ONYX Hospitality Group, a leading hospitality management company specializing in hotels, resorts, serviced apartments, and luxury residences across the Asia-Pacific region, has announced a significant international collaboration through the signing of a joint venture agreement with JR Kyushu Business Development (Thailand) Co., Ltd., a subsidiary of Kyushu Railway Company (JR Kyushu), one of Japan’s leading publicly listed companies on the Tokyo Stock Exchange. Together, the two organizations will develop Shama North Pattaya, marking another important milestone in ONYX Hospitality Group’s portfolio expansion.
The partnership leverages the strengths and expertise of the Shama brand to cater to the growing demand for both short- and long-stay accommodation while reaffirming confidence in the continued growth potential of Thailand’s Eastern Economic Corridor (EEC).
This collaboration further strengthens the strategic partnership between the two companies, building on the success of Shama Lakeview Asoke, which ONYX Hospitality Group has successfully managed on behalf of JR Kyushu Group. The property has earned recognition as one of Bangkok’s leading serviced apartment developments in the city’s central business district. This success reflects the confidence of Japanese investors in ONYX Hospitality Group’s operational expertise and deep understanding of the local hospitality market.
The development of Shama North Pattaya represents another significant step in ONYX Hospitality Group’s expansion into high-potential locations, in line with the company’s carefully planned growth strategy through partnerships with internationally recognized organizations. The project will further strengthen the Group’s presence and role within the EEC, one of Thailand’s key economic development zones.
Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group, stated that the joint venture with JR Kyushu Group reflects the company’s long-standing commitment to growing alongside strategic partners. He noted that this marks ONYX Hospitality Group’s second joint venture with a foreign partner under its business expansion strategy, underscoring international investors’ confidence in the organization’s capabilities and its commitment to pursuing investment opportunities and strategic collaborations with high-potential partners.
“For ONYX Hospitality Group, growth is not merely about increasing the number of projects. It is about joining forces with partners who share the same vision to create long-term value together. The Shama brand has grown from a deep understanding of the long-stay accommodation market, which we have continuously studied and monitored. We clearly see strong growth potential in this segment going forward.
Each Shama property is developed based on in-depth insights into residents’ behaviors and expectations, with a focus on delivering a complete living experience that combines comfort, flexibility, and a sense of home, all supported by international standards.”
Yuthachai added that Shama North Pattaya will serve as a key strategic component in strengthening ONYX Hospitality Group’s presence in Pattaya, one of Thailand’s most promising destinations, particularly within the EEC. Together with the Group’s flagship brands, Amari and OZO, the project will contribute to creating a more integrated and comprehensive hospitality cluster in the area.
He further commented: “Shama North Pattaya reflects ONYX Hospitality Group’s commitment to strengthening Thailand’s position as a premier destination for long-term residents while supporting the sustainable growth of the country’s accommodation sector on the international stage.”
Toshihiro Mori, Director and Senior Managing Executive Officer of Kyushu Railway Company, stated that the joint venture represents another important milestone for JR Kyushu Group in continuing its partnership with ONYX Hospitality Group in Thailand and building upon the success of Shama Lakeview Asoke Bangkok.
“Following the success we achieved together with Shama Lakeview Asoke Bangkok, we are delighted to deepen our collaboration with ONYX Hospitality Group through the Shama North Pattaya project. We recognize Pattaya’s strong potential as a premier resort destination within the Eastern Economic Corridor and have full confidence in ONYX Hospitality Group’s hospitality expertise and experience to deliver a high-quality project that effectively meets the evolving needs of both Thai and international guests. We sincerely hope that this partnership will create long-term value and sustainable success for both organizations.”
Strategically located in Pattaya, a key tourism and economic hub within the EEC, Shama North Pattaya is designed to combine the comfort and convenience of serviced apartment living with the services and standards of a leading hotel. The project aims to meet the growing demand for long-stay accommodation, a market segment expected to continue expanding throughout 2026 and beyond.
The partnership between ONYX Hospitality Group and JR Kyushu Group not only demonstrates the strength of both organizations but also serves as a strong indicator of Japanese investors’ confidence in Thailand’s economic stability and future prospects. Furthermore, it highlights the readiness of Thai hospitality brands to compete and grow sustainably alongside world-class international partners.
