japanese restaurant in The Shilla Seoul. The restaurant’s elegant design and attention to detail create a refined experience that has earned international recognition.
Expanding Korea’s Hospitality Footprint
Looking ahead, Lee sees Shilla Monogram’s growing presence in places like Danang and Gangneung as a way to bring Korean hospitality to the world stage. “Our goal is to offer authentic experiences rooted in Korean culture while embracing the unique character of each destination,” he explains.
Beyond hotels, Hotel Shilla also leads in duty-free shopping and international conferences, helping to position Korea as a must-visit destination in Asia. Lee believes these efforts not only strengthen the brand but also build deeper cultural bridges across countries.
With Shilla Monogram Gangneung and its sister properties, Hotel Shilla invites visitors to discover a blend of tradition, modern comfort, and heartfelt hospitality that feels both familiar and fresh.
