Sun Group, Sunset Hospitality Group partner to promote world-class F&B and entertainment concepts

Founded in 2011, SHG specializes in the development and operation of upscale beach clubs, restaurants, and lifestyle entertainment venues. The group operates nearly 90 venues across more than 25 countries. Its portfolio includes brands such as Azure Beach, SushiSamba, Ammos, Attiko, and Mood Lounge.

SHG develops venues under a “destination within a destination” model, in which dining and entertainment spaces are designed to serve as standalone attractions. In addition to restaurants and beach clubs, the group operates dinner shows and other entertainment formats in several international markets.

Under the partnership, SHG will introduce its dining and entertainment management model to Vietnam, with an emphasis on incorporating local ingredients and cultural elements. The initial phase will focus on three beachfront venues – Azure Beach, Lola, and Kasapaka – located in Sunset Town, Phu Quoc.

According to the companies, the collaboration will prioritize integrated lifestyle destinations that combine cuisine, architecture, music, and entertainment, rather than standalone food and beverage outlets. The model is intended to expand beach club and nightlife offerings in selected tourism areas.

Foreign tourists walking at Kem Beach, Phu Quoc. Photo courtesy of Sun Group

Phu Quoc, known for its beaches and growing international visitor numbers, has been identified as a pilot location for these concepts. The partners expect the developments to support the island’s nighttime economy, extend visitor stays, and diversify tourism products.

Nguyen Vu Quynh Anh, Deputy CEO of Sun Group and CEO of Sun Hospitality & Entertainment Group, said the partnership aligns with the company’s broader strategy to develop integrated tourism, hospitality, entertainment, and culinary offerings.

“Symphony of the Sea”, a famous lights and fireworks show at Sunset Town, Phu Quoc. Photo courtesy of Sun Group

Antonio Gonzalez, Chairman and Group CEO of Sunset Hospitality Group, described Vietnam as a growing market for lifestyle and hospitality concepts and said the company views the collaboration as a long-term commitment to Phu Quoc.

As Vietnam continues to attract international visitors, the introduction of additional global dining and entertainment brands is expected to contribute to the diversification of tourism products. In Phu Quoc, SHG-operated venues will join existing international brands, with the aim of positioning the island as a destination that combines resort, entertainment, and culinary experiences.