South Korea is currently riding an unprecedented wave of global popularity, transforming it into one of the world's hottest travel destinations. This surge, fuelled by the international obsession with K-dramas, K-pop, and Korean skincare, has seen a significant influx of British visitors. In 2025 alone, around 150,000 Britons have made the journey, a figure that climbs steadily each year. For many, the cultural immersion begins the moment they board their flight. The question is: can the nation's flagship carrier, Korean Air, provide an authentic preview of Seoul's magic before passengers even touch down?
In-Flight Entertainment and Culinary Journey
On a 13-hour flight from London Heathrow to Incheon Airport in Korean Air's Prestige Class (business class), the commitment to Korean culture is immediately evident. The in-flight entertainment system is a gateway to the country's creative powerhouse. Following the global triumphs of Parasite and Squid Game, passengers have access to a rich library of Korean cinema and television. The 24-inch LCD screen and high-quality noise-cancelling headphones are perfect for diving into recent blockbusters like the historical epic Harbin or the hit horror film Exhuma. While Western options are present, the curation is unapologetically geared towards showcasing Korea's stellar output.
The culinary offering continues this theme. Korean Air's menu deftly balances local flavours with Western alternatives. For the inaugural lunch service, the choice included two Korean classics. Opting for the braised beef short rib proved a wise decision, with robust, excellent flavours cutting through the notoriously dulled senses of altitude. The meal was paired with a crisp Sauvignon Blanc from France's Loire Valley. A pre-landing dinner featured the traditional Stewed Mackerel with Kimchi, a bold and muscular combination that provides a genuine primer for the country's distinctive cuisine.
Cabin Comfort and Premium Amenities
The cabin design leans more towards functional comfort than overt luxury, offering a generously private space with dividers and ample storage. The window seats benefit from multiple portholes, creating a light, panoramic environment. The centrepiece, however, is the seat itself, which transforms into a fully flat bed stretching 6ft 7in (203cm) long—a genuinely restful haven for the long haul.
True to South Korea's reputation for luxury, the amenities kit is a standout feature. Created in collaboration with famed British jeweller Graff, the dark green kit contains premium essentials, including a first for the airline: a fine eau de toilette. The discreet, logo-free design means it can easily transition to home use after the flight.
Connectivity and Impeccable Service
For those needing to work, the cabin is well-equipped with power sockets (UK-compatible) and USB ports, though notably lacking USB-C. The onboard WiFi is impressively fast and reliable, a fitting standard for a nation built by tech giants. However, it comes at a supplementary cost, even in Business Class, with packages ranging from $5.95 for basic messaging to $20.95 for the full flight duration.
Ultimately, the most memorable aspect of the journey mirrors the experience on the ground in South Korea: the exceptional service. The cabin crew embody the renowned Korean politeness and attentiveness, offering genuine warmth and going out of their way to assist. This human touch elevates the entire experience, leaving a lasting positive impression that begins the trip on the right note.
TRAVEL FACTS: The reviewed route was London Heathrow to Incheon Airport on a Boeing 777-300ER, taking 13 hours. Return flights in Korean Air's Business Class were offered at £2,486 (offer closing January 7, 2026, for travel ending March 31, 2026).
