Chinese hotel chains expand overseas operations

Malaysia is a travel destination favored by Chinese travelers, making it an ideal first spot for iElectronic Sports Hotel to expand internationally, said Yuan Yang, founder of the Beijing-based company, which was established in 2019 and focuses on providing accommodations for esports fans. It now has more than 150 hotel operations in over 100 cities in China.

But the Kuala Lumpur hotel is not only for Chinese and other international visitors. Through its tailored facilities, it is also hoping to attract Malaysian guests eager to stay and immerse themselves in an e-sport environment.

Malaysia has over 1 million game users, all of whom are loyal fans of Chinese e-sports games, according to a report by Peking University's Institute of Area Studies.

Germany-based data analysis company Statista predicted that the number of e-sports players in Malaysia will see rapid growth, and reach 9.5 million by 2027.

Baez Yang, a representative of the hotel project, said it is a one-of-a-kind development in Malaysia, and aligns with the Belt and Road Initiative.

"It not only fills a gap in Malaysia's e-sports industry but also injects new vitality into the local market. In the future, it could become a local chain brand, driving development in Malaysia's e-sports industry," Yang said.

Among its features, the Kuala Lumpur hotel will have a top-floor garden that enables guests to enjoy coffee and drinks while using the highest-spec e-sports equipment to play popular games like Honor of Kings and Dota for free.

Immersive experiences will also be offered through themed decor, designed spaces, smart-lighting control, and cinema systems, Yang said.

More hotels catering to e-sports enthusiasts are likely to be established in other Malaysian cities as well as Vietnam, Thailand and the Middle East, the company said.

Zeng Bowei, a senior official from the China Leisure Association, said the hotel is setting an example for other Chinese hotel operators to follow abroad.

"From a global perspective, when Chinese domestic hotels reach a certain level of development, going global becomes an inevitable trend," Zeng noted.