Korean Air steps up competition in Asia

Following its $1.3 billion merger with Asiana Airlines, Korean Air is stepping up its marketing efforts to capture more of the tough and competitive Asian market, which already has three strong competitors — from China (which offer ultra-low fares), from Japan (which offer top-tier quality) and from Taiwan (which also offer premium quality at competitive rates).

- MARIANNE GO

This has resulted in low fares across the region.

Just last week, Korean Air unveiled its new corporate identity in a splashy event in Seoul, Korea, where Walter Cho, chairman and CEO of the Hanjin Group and Korean Air, shared his vision for the airline's future.

In his remarks at the event, Cho said, "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. With this foundation, we will build an industry-leading safety system, elevate the customer experience, and strengthen trust through open communication with all stakeholders. Together, we'll create a more connected and better world."

He added, "With the full integration of Asiana Airlines, our role as Korea's flagship carrier has grown even more significant. We will bring together our expertise, refine our strengths and unite cultures to create an innovative, unmatched airline experience."

Before its acquisition by Korean Air, Asiana Airlines (along with Taiwan's EVA Air) offered very competitive fares to countries in the Asian region and even to the US, oftentimes better than those offered by our own flag carrier, Philippine Airlines. The catch, however, was a longer flight, as Asiana and EVA Air flights to the US originated from their hubs in Seoul or Taipei.

I have personally experienced the services of Asiana Airlines and EVA Air in the past and admit that what they offered was clearly superior to what our local carriers could provide, making up for the longer flight time.