Jumeirah Group has unveiled its Chinese brand name - Zun Ya to convey the essence of the Jumeirah brand as well as a deep connection with Chinese culture.

In August 2008 the Jumeirah HanTang Xintiandi will open in Shanghai - the Jumeirah Group's first hotel in China and flagship property in the Asia Pacific region.

Jumeirah's Chinese name was unveiled in Xintiandi, the popular lifestyle and dining area in Shanghai, where the Jumeirah HanTang Xintiandi will open. Chinese celebrities Hu Jun and Zhao Wei helped bring the new name to life by playing the roles of "Mr Zun" and "Ms Ya". Together with Jumeirah executives, they unveiled Jumeirah's Chinese name, and also the Group's brand promise, the Chinese version of Jumeirah's positioning STAY DIFFERENT^TM.

The Chinese name is not only phonetically similar to Jumeirah, but also captures the essence of the brand in its Chinese meaning.

The character "Zun" conveys prestige and great respect and reflects Jumeirah's vision – to offer discerning travellers the world's most esteemed hotels, such as the iconic Burj Al Arab in Dubai. "Ya" exemplifies culture and refinement and Jumeirah's position as a luxury hotel group of exceptional elegance.

Well known actor Mr Hu Jun said, "The character ‘Zun' has its roots in traditional Chinese culture, in which ‘Zun' signifies a beautifully crafted chalice filled with vintage wine. And the upper section of the ‘Zun' character is ‘Qiu' which means ‘Emirate' in Chinese – a fitting connection to the tradition of hospitality born in Jumeirah's home county, the United Arab Emirates."

"In Chinese, ‘Ya' denotes elegance, and has its roots in China's first poetry anthology, the ‘Shi Jing'. It is a good character that always refers to something unique and upscale. ‘Ya' can also signify the pursuit of freedom and individuality," commented Ms Zhao Wei, a prominent actress.

Mr Serge Zaalof, Senior Vice President of Jumeirah Group, Asia Pacific said, "Our Chinese name is an important part of building the Jumeirah brand in China; it reflects our deep commitment to the market. We are confident that these Chinese characters help our Chinese guests understand Jumeirah. With the opening of Jumeirah HanTang Xintiandi in August, they will soon be able to experience the glamour and splendour of ‘Zun Ya'' for themselves."