A German experience in China.


The Castle Hotel in Dalian, Liaoning, seeks to recreate a genuine Bavarian experience, replete with a beer hall and German food. (Starwood Hotels)


This makes it one of the various examples of European-inspired architecture sprouting across China in recent years. It looks like it, has every features of the real one, but is entirely adapted its target: Chinese consumers.



Starwood Hotels announced in a press release of the opening of The Castle Hotel later this year, when it is done with its final stages of interior renovation. Built in 2002, it will be open with 292 guest rooms and 67 apartments. Apart from its German-inspired beer-and-grub “Royal Cellar,” The Castle Hotel also offers Chinese and Western restaurant options, as well as a “Lobby Lounge,” a cocktail lounge that it describes as “a place for the rich and famous to see and be seen, an elegant space which is very salonfähig,” the German word for “suitable for polite company.”

Star Hotels

In a statement made in a press conference, Star Hotels announced the opening of their new venture later this year. With German inspired facilities, this castle has everything it needs to provide a fulfilling German-like experience in mainland China. Beer halls, typical German Royal cellar and both German and Chinese restaurant; and let’s not forget the Lobby Lounge designed to attract the wealthy and powerful.



Homeowners and critics are definitively not on the same page.

This has been trend has shown a wide rift between the architecture critics and the home-owner. The former meet this new trend at best with contempt while the latter is ready to invest a life worth of saving in a faux Sweden house. It’s more than just buying fancy places for Chinese : they are proud of them!


Other copycats

Chinese visitors who can’t afford to make it to England’s River Thames find the Thames Town replica a suitable compromise. (Wikimedia)

One may wonder why this is such a successful phenomenon. According to experts and people interviewed regarding this matter, visiting or buying these places allow people who can’t afford to go abroad to still have a taste of what Europe may look like. Besides, since it’s in China such imported structures have that “Chinese vibe” that definitely pleases Chinese tourists when they go abroad.


It is a well-known fact that the digital market in China is a very peculiar market with its own particularities. Here you don’t have to divide your focus between China and the rest of the world. It lets you develop a digital campaign solely for Chinese, a certain advantage and a noticeable saving in term of money and people. It is a taste of Europe for a digital marketing campaign 100% for Chinese.


From Jing Daily