Hotel Shilla (008770) fair value: what the stock is really worth
As of Sep 23, 2026: fair value of Hotel Shilla KRW 10,966, price KRW 40,150, upside -72.7%, quality 36 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 23, 2026.
How to read this chart
60‑month range 35,900 KRW – 100,684 KRW · fair‑value band 5,385 KRW – 20,712 KRW · the 40,150 KRW price screens above the 10,966 KRW fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). 1 fiscal year is left out: there the valuation rested on only a fraction of the usual models. Dashed = 300-day average. As of Sep 23, 2026.
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Hotel Shilla Co.,Ltd operates as a hospitality company in South Korea and internationally. The company offers various luxury brands in boutique items, fashion, jewelry, cosmetics, watches, and souvenirs under the Shilla Duty Free brand name, as well as operates convenient shopping channels, such as internet duty-free shops and airport duty-free shops.
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Hotel Shilla Co.,Ltd operates as a hospitality company in South Korea and internationally. The company offers various luxury brands in boutique items, fashion, jewelry, cosmetics, watches, and souvenirs under the Shilla Duty Free brand name, as well as operates convenient shopping channels, such as internet duty-free shops and airport duty-free shops. It also operates hotels under the Shilla Seoul and The Shilla Jeju names; and provides fitness and healthcare services, as well as business travel management services. Hotel Shilla Co.,Ltd was founded in 1973 and is headquartered in Seoul, South Korea.
Stock analysis
Hotel Shilla (008770) currently trades at 40,150 KRW, while our model-based Fair Value estimate is 10,966 KRW, implying the stock looks roughly 266.2% overvalued today.
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Valuation
Bull case: the Multiples group reads highest at a median of 21,184 KRW per share, and 0 of the 8 models we run sit above the 40,150 KRW price.
Bear case: the Dividend Discount group reads lowest at 2,149 KRW, and 8 of the 8 models stay below the price. Evidence for this calculation is medium.
Scenario range: 5,385 KRW (bear) to 20,712 KRW (bull), the price of 40,150 KRW sits above it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 36/100 (below-average quality), in the Consumer Cyclical sector.
Weak Growth: Revenue is shrinking: the last year, the last three and the last five years are all negative.
Hotel Shilla reported revenue of 2.6T KRW in FY2025 versus 3.8T KRW in FY2021, a compound −8.7%/yr. Reported net income was −213B KRW in FY2025.
Key figures
Market cap 1.8T KRW (≈ $1.2B) · P/S ratio 0.43 · Dividend yield 0.4% · Net margin −8.1% · Return on equity −13.4% · Return on assets (EBIT) 2.2% · Operating margin 1.9% · Revenue (TTM) 4.2T KRW.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 38 out of 100 (medium confidence).
What moves the price
The share trades about 42% below its 52-week high and at its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at −1% fair-value upside, at −73%, 008770 screens richer than that median.
Fair Value models
The price assumes far more growth than our models allow for, so the models scatter widely (2,149 KRW to 21,184 KRW). Read the Fair Value as a cautious anchor, not a price target; the Growth Forecast section shows what the price assumes.
Bear 5,385 KRWFair Value 10,966 KRWBull 20,712 KRW
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target.Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.18/100
Revenue is shrinking: the last year, the last three and the last five years are all negative.
Revenue growth 1 year
−33.5%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
−18.9%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
−3.8%
Start year 2020 (pandemic). Over 10 years: −2.1% a year
Revenue growth 15 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+3.9%
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Profit margin (trend) ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.
−5.8% (2020) → 0.9% (2025)
What shareholders gained per year ⓘWe only publish this rate when it is defensible. Reason: fiscal 2025 is a loss year, no rate is defined from a loss
not computed
Growth Forecast
A lot of optimism in the price
The price assumes more growth than the company has delivered so far and more than analysts expect.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
+53.4%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
+11.8%
Yearly sales growth analysts expect, extended to five years.
After inflation (South Korea: IMF forecast 2.1% a year to 2030, 2.1% from 2016 to 2025) that is about +50.2% a year for the price and +9.5% for the forecasts.
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Specialty Retail · 231 stocks
Beats the industry median on 3/10 measures
Overall it trails its industry peers.
Valuation
Quality Score36 · Bottom 25%
Fair Value upside−73% · Bottom 25%
Profitability
Return on assets1% · Below median
Net margin (TTM)−4% · Bottom 25%
Operating margin (TTM)2% · Below median
Growth and dividend
Revenue growth8% · Above median
Dividend yield (TTM)0.4% · Bottom 25%
Balance sheet
Debt / equity0.72× · Highest 25%
Valuation Multiplesvs Specialty Retail median · lower = cheaper
P/FCF0.1× · Cheapest 25%
EV/EBITDA3.0× · Cheapest 25%
Strength profile in five axes (Snowflake)
This stockSector peers
VALUE (fair-value potential)0· sector 47
FUTURE (revenue growth)42· sector 25
PAST (return on equity)0· sector 27
HEALTH (low debt)64· sector 94
DIVIDEND (yield)9· sector 63
VALUE 0: the price sits above our fair-value range.
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Hotel Shilla Fair Value". https://www.fairvalue-calculator.com/stock/008770
Frequently asked questions
Is Hotel Shilla (008770) overvalued or undervalued?
As of Sep 23, 2026, our model estimates a fair value of 10,966 KRW versus a price of 40,150 KRW, about −73% upside (overvalued).
What is the fair value of 008770?
Our model-based fair value for Hotel Shilla is 10,966 KRW (as of Sep 23, 2026), built from audited fundamentals. The current price: 40,150 KRW.
What is the quality score of 008770?
Hotel Shilla has a Quality Score of 36/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Hotel Shilla (008770)?
Our model-based price target is the fair value of 10,966 KRW (as of Sep 23, 2026) from 11 valuation models. Cautious scenario 5,385 KRW, optimistic scenario 20,712 KRW. It is a calculation from audited fundamentals, not an analyst target.
What is the Hotel Shilla stock forecast for 2026?
Our models put fair value at 10,966 KRW, about −73% upside versus a price of 40,150 KRW (overvalued). Cautious scenario 5,385 KRW, optimistic scenario 20,712 KRW. The calculation is refreshed regularly with new filings.
What is the revenue of Hotel Shilla (008770)?
Hotel Shilla reported trailing-twelve-month revenue of about 4.2T KRW (latest available figure, as of Sep 23, 2026).
Does Hotel Shilla pay a dividend?
Hotel Shilla currently shows a dividend yield of about 0.43% relative to its recent price (as of Sep 23, 2026).
What growth is priced into Hotel Shilla (008770)?
For today's price to be fair in a discounted-cash-flow model, Hotel Shilla would have to grow free cash flow by +53.4 % per year for five years (discount rate 11.1 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew -3.8 % per year. As of Sep 23, 2026.
What discount rate (WACC) does the fair value of 008770 use?
Our models discount Hotel Shilla at 11.1 %: a base by market capitalisation (small), damped by beta 0.83, country premium for South Korea. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For Hotel Shilla that is +53.4 % per year a year over ten years, using the same discount rate (11.1 %) and the same formula as our fair value.
How much growth has Hotel Shilla (008770) delivered so far?
Over the past 5 years revenue at Hotel Shilla grew -3.8 % a year. The price currently implies +53.4 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of Hotel Shilla (008770) growing?
The median revenue growth in the sector is +2.5 % a year. That is the yardstick for the growth priced into Hotel Shilla (+53.4 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Hotel Shilla (008770)?
The free-cash-flow yield on the price is 1.20 %: that much free cash flow Hotel Shilla produces per unit of market value. When it exceeds the discount rate of our models (11.1 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Hotel Shilla (008770)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Hotel Shilla it is 10,966 KRW per share (as of Sep 23, 2026), against a price of 40,150 KRW. It is the blended result of 11 valuation models (cash flow, earnings, asset, dividend).
Is Hotel Shilla stock overvalued or undervalued in 2026?
As of Sep 23, 2026, 008770 trades above its calculated fair value: price 40,150 KRW, fair value 10,966 KRW, a gap of about −73% (overvalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of 008770?
No. The price is what the market pays today (40,150 KRW); the fair value is what the company's own numbers justify (10,966 KRW). For Hotel Shilla the two are 29,184 KRW per share apart. That gap is exactly why we show both numbers side by side.
How much is Hotel Shilla worth?
The market values Hotel Shilla at about 1.8T KRW (market capitalisation, as of Sep 23, 2026). Per share that is 40,150 KRW; our models calculate a fair value of 10,966 KRW per share.
What do the bullish and bearish scenarios say about 008770?
Our models span a range for Hotel Shilla: cautious scenario 5,385 KRW, base 10,966 KRW, optimistic 20,712 KRW per share (as of Sep 23, 2026, price 40,150 KRW). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Hotel Shilla (008770)?
Balance-sheet figures for Hotel Shilla (as of Sep 23, 2026): return on equity −13.4%, debt of 0.72 per unit of equity. They feed the Quality Score of 36/100, which measures business quality independently of the share price.
How far is 008770 from its 52-week high?
Hotel Shilla trades at 40,150 KRW, about 42% below its 52-week high of 69,400 KRW and at the low of 40,100 KRW (as of Sep 23, 2026). Distance from the high says nothing about value: that is what the fair value of 10,966 KRW is for.
Which stocks are comparable to Hotel Shilla?
From the same area (Consumer Cyclical) we also value Alimentation Couche-Tard Inc, Casey's General Stores, Inc, Williams-Sonoma, Inc, Ulta Beauty, Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Hotel Shilla stock attractive at the current price?
The data as of Sep 23, 2026: price 40,150 KRW, calculated fair value 10,966 KRW (−73%), Quality Score 36/100, from 11 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of 008770 calculated?
We run Hotel Shilla through 11 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of 10,966 KRW, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.1 % above its aggregate fair value. Hotel Shilla itself currently trades above fair value. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Hotel Shilla (008770)?
The closing price on Sep 23, 2026 was 40,150 KRW. Our model-based fair value is 10,966 KRW, about −73% upside (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Hotel Shilla right now?
The price sits above even our optimistic bull case (20,712 KRW). The favourable scenario is already priced in. Weak quality (36/100) and above fair value at the same time, the margin of safety is missing on both counts. The model range is unusually wide (5,385 KRW to 20,712 KRW). The outcome hinges heavily on assumptions, so read the point estimate with caution.
Key figures of Hotel Shilla
How large is the market capitalisation of Hotel Shilla (008770)?
The market capitalisation of Hotel Shilla is 1.8T KRW (≈ $1.2B). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Hotel Shilla (008770)?
The price-to-sales ratio of Hotel Shilla is 0.43 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What is the dividend yield of Hotel Shilla (008770)?
The dividend yield of Hotel Shilla is 0.4%. Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Hotel Shilla (008770)?
The net margin of Hotel Shilla is −8.1% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Hotel Shilla (008770)?
The return on equity (ROE) of Hotel Shilla is −13.4% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Hotel Shilla (008770)?
On an EBIT basis the return on assets of Hotel Shilla is 2.2% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Hotel Shilla (008770)?
The operating margin of Hotel Shilla is 1.9% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Hotel Shilla (008770)?
Revenue at Hotel Shilla is growing +8.4% versus a year earlier (3y avg −18.9%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Hotel Shilla (008770)?
Earnings per share at Hotel Shilla are growing −62.9% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Hotel Shilla (008770) carry?
The net debt of Hotel Shilla is 1.0T KRW (fiscal year 2025, ≈ 58.3 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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