According to this article, I think that it is completly normal
because everybody knows that the next most dstination will be China.
Every day there is a new concept of hotel who is created.
China is a great country for hospitality and tourism and that is
a good idea for intercontinental which is already the top hotel company
in China as well as Japan.
By the way Intercontental group are not alone to implemante their hotels in China. There are already Chineese hotels Chains and also there are Hilton group, Accor group and others.
So the things is there will be a strong concurrence between hotels groups and just the best will win.