The new brand is targeting adventure-seeking millennials, trendy baby boomers and a modern-day middle-class family.

The cruise experience includes efforts to create a culinary journey with Chinese and international food and delight guests with entertainment based on Chinese culture and folklore. The cruise line will also feature global and local fashion brands to curate a comprehensive shopping experience.

A group of 12 large Chinese banks including ICBC and ABC has been formed to provide the cruise company with about 10 billion yuan ($1.39 billion) in financing to support its shipbuilding project and operation, the company said.

The first 135,500 gross tonnage cruise ship under construction in SWS is scheduled to be launched at the end of 2023. The construction of the second ship has already begun.