From Pepsi to Something New: Is Korean Air Taking a Step Toward Innovation or Throwing Heritage Out the Window?

Amid an era of globalized aviation, brand identity functions as both a commercial asset and a cultural representative. In this spirit—or perhaps in a moment of audacious miscalculation—Korean Air has unveiled its first new livery and corporate identity in over four decades. Launched alongside the airline's historic merger with Asiana Airlines, the new design—marked by an oversized Taegeuk symbol, a metallic sky blue color scheme, and an elaborately curved fuselage swoop—has been viewed more as a bold bid for renewal than a celebratory homage. More than an aesthetic makeover, the livery itself incarnates an airline grappling with the design challenges of modernization, even at the risk of alienating traditionalists who see the change as an unceremonious departure from a valued heritage. While the restructuring delivers the requisite corporate buzzwords—scale, synergy, sustainability—the rebranding efforts ironically showcase the delicate trade-offs between the imperatives of cutting-edge design, less like vision and more like visual theater, staging a quiet standoff between progressive design posturing and the stubborn nostalgia of national identity.

In an age of increased globalization, economic volatility, and intensifying competition, the airline industry stands at a crossroads. Where mergers and acquisitions were once seen as survival strategies, they have become essential to growth. Historically, South Korea has been a formidable player in the global air transportation sector. Yet it now faces a defining moment with the megamerger between Korean Air and Asiana Airlines. This merger is emblematic of broader trends toward operational scalability, market convergence, and resilience against external shocks. Framed as a strategic tribute to national ambition, the merger ultimately reflects a pragmatic shift where domestic carriers are no longer merely encouraged, but implicitly required, to streamline internal operations and compete on terms dictated by an increasingly scale-driven and homogenized global aviation market.

The Korean Air–Asiana Airlines merger marks a milestone in South Korea’s aviation history. Korean Air finalized its acquisition of a 63.88% stake in Asiana Airlines for approximately $1.05 billion, following approvals from 14 foreign regulatory bodies. The resulting entity will be a more robust and competitive national carrier, better equipped to navigate the complexities of global aviation.

To address antitrust concerns, particularly from the European Union, Korean Air pledged to divest Asiana’s cargo division via a carve-out deal. Defying expectations, Air Incheon acquired the cargo operations for around 470 billion won ($328 million), gaining 11 freighters and about 800 employees. This strategic move not only satisfied regulatory demands but also elevated Air Incheon's standing in the cargo sector.

The integration is twofold: Asiana Club will be merged into Korean Air’s SKYPASS loyalty program by mid-2025, and low-cost subsidiaries will be consolidated to streamline operations and enhance competitiveness. Korean Air’s rebranding initiative, launched in March 2025, signals the dawn of this new era, with its refreshed livery and corporate identity serving as visible emblems of transformation.

As aviation dynamics continue to evolve, Korean Air’s strategic maneuvers reflect a commitment to operational efficiency and market dominance, aligning with broader trends in global airline consolidation. If the integration proves successful, Korean Air will be better positioned to weather future economic shocks and seize emerging opportunities in international aviation.