E-Land Group on Wednesday announced it will partner with Chinese golf resort developer Mission Hills in marketing super luxury mansions.

The partnership will help Korea’s fashion-turned-lifestyle company attract Chinese tourists and investors to its leisure facilities, E-Land vice chairperson Park Sung-kyung said.

Park signed a memorandum of understanding with Ken Chu, CEO and chairman of Mission Hills, at the Chinese business group’s headquarters in Shenzhen.

Under the deal, Mission Hills will take over the sales of hotel rooms, golf course memberships and ultraluxurious mansions inside E-Land’s resorts and theme parks across Asia. E-Land will market its fashion labels and dining brands in large shopping malls and “shopping streets” developed by Mission Hills.

“We have chosen Mission Hills as our business partner because the company has abundant experience in real estate sales for the superrich in Asia,” Park said.

Mission Hills has already sold 5,370 mansions worth between 5 billion won and 20 billion won, E-Land said. The company shot to fame after developing 20-plus square kilometers of wasteland between Shenzhen and Dongguan. It converted the wasteland into Mission Hills Shenzhen, the world’s largest golf complex, which comprises 12 courses with 216 holes.

E-Land, which started as a fashion store in 1980, recently made inroads into the resort business and declared plans to become Asia’s No.1 hotel and leisure company by 2020. It operates 24 hotels and resorts in Korea, China and Saipan, including the Lexington and Kensington Hotel chains.

By Bae Ji-sook (baejisook@heraldcorp.com)