Korean Air just made huge changes to its look, dining and inflight amenities
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For Korean Air, it's out with the old and in with the new.
South Korea's flag carrier unveiled its first major brand redesign since 1984, alongside a new livery, new inflight dining and upgraded onboard experiences across various cabins.
The airline shared a simplified, muted take on its iconic taegeuk logo at a media event attended by TPG at Gimpo International Airport (GMP) near Seoul, South Korea, on Tuesday.
The new logo trades the previous iteration's blue, red and white hues for a more minimalist, subdued design. The logo, Korean Air explained in a statement, is inspired by a traditional Korean hat dance called "Sangmo."
The simplified, modern branding was on full display when the airline unveiled its new blue-and-white livery on a Boeing 787-10. The simplified taeguek symbol dominates the plane's fin, while "KOREAN," written with "subtle brushstroke-inspired details" and "smooth curves and open connections," takes up the front section of the aircraft. A new metallic paint makes the airline's signature sky-blue coloring feel more luxurious, the airline says, while a flowing, curved line dancing on the bottom of the fuselage rounds out the exterior changes coming to Korean's fleet.
Though the livery is void of red, the airline's old brand colors will still be on display in a new way on airport check-in screens, SkyPass cards and online. They'll also be seen in innovative new ways throughout airports, in Korean Air lounges and on board flights in the near future.
New inflight dining, amenity kits and more
Korean Air also unveiled its new inflight and lounge dining experiences, crafted by Seakyeong Kim, the Korean chef behind popular Seoul restaurants Cesta and Hue135.
"We realized we needed to change," David Pacey, executive vice president of inflight service and lounges, said during a press conference highlighting the new menu. "It was time for us to do something different."
New dishes include salmon bibimbap, spicy stir-fried octopus with pork, tofu pad thai, spicy eggplant stir-fry, and rose pasta in economy class, and octopus nurungji rice, beef brisket bibimbap and royal hot pot — served on new china — in premium cabins.
And, Pacey highlighted, the airline is introducing a Korean staple on board for the very first time across all classes: kimchi.
First-class passengers can enjoy upgraded bedding and slippers by Italian brand Frette, a staple of luxury hotels, and new Air Coil mattresses from Eco World. First class and business class, or Prestige, as it's known on Korean Air, will also enjoy new amenity kits from Graff, a British luxury brand.
These new services will launch Wednesday on 10 long-haul routes, including New York, Paris and London flights. All of Korean's long-haul routes will be upgraded by June, with medium- and short-haul routes joining the fray in September.
Last year, the airline launched Prestige 2.0 business-class suites.
Asiana merger is official
The new brand identity and inflight upgrades come as Korean and Asiana Airlines, South Korea's two major airlines, continue to work through a major merger that was finalized in late 2024 following years of international regulatory speedbumps. But, with the green light now secured, the merger strengthens Korean's position as South Korea's dominant brand — which is getting the update as the company prepares to fold Asiana, currently a subsidiary, into the airline following a two-year integration process. However, Korean Air's new brand identity feels void of any pieces of Asiana, a brand that will cease to exist once that two-year period is over, according to The Korea Times.
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- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
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- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.