Korean Air CEO Walter Cho - Photo: Korean Air
Korean Air has introduced a new corporate value system as it commemorates its 56th anniversary. The initiative, called "KE Way," is intended to guide the airline’s strategic direction and future growth, particularly as it moves towards integrating with Asiana Airlines....
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Korean Air has introduced a new corporate value system as it commemorates its 56th anniversary. The initiative, called "KE Way," is intended to guide the airline’s strategic direction and future growth, particularly as it moves towards integrating with Asiana Airlines.
A special event was held at the airline’s headquarters in Seoul, attended by Hanjin Group and Korean Air Chairman and CEO Walter Cho along with approximately 200 employees. The event was streamed live to allow global participation. During the event, Cho reflected on the airline’s history, outlined strategic initiatives, and engaged in discussions with employees.
In his address, Cho highlighted the role of the new corporate values in unifying the company as it prepares for integration. “This value system will serve as our unifying force, guiding us toward our shared goals and shaping our distinct identity,” he said. He also acknowledged employees’ contributions and their importance in the airline’s future. “Through ‘KE Way,’ we aim to become the world’s most loved airline,” he added.
The new corporate value system was developed through internal surveys, market research, and expert input. It includes a purpose statement, “Connecting for a better world,” which reflects the airline’s focus on global connectivity while maintaining Hanjin Group’s transport legacy. The vision, “To be the world’s most loved airline,” underscores its emphasis on service quality and corporate responsibility.
To achieve this, Korean Air has outlined three key operational principles: ensuring high safety and operational standards ("Beyond Excellence"), fostering a people-centric culture ("Journey Together"), and promoting global connectivity and sustainability ("Better Tomorrow").
The town hall meeting also addressed integration strategies, organisational structure, corporate identity, and employee engagement. Cho stressed the importance of a gradual and employee-focused integration with Asiana Airlines. “Cultural integration takes time and cannot be rushed. We recognise the challenges that may arise and will proceed thoughtfully, ensuring we respect the values and sentiments of employees from both airlines,” he said.
The airline’s new corporate identity will be officially unveiled on 11 March. “This rebranding initiative strengthens our position as a leading global airline while reinforcing trust with our customers and employees,” Cho stated. The rebranding will include redesigned uniforms aligned with the integrated airline’s launch.
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