Korean Air wants to become an airline loved by customers and employees. It will focus on quality rather than size, and will become an airline that emphasizes the happiness and safety of its customers.
Cho Won-tae, chairman of Hanjin Group, noted during the 'Rising Night' event held on Nov. 11 at the company’s headquarters in Gangseo District, Seoul, that Korean Air unveiled a new corporate identity (CI) that modernizes its traditional taeguk mark. This new CI is the first change in over 40 years.
A plane with the new Korean Air logo was also revealed. Chairman Cho stated that the process of painting aircraft could take several years, which is why CI was disclosed in advance. Typically, it takes about three weeks to paint a large aircraft and about 10 days for smaller ones. The integrated Korean Air fleet consists of over 250 aircraft. Starting with its own planes at the Korean Air hangar in Busan, it plans to paint Asiana Airlines planes as well. It is expected that it will take about three to four years to paint the entire fleet.
He stated that the separation sale of Air Busan is not being considered as part of the plan to integrate low-cost carriers (LCCs). Korean Air plans to integrate three LCCs: Jin Air, its subsidiary, and Air Busan and Air Seoul, which are subsidiaries of Asiana Airlines, after the corporate merger. Jin Air aims to expand focusing on routes with high tourism demand.
Chairman Cho noted, 'The three LCCs have different systems, so the merger process is expected to take quite a bit of time. We are planning the integration considering Air Busan employees as part of one family. Busan is our country’s second city, and it will become even more important when the new airport opens. We are planning to divide roles in a manner that will make it even more significant than it is now.'
It was stated that the integration of airline mileage will be conducted at a level that all customers understand. Korean Air plans to prepare an integration plan and announce it soon. Korean Air has decided to integrate Asiana Airlines mileage into Korean Air mileage at a reasonable rate.
In response to concerns that a monopoly airline would lead to soaring ticket prices, Chairman Cho said, 'That will absolutely not happen.' He noted that there are currently about 50 foreign airlines operating at Incheon International Airport, which makes the concept of a monopoly hard to understand, especially considering the principle of reciprocity that ensures fair operations between the two countries.
Chairman Cho revealed, 'I said we would merge Asiana Airlines in six months, but it took four years. While I felt good when I received the final approval, the weight of responsibility also made me feel heavy. After watching the employees for two months, I became confident that, with their active and positive engagement, we could make it happen.'
He likened the rapid changes in the global situation following the second term of the Donald Trump administration to the COVID-19 crisis. He stated, 'For airlines, the won-dollar exchange rate is the most crucial factor, and uncertainty has increased. However, compared to the beginning of the COVID-19 pandemic, the situation is actually easier, and it is a problem that can be overcome if the employees come together.'
Starting Dec. 12, Korean Air will offer a new in-flight meal menu and convenience services. The highlight is a fine dining course created in collaboration with chef Kim Se-kyung using seasonal ingredients. For first-class meals, Korean Air has produced exclusive tableware in collaboration with renowned French luxury brand Bernardaud.