Korean Air introduced its new corporate identity on March 11 in Seoul, including aspects of the onboard experience. Additionally, the new inflight menu was revealed at the Grand Hyatt Incheon.
The airline collaborated with Chef Seakyeong Kim, the owner of Cesta restaurant in Seoul, to curate a fine-dining-inspired menu. Dishes will showcase seasonal ingredients and innovative culinary techniques.
The premium classes will have expanded selections of amuse-bouches and appetisers, creating a more immersive tasting experience. Newly introduced main courses and desserts, including papillote and petit fours, add culinary sophistication and visual appeal.
Highlighting Korea’s culinary heritage, the airline has developed signature dishes such as octopus nurungji rice, beef brisket bibimbap, abalone rice and royal hot pot (Sinseollo).
Economy class meal options have been expanded beyond traditional beef bibimbap to include salmon bibimbap and spicy stir-fried octopus with pork. Reflecting global culinary trends, the menu now includes greater choice through dishes such as tofu pad thai, spicy eggplant stir-fry and rosé pasta.
To complement the dining experience, Korean Air has partnered with luxury brands for its premium tableware. First-class passengers will dine on Bernardaud china with Christofle cutlery and Riedel glassware. Meanwhile, Prestige class will feature Armani/Casa dishware and glassware.
To boost comfort, first-class bedding will feature premium materials from Italian luxury brand Frette and an Air Coil mattress from Eco World. First-class passengers will also receive Frette loungewear.
Premium amenity kits, created in exclusive collaboration with the British luxury brand Graff, consist of elegant pouches with skincare products, including perfume.
The upgraded inflight dining and service offerings will be introduced on March 12 across 10 major long-haul routes, including flights to New York, Paris and London.
By June, these enhancements will be available on all long-haul routes, followed by a rollout to medium- and short-haul routes starting in September.
The corporate rebranding unveiled a Boeing 787-10 in the company’s updated livery. It introduced the Prestige Suites 2.0 cabin interiors that will enter service on the Seoul Incheon-Tokyo Narita route on March 12
The airline’s new logo features a modernised version of its signature Taegeuk symbol. The new iteration features subtle brushstroke-inspired details, smooth curves and open connections, offering a modern interpretation of Korean elegance.
Inspired by the dynamic ribbons of Korea’s traditional Sangmo hat dance, the symbol is rendered in dark blue. The new branding includes three variations: the full logo featuring both the Taeguk symbol and ‘KOREAN AIR’, a simplified version displaying only ‘KOREAN’ and a standalone Taegeuk symbol option.
Walter Cho, Chairman and CEO of Hanjin Group and Korean Air, shared his vision for the airline’s future, stating: “As a unified Korean Air, we are committed to more than just transportation – we aim to connect people, cultures and the world through the skies.”
