New York, NY – July 6, 2026 – IMAGINE PR has been appointed as the North American Public Relations Representative for Chiva-Som, the globally recognized wellness brand behind Chiva-Som Hua Hin, the flagship resort in Thailand, and Zulal Wellness Resort by Chiva-Som in Qatar, as well as Chiva-Som International Academy, dedicated to advancing the brand’s three-decade legacy of wellness excellence across the region.
From left: Chiva-Som Hua Hin; Zulal Wellness Resort by Chiva-Som
The brand traces back to Boonchu Rojanastien, one of Thailand’s most celebrated statesmen, whose family beach house in Hua Hin served as an informal retreat for healthy living long before Chiva-Som existed. In 1995, that personal philosophy became something bigger with the launch of Chiva-Som Hua Hin, widely regarded as Asia’s first destination wellness resort. His guiding motto, “Above All, Enjoy Your Life,” continues to shape the experience today.
Combining a peaceful setting overlooking the Gulf of Thailand, some of the world’s most expansive wellness facilities, and the expertise of highly trained and knowledgeable practitioners, Chiva-Som Hua Hin’s retreats became globally acclaimed, setting new standards in the industry while inspiring lifelong transformation in its guests.
Chiva-Som’s retreats are all-encompassing, inclusive of treatments, therapies, fitness, nutrition and relaxation. A guest’s stay can be as active or relaxing as they wish, with hundreds of wellness treatments offered that draw on both traditional healing systems and modern practices, East and West. These are chosen in consultation with the guest’s personal Health & Wellness Advisor.
Guests receive not only encouragement but also guidance, empowered to continue with a healthy lifestyle long after they leave. This is provided by staff trained to the highest standards: trainers, therapists, naturopath, chefs, all dedicated to ensuring each guest’s success on their journey of wellness.
The accommodations span 54 recently renovated rooms and suites split between ocean-facing accommodations overlooking the Gulf of Thailand and Thai Pavilions set in tropical gardens, select suites like the Leelawadeecomplete with a private outdoor jacuzzi, terrace, and garden. Two restaurants, 70 treatment rooms, and daily programming including tai chi and meditation round out the property.
Zulal Wellness Resort by Chiva-Som
In 2022, Chiva-Som expanded to Qatar with the Middle East’s most expansive wellness offering. Beachfront Zulal Wellness Resort by Chiva-Som comprises two halves: Zulal Serenity and Zulal Discovery, offering restorative retreats that highlight the indigenous Traditional Arabic & Islamic Medicine (TAIM) in modern presentation along with other regional practices.
At Zulal Serenity, individuals enjoy restorative retreats in tranquil ambiance reserved for adults only. At Zulal Discovery, the guest experience is designed for multi-generational families, encouraging health at all stages of life, as well as family bonding as one of the foundations of wellbeing.
Zulal Serenity offers 94 rooms and suites featuring private plunge pools, and Zulal Discovery holds 86 rooms and suites for guests of all ages. The three-bedroom Serenity Qataf Suite spans over 7,470 square feet with its own secluded garden, direct beach access, infinity pool, ocean-facing terrace, and a master bathroom with private sauna and walk-in closet. Across its six dining venues, which serve clean, locally sourced, largely gluten- and dairy-free wellness cuisine.
Pioneers of Wellness: Chiva-Som International Academy
Chiva-Som International Academy opened in Bangkok in 2003 to meet the wellness industry’s growing demand for qualified therapists who could deliver treatments with Chiva-Som’s renowned substance, efficacy, and warmth. Now open to students around the world, the Academy’s curriculum is guided by a mission to share evidence-based wisdom in spa treatment, beauty treatment and spa management. Courses are rooted in Chiva-Som’s holistic approach and equip participants with the professional skills and theoretical expertise to prepare them for a career in health and wellness.
For more information, please visit www.chivasom.com and www.zulal.com.
About IMAGINE PR
IMAGINE PR is a boutique public relations firm specializing in experiential high-end travel and tourism. The enthusiastic, smart, and pro-active team of PR professionals and writers has a passion for travel and a knack for the media. What sets IMAGINE PR apart is a deep understanding of our clients. Many have been with us for a decade or longer. Our very first client is still with us after 15 years. Equally unique to IMAGINE PR, is our knowledge of the sustainability and conservation aspects of the hospitality and travel industry. IMAGINE PR has been named to Observer’s PR Power List of the 10 most powerful travel and hospitality PR firms and has won numerous HSMAI Adrian Awards (Platinum, Gold and Silver) over the last 14 years.
About Chiva-Som Hua Hin
Inspired by the founder, Mr. Boonchu Rojanastien’s motto “Above All, Enjoy Your Life,” Chiva-Som translates to “Haven of Life” in Thai, reflecting its commitment to revitalizing the mind, body, and spirit. Where enrichmentthrives and lives are transformed, Chiva-Som is a sanctuary of holistic wellness for a transformative lifestyle. This ethos, deeply ingrained since its inception in 1995, has propelled Chiva-Som to the forefront of global wellness. Our flagship Chiva-Som Hua Hin in Thailand, and the recent addition of Zulal Wellness Resort by Chiva-Som in Qatar, exemplify our unwavering commitment to providing guests with the tools to achieve optimal physical, mental, and emotional health. Guided by our knowledgeable and compassionate staff, guests embark on a transformative journey tailored to their individual needs. Our innovative approach seamlessly integrates mind, body, and spirit, fostering a sense of balance and tranquility. Beyond our resort experiences, Chiva-Som’s approach to wellness extends to the wider community, with educational opportunities and global sustainability initiatives at the core of everything we do.