Korean Air Reveals First Major Rebrand in 41 Years with Beautiful New Livery

Korean Air has unveiled a sweeping brand transformation, marking its first major redesign in over four decades. The highly anticipated rebranding was revealed during a grand event at the airline’s headquarters in Seoul, showcasing a modernized Taegeuk symbol, a refined logotype, and a sleek aircraft livery that signals a bold step into the future.

The unveiling took place at “Rising Night,” an exclusive gathering held at Seoul-Gimpo International Airport, where a Boeing 787-10 Dreamliner was introduced as the first aircraft to bear the airline’s new visual identity.

Photo: Courtesy of Korean Air

Around 1,000 guests, including airline executives, employees, industry leaders, and global media representatives, attended the event, witnessing the historic rebranding firsthand.

Preserving Heritage, Embracing Modernity

Kenneth Chang, Korean Air’s Chief Marketing Officer, detailed the vision behind the redesign, emphasizing its deep cultural roots. “At the heart of this transformation lies a deeper, more refined shade of blue for the iconic Taegeuk symbol,” said Chang. “This was inspired by the swirling ribbons of Korea’s traditional Sangmo dance, reflecting both movement and heritage.”

Photo: Courtesy of Korean Air

The updated logotype, with its fluid curves reminiscent of Korean brushstrokes, harmonizes tradition with a contemporary aesthetic. The modernization, however, is more than just a visual refresh—it aligns with Korean Air’s ambitious plans for the future, including its impending merger with Asiana Airlines, scheduled for January 1, 2027.

Walter Cho, Chairman and CEO of Korean Air, reinforced this commitment. “As a unified Korean Air, we aspire to transcend transportation by forging connections between people, cultures, and the world above us,” Cho said. He also outlined the airline’s goals of enhancing safety, customer experience, and corporate transparency to build stronger trust with stakeholders.

A Striking New Livery

Korean Air’s new livery builds upon its signature sky-blue color while incorporating metallic paints for a more luxurious appearance. The classic cheatline has been replaced with a smooth, flowing curve, creating a seamless and modern aesthetic.

Photo: Courtesy of Korean Air

“The modern design showcases an enlarged logotype, creating a greater visual impact while maintaining balance and elegance,” said Chang. The airline aims to preserve its brand’s recognizability while refining it to meet evolving industry and customer expectations.

New Inflight Experience

Alongside the brand transformation, Korean Air is enhancing its inflight service, debuting a revamped menu and upgraded amenities across its cabins. The airline collaborated with Chef Seakyeong Kim of Seoul’s Cesta restaurant to curate a fine-dining experience that blends Korean culinary heritage with global trends.

Photo: Courtesy of Korean Air

First and Prestige Class passengers will enjoy an expanded selection of amuse-bouches, appetizers, and main courses, including delicacies such as octopus nurungji rice, beef brisket bibimbap, abalone rice, and royal hot pot (Shinseollo).

Economy class offerings have also been expanded, featuring new bibimbap variations, including salmon and spicy stir-fried octopus with pork, alongside international dishes like tofu pad thai and rosé pasta.

Photo: Courtesy of Korean Air

David Pacey, Executive Vice President of In-flight Services and Lounges, noted that the upgrade was long overdue. “During a trip to Los Angeles with the Chairman, we recognized an urgent need for change,” said Pacey. “It had been nearly 15 years since we updated our menu, and this was the perfect moment to redefine our culinary offerings.”

Photo: Courtesy of Korean Air

The enhancements extend beyond meals. First class passengers will dine on Bernardaud china, using Christofle cutlery and Riedel glassware, while Prestige Class passengers will enjoy Armani/Casa dishware and exclusive glassware.

Both First and Prestige class bedding will feature premium materials from Italian luxury brand Frette, complemented by an innovative Air Coil mattress from Eco World.

Photo: Courtesy of Korean Air

Premium class amenity kits, designed in collaboration with British luxury brand Graff, will include elegant pouches with exclusive skincare products and fragrances.

The upgraded inflight dining and service offerings will debut on March 12 on ten major long-haul routes, including flights to New York, Paris, and London. By June, these enhancements will be available across all long-haul routes, with a gradual rollout to medium- and short-haul routes starting in September.

New Lounge Openings

Korean Air is also investing in its airport lounges, planning to triple its lounge space from 5,000 square feet to 15,000 square feet to better accommodate passengers.

The timeline for new lounge openings includes:

• August 2025: Launch of the Incheon Million Miler Lounge and a new Business Lounge.
• January 2026: Opening a redesigned lounge at Los Angeles International Airport (LAX).
• April 2026: Incheon International Airport will debut a new First Class Lounge and additional Prestige Lounges.
• June 2026: A new lounge at JFK Terminal 1 in New York.

New First and Premium Economy

In addition to launching a new corporate image and inflight service package, Korean Air teased new private First Class suites and a brand-new Premium Economy product.

The new Premium Economy seats will debut towards the end of the year, said Cho, initially being installed on the airline’s Boeing 777s. “The 777-300ER is being retrofitted as we speak,” he said. “These aircraft, along with the Airbus A350s and Boeing 777-9s, will all be fitted with premium economy.”

Photo: Courtesy of Korean Air

Korean Air expects to configure each aircraft with 20 to 25 premium economy seats, which will be available on all long-haul routes. The 777s will also see their older Business Class seats replaced by the new Prestige Suites 2.0.

Regarding the timeline for the rollout, Cho estimated that the newly configured aircraft would begin flying in the fall or winter schedule, signaling the next phase in Korean Air’s fleet modernization strategy. However, because of impending delays in new aircraft from both Boeing and Airbus, the rollout of the new products might be delayed.

A New Era for Korean Air

Korean Air’s rebranding represents a broader commitment to innovation, elevated service, and global leadership in the airline industry. With a refreshed identity, a reimagined inflight experience, and ambitious expansion plans, the airline is positioning itself for a new era.

Photo: Courtesy of Korean Air

As Kenneth Chang puts it, the goal is to become the world’s “most loved airline,” and for that, they must excel at showing love to its customers with a world-class product, on the ground and in the air.

As the national carrier of South Korea, Korean Air aims to not only connect people and cultures but also set a new standard in premium air travel.