In March 2025, Korean Air announced a major rebranding campaign following the completion of its merger with Asiana Airlines. This rebranding initiative goes beyond visual changes, as the airline is investing significantly in enhancing the passenger experience. In particular, Korean Air is launching a new first-class product and adding a premium economy class, showcasing its determination to elevate its service standards.
A primary aspect of Korean Air’s investment is the premium ground experience at Seoul Incheon Airport (ICN). The airline is refurbishing current lounges and increasing their capacity to serve more passengers. This effort is part of a larger strategy to enhance the overall passenger experience, especially given the rising demand post-merger with Asiana Airlines.
Korean Air’s lounge network is being transformed to address earlier feedback regarding its facilities. The lounges, once perceived as sterile with lackluster food and drink selections, are being redesigned to feature a fresh aesthetic inspired by hotel lobbies. This includes dedicated areas for dining, relaxation, meetings, and wellness, merging elegant Korean design with modern luxury. The interiors showcase a color scheme of gold, charcoal, black, and ivory, along with traditional Korean architectural details.
The airline is also improving its food and beverage selections in lounges, collaborating with the Grand Hyatt Incheon to offer live cooking stations and a selection of both Korean and international cuisines. Furthermore, lounges will feature bakeries and patisseries that provide fresh croissants, pizza, and desserts.
Korean Air is greatly expanding lounge capacity at Incheon, nearly doubling the number of passengers that can be serviced. The overall lounge space will also more than double, ensuring adequate capacity for the merged passenger demographics of Korean Air and Asiana Airlines.
The lounge refurbishment project is advancing, with several new and upgraded lounges already in operation. In 2025, the new Korean Air Prestige East Lounge and two Korean Air Prestige Garden Lounges debuted, coinciding with the airport’s expansion. By early 2026, the Korean Air Prestige East (Left) Lounge opened, featuring unique amenities such as a Ramyeon Library, cooking studio, and arcade room. Additional lounges, including the revamped Korean Air First Lounge and Korean Air Prestige West Lounge, are slated to open later in 2026. Renovations are also ongoing at outstation lounges, with updates expected for the Los Angeles (LAX) and New York (JFK) lounges.
Korean Air’s renewed emphasis on enhancing its passenger experience is a positive progression. The airline’s executives have recognized the need for enhancement, and the ongoing investments in lounge facilities and service offerings demonstrate a commitment to improving the overall travel experience. With a leadership team that comprises individuals with backgrounds in hospitality, Korean Air is well-equipped to enact these changes successfully.
In summary, Korean Air’s investment in its lounge network and passenger experience represents a promising advancement, addressing previous critiques and setting the airline up for future success. The expanded and remodeled lounges, paired with enhanced service offerings, are anticipated to improve the travel experience for passengers, positioning Korean Air as a more competitive entity within the global aviation market.