ONYX Hospitality Group, a leading hospitality management company in Asia Pacific specialising in hotels, resorts, serviced apartments, and luxury residences, has announced a significant international partnership through the signing of a joint venture agreement with JR Kyushu Business Development (Thailand) Co. Ltd. (a group company of Kyushu Railway Company), one of Japan’s foremost corporations listed on Tokyo Stock Exchange. The collaboration will see the development of Shama North Pattaya, further advancing ONYX’s portfolio by leveraging Shama’s expertise to capitalize on short- and extended-stay demand, while reinforcing confidence in the growth potential of Thailand’s Eastern Economic Corridor (EEC).

This latest agreement marks a continuation of the strategic partnership between the two organizations, building upon the success of Shama Lakeview Asoke, which ONYX manages on behalf of JR Kyushu Group. The property has earned recognition as one of the leading serviced apartments in Bangkok’s central business district, reflecting the Japanese partner’s strong confidence in ONYX’s management capabilities and in-depth market expertise.

The development of Shama North Pattaya therefore represents not only an expansion into a high-potential location, but also a reaffirmation of ONYX’s disciplined growth strategy. By collaborating with globally respected partners, the group continues to strengthen its footprint in the EEC.

Mr. Yuthachai Charanachitta, Chief Executive Officer of ONYX Hospitality Group,  stated that this joint venture with JR Kyushu Group reflects the company’s long-standing commitment to growing alongside its partners. It also marks ONYX’s second joint venture with an international partner under its strategic expansion plan, underscoring continued investor confidence in the company’s capabilities, as well as its ongoing pursuit of investment opportunities and strategic collaborations with high-potential partners.

“For ONYX Hospitality Group, growth is not defined merely by the number of projects we develop, but by the strength of the partnerships we cultivate. Our joint venture with JR Kyushu Group reflects a shared vision and a commitment to creating long-term value together.

The Shama brand has grown from a deep understanding of the long-stay market, which we have consistently studied and monitored over the years. We see clear future potential in this segment. Each Shama development is founded on comprehensive insights into resident needs and expectations, placing emphasis on the core of the living experience — comfort, flexibility and a genuine sense of home — all delivered to international standards.

Shama North Pattaya represents another important strategic property in strengthening and completing ONYX Hospitality Group’s presence in Pattaya, a high-potential destination within the EEC, alongside our key brands Amari and OZO, helping to create a more integrated and cohesive hospitality cluster in the area.”

Yuthachai added, “Shama North Pattaya reflects ONYX’s commitment to strengthening Thailand’s position as a leading destination for long-term residents while supporting the sustainable growth of the residential hospitality sector.”

Mr. Toshihiro Mori, Representative Director and Senior Managing Executive Officer of Kyushu Railway Company stated that this joint venture marks an important next step in JR Kyushu Group’s continued partnership with ONYX Hospitality Group in Thailand, building on the success of Shama Lakeview Asoke.

“Following our successful collaboration on Shama Lakeview Asoke Bangkok, we are pleased to deepen our partnership with ONYX Hospitality Group through Shama North Pattaya. We see strong potential in Pattaya as a leading resort destination within the EEC, and we have full confidence in ONYX’s hospitality expertise to deliver an exceptional property that meets the evolving needs of both Thai and international guests. We look forward to creating lasting value together.”

Strategically located in North Pattaya, a key tourism and economic hub within the EEC, Shama North Pattaya is designed to blend the comfort and convenience of serviced apartments with the refined services of a leading hotel brand. The project aims to cater to the steadily expanding long-stay segment, which is projected to continue its upward trajectory in 2026 and beyond.

The partnership between ONYX Hospitality Group and JR Kyushu Group not only highlights the complementary strengths of both organisations, but also serves as a strong indicator of Japanese investor confidence in Thailand’s economic stability and long-term prospects. At the same time, it signals the readiness of Thai hospitality brands to compete and grow alongside global partners in a sustainable and forward-looking manner.