Six Senses unveils new Chinese branding

Six Senses has revealed its new Chinese name and branding, as it intensifies its marketing efforts in the country.

Six Senses Qing Cheng Mountain will open in 2015
Six Senses Qing Cheng Mountain will open in 2015
The luxury resort and spa operator will now be known as ‘六善’, which is pronounced ‘Liu Shan’ in Mandarin and ‘Luk Sin’ in Cantonese.

The company said the new name was decided following consultations with focus groups in China, and takes into consideration its “strategic impact, semantic value and phonetic structure”.

“Aside from reflecting the literal meaning, the name also needed to convey the brand essence of Six Senses,” the company said in a statement. “The name Liu Shan/Luk Sin (associated with tranquillity, spirituality and relaxation), was felt to embody the spirit of the brand.”

Six Senses’ vice president of marketing & communications, Julia Gajcak, added that she felt the name was “strong” and “represents the brand well”.

“We went to great efforts to find this name and it was important for two reasons: one, to show the true nature of our brand, of course, and two, to reflect the significance of our move into China and our first resort opening… where we fully respect and embrace the local cultural values,” she said.

Six Senses will make its debut in China in mid-2015, with the launch of the Six Senses Qing Cheng Mountain in Sichuan province. This 113-room luxury resort will be designed in the style of a traditional Chinese village, featuring a range of low-rise villas, locally made furniture and “traditional heritage touches”.

Like all Six Senses resorts, it is being designed in a sustainable manner and will be operated in a similarly low-impact way. And according to the company, the new Chinese name will reflect these core values, encompassing “kindness, charity, tranquillity, peace, harmony, relaxation, spirituality, positive energy and compassion”.

“The Liu Shan/Luk Sin experience is what Six Senses desire to bring to its Chinese-speaking markets,” Gajcak concluded.

In addition to its new hotel in China, Six Senses is also planning to launch in Taiwan in 2016.

sourced:traveldailymedia.com