The operator of South Korean foreigner-only casino Jeju Shinhwa World has announced the rebranding of its casino to LES A Casino, replacing the Landing brand that was previously labelled as.
The company notes that the change aims at highlighting its efforts to lead in the industry, with the letter A indicating its plans to be the “first” within the sector.
The company has been doubling down on its rebranding since COVID, after shedding the Landing International Development brand.
It now is working to attract more clientele from its main source markets, looking to Japan and North Asia, while also aiming further abroad.
The company is actively trying to boost revenue, as its 1H25 results failed to shine, with its loss increasing by 5.55 percent year-on-year to HK$244.39 million ($31.35 million).
The group at the time of the results announcement cited economic headwinds, disrupted flights to Jeju and dampened consumer spending.
