WeChat Pay, Sichuan food, and the Li Bai Bar, are some of the offerings customers can expect when checking into a new Chinese hotel opened along the Belt and Road Initiative (BRI) in Central Asia.

The Silk Road by Minyoun Samarkand Hotel, which has been operating for a year in Uzbekistan, is the first international venture for the Sichuan-based Minyoun Hospitality. The hotel hires over 400 local employees.

Hotel rooms are priced at around 1,000 yuan ( $137 ) per night, which is expensive by local standards. However, they are looking to cater to high-end tour groups and delegations of international events.

Zhang Jianming, chairman of Minyoun Hospitality, said the operation has fared better than expected despite initial challenges to the logistics and software development.

In fact, this venture has encouraged his company to pursue further international opportunities.

Minyoun signed a contract worth 130 million yuan over 10 years with Malaysia's IJM to manage a hotel in Penang, at the China International Fair for Trade in Service (CIFTIS) on Monday.

The company has benefited greatly from the BRI agreements on services trade, receiving support from government officials in implementing both projects, according to Zhang.

Moreover, the positive reception of the BRI has allowed Minyoun to showcase Chinese culture confidently abroad, he added.

In comparison to Uzbekistan, Malaysia is already an established travel destination for Chinese tourists.

Wong Tuck Wai, CEO of IJM Land Bhd, believes that it would be wise for international players to consider partnering with a Chinese brand to attract customers, considering the sheer volume of Chinese tourists and their desire to explore new international destinations.

When asked how was the tourism market recovery going in Penang, Wong said jokingly, "I'm fighting with the Chinese for food!"

"I can feel the Chinese tourists are flocking in and it can only grow," he added.

Wong considers the Chinese brand to be a differentiator to the existing market that will win customers over.

Speaking highly of the BRI, Wong believes the initiative "will only bring economic benefits to whoever engages with China."

People to people exchanges

Through the hotel project in Uzbekistan, Minyoun has developed ties with local authorities, which has subsequently led to further collaborations. As a result, Minyoun has organized trade facilitating events in China for Uzbek clients.

There are unavoidable risks doing business across borders, and having worked in a number of different regions globally, Wong advises companies seeking to do the same, to find a reliable local partner and approach the endeavor with an open mind.

Wong describes his Chinese partners as highly accommodating and willing to consider all perspectives. This flexible approach aids in making reliable decisions.

This year's just concluded CIFTIS attracted participants from 59 countries and 24 international organizations. Zhang emphasized that this serves as an important platform for Chinese companies to expand globally and engage with customers.

Cooperation on the BRI was highlighted on the event as trade volume between China and countries involved in the initiative surged 19.4 percent in 2022, accounting for one-third of China's total foreign trade.

The trade structure between China and these countries is evolving. It is moving away from labor- and resource-intensive projects towards the more capital- and technology-intensive service fields, according to Yi Xiaozhun, former vice minister of China's Ministry of Commerce, at CIFTIS.

The BRI framework has played a vital role in accelerating globalization, by fostering trust and cooperation among partners. Furthermore, engaging in conversations and building relationships at a bar named after the renowned Chinese poet Li Bai might push this progress even further.