South Korea is fast becoming the world’s hottest destination thanks to a global love for K-everything – be it skincare, beauty treatments, pop music or Netflix dramas.
Around 150,000 Britons have already visited in 2025, a number that has been steadily rising every year as they look to soak up its unique culture.
And where better to start than on the airplane to the capital Seoul.
As the national carrier, the question is: can Korean Air give passengers a taste of Seoul before they arrive – or that final hit when they leave?
I took the 13-hour flight between London Heathrow and Incheon Airport in the Prestige Class cabin to see if it could recreate the magic.
In-flight entertainment
Where better to start than check the TV shows and movies on offer?
South Korea’s world-class filmmakers and actors finally saw global recognition with Parasite’s Best Picture win at the 2019 Oscars, followed by Squid Game becoming the most watched Netflix series in its history.
There’s a decent sized 24-inch LCD screen, and the noise-cancelling headphones provided are surprisingly good (there’s a huge selection of K-pop to try them out on).
Travel writer Jim Norton samples the business class offerings from national carrier Korean Airways on a 13-hour flight from London to Seoul
To keep him entertained over the course of the 13 hours, Jim is provided with a 24-inch screen to watch the latest Korean blockbusters with a pair of noise-cancelling headphones
Korea is quickly becoming one of the world’s most poplar travel destinations – set to hit over 20million annual visitors in 2025 for the first time ever
The handheld remote tucked into the arm rest is also useful, and fairly intuitive.
So what masterpieces can I settle into to immerse myself in the dark world of Korean drama?
There’s a fine selection – Harbin, a big budget historical epic, and Exhuma, last year’s highest grossing film, are both solid choices, and there’s a largerange of Korean TV shows too.
It’s certainly geared more towards a Korean audience, with the Western offerings a little dated, or focused too heavily on action blockbusters or superhero films, but there’s enough to keep you entertained if you don’t like subtitles. For its Korean content – 8/10
Food
Korean food is nothing like your western fare. It’s a glorious mash up of punchy fermented flavours, spicy kicks of chilli, and meaty broths.
Fortunately, the menu onboard caters to both the adventurous and those wanting some home comforts.
Shortly after take-off, we’re treated to our first meal offering – a six-course lunch offering four main dishes to choose from – two Korean classics and two western.
Jim opts for local delicacies for his onboard meals, and samples braised beef short rib, noting the ‘excellent flavours’. For less adventurous travellers, there are Western meal options available too
I’m addicted to bibimbap, a healthy mixed rice and veg dish with an egg on top you can get for as little as £6 in the capital, but opt instead for the other local offering, braised beef short rib.
Airplanes notoriously dull your senses – some say by nearly a third – so it’s a testament to the chef that I get some excellent flavours coming through. I pair it with a crisp Sauvignon Blanc from the Loire valley.
We’re kept going throughout the flight with popcorn, biscuits, and pizza, and then before we land it’s dinner.
A simple Greek salad is followed by three choices. I stay loyal to Korea and go for the traditional Stewed Mackerel with Kimchi.
The combination of these muscular flavours certainly give my tastebuds a workout.
All in all, the food – if you go with the local delicacies – are a great primer for the country – 8/10
Toiletries
True to South Korea’s love of all things luxury, the amenities kit is a highlight.
The Korean Air amenities kit, designed in collaboration with British jewellery maker Graff, is a ‘highlight’ for Jim on his flight
Walk around Seoul’s Gangnam district – its own version of Beverly Hills – and you’ll find a Gucci or Louis Vuitton on every other corner.
Korean Air have brought the high-end up to the skies by collaborating with British jewellery maker Graff, known for setting some of the most important diamonds in the world with pieces going for eight figure sums.
The bag itself is a rich dark green, with gold embossed lettering, and thankfully no Korean Air logo meaning I can pop it in my bathroom at home without anyone noticing it’s a freebie.
Inside is a sleeping mask, dental kit, hand lotion, lip balm, and, in a first for Korean Air, a fine smelling eau de toilette – 8/10
Cabin space
So how about the actual spot you’re stuck in for 13 hours solid?
South Koreans are among the best dressed and most stylish people I’ve ever come across in my travels, and Seoul itself feels ultra-clean, sleek and modern – appearance is everything in this country.
So it’s quite surprising to find business class has a more functional feel than anything particularly fashionable. But it more than makes up for it in comfort.
Jim finds the Korean Air cabin space more ‘functional’ than ‘fashionable’, but finds there to be plenty of private space to store one’s belongings
There’s plenty of space around your private space to pop your belongings, and it feels nicely private with a divider you can put up to stop your neighbour looking in.
I’m fortunate to have a window seat, and there’s three portholes all to myself, which creates a nice light space and offers a panoramic view of the skies.
A more premium aesthetic might have better reflected Korea’s style, but usable space is perhaps more valuable – 7/10
Seat
A seat is a seat really, so this doesn’t really fit the mark scheme. But as the place I’m parked for over a half a day, it’s pretty important.
There are three chair settings (though you can move them set them anywhere between): upright is perfectly comfortable and with the tray table out makes a useful desk and reclined at around 45 degrees back with the foot rest up is my preferred choice.
Fully flat, the bed stretches 6ft 7in (203cm) long, and it’s surprisingly relaxing. It’s hard not to nap.
You’re provided the usual pillow and blanket, as well as a thin padded duvet. Indeed most people here – the majority are Korean on this flight – are lying flat and fast asleep shortly after so if it’s good enough for them… – 8/10
Thankfully – given the length of a flight from London to Seoul – Jim finds his seat to be ‘perfectly comfrtable’. It also reclines full flat, stretching out to a total length of six feet and seven inches (203cm)
Work space
Koreans are notorious for working crazy long hours. So much so, the government had to step in and enforce a cap of 52 hours per week.
I myself have a fair bit of work to do, so how does it cater for the workaholics among us?
First, the good news: there is internet, and it’s very good. Among the best I’ve used while flying.
From a nation founded and industrialised on tech giants like Samsung and LG, you’d perhaps hope so.
You can quickly switch between devices, and there’s no buffering on Instagram reels when you get distracted.
Now the bad news: you have to pay for the WiFi – even in Business class. Somewhat surprising given the cost of the ticket.
It’s not cheap either – $10.95 for just two hours and $20.95 for the full flight. Even basic internet for messaging in WhatsApp is $5.95.
For Jim, a significant drawback of the Korean Air experience is the Wifi, which, even in Business Class, incurs an additional cost – starting from $5.95 for basic Whatsapp messaging
Either way, my laptop is kept charged with the single socket by my legs (which takes UK plugs), and my phone from the USB port by my arm rest (no USB-C though so careful what charger you bring).
Perfect to get in the Korean work mentality, but the cost brings it down a notch – 6/10
Cabin crew
Finally, those actually working onboard should not be forgotten.
Visit South Korea and you’ll immediately notice how impeccably polite everyone is.
Ask for directions and they may not understand – English is limited for many – but they will go out of their way to help, often offering a short bow after as they leave.
The cabin crew onboard are no different.
You get the same sense of genuine warmth with any interaction, alert and attentive whenever you ask for anything extra. Ultimately, it’s the people that make the experience so here we go top marks – 10/10
