(Seoul, March 4, 2025) - Korean Air marked its 56th anniversary with the unveiling of its new corporate value system designed to strengthen the airline’s strategic position as a leading global network carrier. To commemorate this milestone, the airline organized a special event at its Seoul headquarters, attended by Hanjin Group and Korean Air Chairman and CEO Walter Cho along with approximately 200 employees. The event was streamed live to enable participation from employees worldwide. During the event, Korean Air introduced its new corporate value system, "KE Way," which encompasses the airline's purpose, vision and mission. The initiative is aimed at fostering a shared commitment among employees to sustainable growth and the airline’s continued global expansion. The event featured an interactive town hall meeting where Cho reflected on Korean Air’s 56-year journey, shared strategic initiatives for the future, and engaged in open dialogue with employees. In his anniversary address, Cho emphasized the importance of the new corporate values as the airline embarks on preparations for its integration with Asiana Airlines. “This value system will serve as our unifying force, guiding us toward our shared goals and shaping our distinct identity,” said Cho.
■ “KE Way”: A commitment to becoming the world’s most loved airline Korean Air developed its new corporate value system through internal surveys, market analysis and expert consultations. At the core of this value system is the airline’s purpose statement: “Connecting for a better world." This reflects the airline’s commitment to global connectivity while building upon Hanjin Group’s legacy in transportation. The airline's new vision, "To be the world’s most loved airline," underscores its commitment to service excellence and corporate responsibility. To achieve this vision, Korean Air has outlined three key operational pillars: ● Beyond Excellence – Ensuring the highest level of safety and operational standards ● Journey Together – Fostering a people-centric corporate culture for employees and customers ● Better Tomorrow – Contributing to global connectivity and sustainable operations
■ Employee-Centered Integration and Future Developments The town hall meeting covered a wide range of topics, including integration strategies, organizational structure, new corporate identity (CI), employee engagement and day-to-day operations. Cho expressed gratitude to employees for their dedication and emphasized their critical role in Korean Air’s future success. “Through ‘KE Way,’ we aim to become the world’s most loved airline,” said Cho. “Our strength lies in our aviation expertise and our commitment to exceptional customer service.” Cho also addressed the integration process with Asiana Airlines, stressing the importance of a gradual, employee-focused approach. “Cultural integration takes time and cannot be rushed. We recognize the challenges that may arise and will proceed thoughtfully, ensuring we respect the values and sentiments of employees from both airlines.” The event concluded by highlighting Korean Air’s new corporate identity (CI), which will be officially unveiled on March 11. “This rebranding initiative strengthens our position as a leading global airline while reinforcing trust with our customers and employees,” said Cho. “We will first introduce our new corporate identity, followed by redesigned uniforms that will be aligned with the launch of the integrated airline." With its new corporate value system and upcoming brand renewal, Korean Air continues to build upon its 56-year legacy as it prepares for integration and continued expansion on the global aviation stage.
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