Korean Air is set to undergo one of the most significant transformations in its history. In what marks its first major rebranding in over four decades, the airline is rolling out a completely refreshed corporate identity, a new aircraft livery, upgraded lounges, and enhanced in-flight services. Korean Air CEO Cho Won-tae says his mandate is clear: Korean Air should become ‘the world’s most loved airline’ — an ambitious goal for a carrier that, of the last decade, has never been considered a major player in Asia (of the likes of Singapore Airlines, ANA, and others).

But this rebrand is more than just a visual refresh—it’s a statement of intent. It signals the airline’s ambitions to position itself as a leading Asian carrier following its acquisition of Asiana Airlines, a move that will see Korean Air eventually cement its place as one of Asia’s most powerful aviation players.

At the heart of the rebranding is a contemporary corporate identity that blends modern aesthetics with the airline’s deep-rooted heritage. One of the most noticeable changes is the streamlining of its name from "Korean Air" to simply "Korean," a move the airline says designed to create a bolder, more international brand presence. The name appears in a new, larger dark blue font, giving it a sleek, modern look.

The iconic 'Taegeuk' symbol, a stylised yin-yang taken from the South Korean flag, has also been refined. Previously rendered in blue and red, it has now transitioned into a minimalistic dark blue. The airline says it is aligning with global branding trends while maintaining a strong connection to the airline’s national identity.

Korean’s design philosophy is: Simplicity, elegance, and a nod to tradition—runs through the entirety of the rebrand. It is clear that Korean Air wants to project an image of a forward-thinking, global airline while preserving the essence of what has made it an iconic carrier in Asia.

Korean Air’s new livery retains the brand’s signature sky-blue hue but now features a metallic sheen, creating a more refined and premium look. The fuselage’s upper half has been given a light blue metallic effect, which subtly shifts in tone depending on lighting conditions, while the tail showcases the redesigned 'Taegeuk' in dark blue.

The first aircraft to don this livery is a Boeing 787-10. Over the coming years, Korean Air will repaint its entire fleet in this updated livery, ensuring a consistent and premium look across all aircraft types.

Korean Air is making a major push to enhance its ground services, with airport lounges at the core of this effort. The airline is moving away from its previous, somewhat sterile lounge design and instead embracing a concept that mirrors luxury hotel lobbies.

The new lounges will feature live cooking stations where chefs will prepare fresh Korean and international dishes on demand. A bakery and patisserie will offer freshly made croissants, pastries, and even pizzas, elevating the food offering to a level rarely seen in airline lounges.

These improvements aim to raise the bar for premium travel, ensuring Korean Air competes with the best lounge experiences globally.

In-flight dining is also receiving a major overhaul, for the first time in 15 years, thanks to a new partnership with renowned Korean chef Seakyeong Kim. Passengers can expect an infusion of contemporary Korean cuisine, along with modern twists on traditional dishes.

New amenity kits from Graff, upgraded First & Business class bedding, and improved in-flight entertainment systems are also part of the refresh.

Beyond aesthetics and service upgrades, the biggest change for Korean Air is its absorption of Asiana Airlines. The deal, valued at approximately $1.3bn, was finalized in December 2024, and over the next two years, the two carriers will gradually integrate into a single entity.

The merger will create one of the largest airlines in Asia. It will also consolidate South Korea’s airline industry, reducing competition but potentially making Korean Air more competitive internationally.

Korean Air and Asiana combined will offer a vast route network, covering over 250 destinations worldwide. The airline say passengers can expect improved connectivity and more seamless travel options. Asiana’s fleet will be integrated with Korean Air’s, allowing for better aircraft utilisation.

Asiana Club members will eventually be absorbed into Korean Air’s SKYPASS programme, which could mean better redemption options for frequent flyers. Korean Air’s rebranding effort extends to Asiana’s premium products, meaning Asiana’s First Class and Business Class offerings will be aligned with Korean Air’s evolving service standards.

A major component of the merger is the restructuring of the low-cost segment. Korean Air will merge its budget airline Jin Air with Asiana’s low-cost subsidiaries, Air Busan and Air Seoul, into a single brand under Jin Air.

This new Jin Air will become one of Asia’s largest low-cost carriers, potentially rivalling established names like AirAsia and Scoot. The consolidation will allow for better route planning, a more efficient fleet, and an improved budget travel experience.

This move is significant because it strengthens Korean Air’s position in both the full-service and budget airline markets, making it a more dominant player in Asia’s aviation sector.
  • The author is an aviation analyst. X handle @AlexInAir