On September 20th, 2012, NUO Hotels was officially launched during an inauguration ceremony at the Temple of Heaven in Beijing. The brand derives its name from the Chinese characters “诺金” (Nuo Jin) meaning “the golden promise”. In pioneering Chinese luxury hospitality as one of the country’s first homegrown luxury hotel brands, NUO Hotels interprets its “golden promise” by drawing inspiration from the country’s 5,000 years of history and cultural heritage and its commitment to serving as a custodian of traditional Chinese culture. NUO’s brand identity is symbolised by a Chinese vase, representing hospitality, prosperity and commitment to a bright future.