Virgin Atlantic has announced a major expansion of its route network, confirming it will launch a new daily direct service connecting London Heathrow with the South Korean capital, Seoul. The inaugural flight is scheduled for 29 March 2026, marking the airline's first foray into this key Asian market.
Seoul's Enduring Appeal to Younger Travellers
The new route launch aligns perfectly with Seoul's soaring popularity among a younger demographic. The city was recently named the Favourite Worldwide City at the 2025 Trazees Awards, an honour it has now claimed for four consecutive years. These awards specifically highlight destinations and brands that resonate powerfully with millennial and Generation Z travellers, underscoring Seoul's status as a global hotspot for the under-40s.
A significant driver of this appeal is the relentless global rise of Korean popular culture, or K-Pop. The genre had a landmark year in 2025, with bands like BTS continuing to dominate charts and films like 'K-Pop Demon Hunters' breaking records on Netflix. This cultural wave has transformed Seoul into a pilgrimage site for fans worldwide.
What Awaits Travellers in Seoul
For visitors drawn by K-Pop, the K-Star Road in the Gangnam district is an essential stop. This vibrant street, made famous by PSY's 'Gangnam Style', features giant bear statues each representing a major K-Pop act. Meanwhile, the Starfield COEX Mall houses vast merchandise stores like KTown4U and even a large statue commemorating the iconic 'Gangnam Style' dance pose.
Beyond its modern attractions, Seoul is a city of striking contrasts. Visitors can explore Gyeongbokgung Palace, a royal residence dating back to 1395, where traditional changing of the guard ceremonies are held twice daily. The Bukchon Hanok Village offers a glimpse into Korea's past with its winding streets lined by over 900 traditional homes.
For panoramic views, the Lotte World Tower – South Korea's tallest building at 555 metres – features the Seoul Sky observatory, complete with a thrilling glass-floor walkway. The city's futuristic side is showcased in colossal shopping centres like Times Square, while the bustling Myeongdong Night Market offers local street food delicacies like tteok-bokki and Korean hot dogs until the early hours.
Virgin Atlantic's Strategic Route Expansion
This new service represents a strategic shift for Virgin Atlantic, diversifying its long-haul network beyond its traditional transatlantic focus. The flights to Seoul will be operated using the airline's Boeing 787-9 Dreamliner aircraft, configured with Economy, Premium Economy, and Upper Class cabins. The launch follows recent announcements of new Virgin Atlantic routes to destinations including Ghana and the Caribbean, signalling a broader global ambition for the UK-based carrier.
With each of Seoul's districts boasting a unique character – from the luxury of Gangnam to the traditional Insa-dong and the international nightlife of Itaewon – the new direct air link is set to make exploring this dynamic city easier than ever for British travellers.
