South Korea, propelled by the global phenomenon of K-pop, K-dramas, and K-beauty, is now one of the world's most sought-after travel destinations. In 2025 alone, around 150,000 Britons have already visited, with numbers climbing steadily as travellers seek to immerse themselves in its dynamic culture. For many, the cultural experience begins the moment they board the plane. On a 13-hour flight from London Heathrow to Seoul's Incheon Airport aboard Korean Air's Boeing 777-300ER, we put their Prestige Class (business class) to the test: can it deliver an authentic preview of Seoul before you even arrive?
In-Flight Entertainment & Korean Luxuries
Given South Korea's entertainment dominance, the in-flight system is a logical starting point. Following the historic Oscar win for Parasite and the global sensation of Squid Game, the demand for Korean content is immense. Passengers are equipped with a 24-inch LCD screen and high-quality noise-cancelling headphones, perfect for diving into a curated library. The selection includes recent blockbusters like the epic Harbin and Exhuma, 2024's highest-grossing film, alongside a wide range of TV dramas.
The offering is unapologetically geared towards Korean tastes, with Western options feeling slightly dated or heavy on superhero franchises. For those eager to embrace the destination, it's a compelling immersion. The amenity kit continues the theme of luxury, a collaboration with famed British jeweller Graff. The sleek, logo-free dark green bag contains premium essentials, including a first for the airline: a fine eau de toilette.
Dining & Cabin: Functional Comfort Over Flash
Korean cuisine, with its bold, fermented, and spicy flavours, is a world away from standard airline fare. The onboard menu cleverly caters to both adventurers and those seeking familiarity. The first meal service after take-off is a six-course lunch featuring a choice of four mains. Opting for the local braised beef short rib over the beloved bibimbap proved a wise choice, with excellent flavours cutting through the dulled senses of altitude, paired well with a Loire Valley Sauvignon Blanc.
A pre-landing dinner featured traditional stewed mackerel with kimchi, a powerful and authentic combination. The cabin design, however, surprises. In a nation obsessed with sleek aesthetics, the business class feels more functional than fashionable. Yet, it excels in comfort and privacy. The seat offers ample personal space and storage, transforming into a fully flat bed stretching 6ft 7in (203cm). With a divider for seclusion and three portholes for window-seat travellers, it's a practical and restful environment.
Work & Service: Politeness at a Price
Reflecting Korea's notorious work ethic, the cabin needs to cater to productivity. The good news is the internet connection is among the best available in the sky, with fast, buffering-free streaming. The significant drawback is the cost: even in Business Class, WiFi is not complimentary. Packages start at $5.95 for basic messaging, rising to $10.95 for two hours or $20.95 for the full flight—a surprising extra on a premium ticket. Power is plentiful, with a UK socket and USB port at each seat.
Where the service truly shines is in the impeccable, warm, and attentive cabin crew. Their genuine politeness mirrors the experience on the ground in South Korea, offering a sense of authentic hospitality that elevates the entire journey. It is this human touch, more than any physical amenity, that leaves the most lasting impression.
TRAVEL FACTS: Korean Air flies from London Heathrow to Incheon Airport. The journey takes approximately 13 hours aboard a Boeing 777-300ER. Return flights in Prestige Class were on offer for £2,486 (offer closes January 7, 2026, for travel ending March 31, 2026).
