Aman Group confirmed its first South Korea property, a mixed-use tower in Seoul's Gangnam district developed by Shinsegae Property on a 70,000-square-meter site overlooking the Han River. The development comprises a hotel, 49 branded residences, and a global Aman Club across eight basement levels and 38 stories. No opening date disclosed, though Shinsegae's development timeline for comparable projects suggests late 2027 or early 2028.
Shinsegae Property, the real estate arm of South Korea's Shinsegae Group, is positioning the project as part of a broader push into high-end lifestyle real estate. The conglomerate operates the Shinsegae department store chain and holds retail partnerships with brands including Hermès and Chanel across 14 domestic locations. The Gangnam site sits within 1.2 kilometers of the luxury retail corridor anchored by Cheongdam-dong, where per-square-meter residential values average $18,000 as of Q4 2024. Aman Seoul's residences will price above that threshold.
The Korea entry matters because Aman's expansion doctrine has shifted. The brand operated 35 properties globally as of January 2025, with nine in development. Five of those nine are in Asia-Pacific, but only two — Aman Niseko in Japan and Aman Nai Lert Bangkok — sit in major capital markets. Seoul represents Aman's first ground-up urban tower outside Tokyo in a decade, breaking from the resort-sanctuary model that defined properties like Amanpuri and Amangiri. The Seoul residences mark Aman's sixth branded residential offering globally, following New York, Tokyo, Miami, and two forthcoming London addresses. That cadence suggests the group now treats residences as primary revenue, not amenity.
Shinsegae's involvement signals domestic capital recognizing hospitality as infrastructure, not luxury. South Korea's family office ecosystem — estimated at $240 billion in assets under management across 180 registered entities — historically concentrated in manufacturing, tech, and retail real estate. Shinsegae Property's Aman partnership follows Samsung C&T's development of the Signiel Seoul in Lotte World Tower and Lotte's own branded hospitality ventures, establishing a pattern where conglomerates compete through hospitality branding rather than portfolio breadth. The Gangnam tower will anchor Shinsegae's hospitality vertical, which currently includes zero hotel assets.
The global Aman Club component warrants attention. Aman operates club facilities in Tokyo, New York, and London as membership-driven extensions of its hotel network, offering long-term stays, coworking infrastructure, and event access for annual fees ranging $50,000 to $150,000. Seoul's club positions the city as Aman's fourth global node, implying the brand expects sufficient depth in Korea's UHNW population — currently 15,600 individuals with net worth above $30 million — to support standalone membership revenue. That assumption relies on cross-border mobility returning to pre-2020 levels, which Korean outbound travel data confirms: 28.2 million departures in 2024, surpassing 2019's 28.7 million by Q2 2025.
Operators should track Shinsegae's construction permitting timeline, typically 18 to 24 months for projects of this scale in Gangnam, and watch for competing announcements from Rosewood, Capella, or Bulgari, each of which explored Seoul sites in 2023. Allocators should note Aman's revenue per available room averaged $1,840 across its portfolio in 2023, roughly 4.2x Seoul's luxury hotel average of $437. The residences will price accordingly, likely $15 million to $40 million per unit based on Tokyo and New York comparables.
Shinsegae Property begins foundation work in Q3 2025.
The takeaway
Aman's Seoul tower is the group's first urban capital play in a decade, signaling residences now drive expansion, not resorts.
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