Korean Air has unveiled its first major rebranding in four decades, following its $1.3 billion acquisition of a majority stake in Asiana Airlines. The strategic move strengthens Korean Air’s position as one of Asia’s largest carriers and marks a significant shift in South Korea’s aviation landscape.
Modernised livery design
As part of its rebranding, Korean Air has introduced an updated aircraft livery that maintains its signature light blue fuselage but with a refreshed metallic effect. The airline’s name, previously styled in bold, is now written in a sleeker, dark blue font. The tail features a simplified version of the taeguk symbol, the emblematic red and blue swirl from the South Korean flag, which has been darkened to navy blue for a more refined appearance.
This rebranding extends beyond the aircraft livery, with Korean Air revamping cabin crew uniforms, check-in counters, and digital interfaces to reflect the updated corporate identity. The airline aims to create a more modern and globally competitive image while maintaining its core Korean heritage.
Integration of Asiana Airlines
Following the acquisition, Korean Air will continue to operate Asiana Airlines as a subsidiary in the short term. However, by 2027, the two airlines will be fully integrated under the Korean Air brand.
The airline has also announced plans to consolidate its low-cost carriers. Jin Air, currently owned by Korean Air, will be merged with Asiana’s budget subsidiaries, Air Busan and Air Seoul, into a single low-cost entity. This move is designed to streamline operations and enhance cost efficiency in an increasingly competitive market.
The acquisition of Asiana Airlines is expected to give Korean Air control of over 50% of South Korea’s aviation market in terms of passenger capacity. This will position the airline as the world’s 12th-largest carrier by international seat availability, further expanding its global footprint.
Commitment to safety and service quality
Despite the operational complexities of the merger, Korean Air CEO Walter Cho has reassured passengers and stakeholders that safety and service quality remain the airline’s top priorities. His comments come in light of recent aviation safety concerns in South Korea, with increased scrutiny on the country’s airlines following several high-profile incidents.
Cho stated that the airline would take a measured approach to integrating Asiana Airlines, ensuring that all safety protocols and operational standards meet global aviation requirements. He also emphasised that customer experience would not be compromised during the transition.
A new era for Korean Air
The rebranding and integration efforts come as South Korea’s aviation sector faces renewed scrutiny over safety concerns. In May 2023, an Asiana Airlines Airbus A321 made headlines after a passenger opened an emergency exit door mid-flight, causing panic among passengers as the aircraft was preparing to land. The incident, which did not result in any fatalities but led to several passengers being treated for breathing difficulties, raised questions about security measures on board South Korean airlines.
As Korean Air moves forward with integrating Asiana, regulators and industry stakeholders will be keen to see how the airline enhances security and operational safety to restore passenger confidence.
