"Before officially preparing for the launch of the integrated airline this year, we aim to present a new corporate value system. 'KE Way' will be the focal point of our journey towards a shared goal and will define Korean Air's identity at its core."

Cho Won-tae, Chairman of Hanjin Group, said this on the 4th at the 'Boarding Day' event held at Korean Air's headquarters in Gangseo-gu, Seoul, to mark the airline's 56th anniversary. He pledged to take a leap forward as a global network carrier based on the new corporate value system, 'KE Way.'

On this day, Korean Air officially announced 'KE Way,' which encompasses the company's purpose of existence, its new vision, mission, and other key elements. The airline presented its direction for building a sustainable management system and its growth as a global airline.

Chairman Cho also held a town hall meeting to communicate with employees. During the meeting, he reflected on the company's achievements over the past 56 years, shared the vision for the future, and engaged in a Q&A session with employees.

Korean Air named its core concept of existence as "Connecting for a better world." This reflects the company's commitment to connecting customers, society, and the world, advancing toward a better world, based on Hanjin Group’s founding philosophy of 'Transportation for the Nation.'

The vision and mission reflect the ambition to take a leap as a global network carrier. The new vision is "To be the world's most loved airline," which reflects the commitment to earning global recognition as a company trusted and loved by all through the practice of social responsibility and the achievement of customer satisfaction.

The strategy to achieve this new vision is composed of three key aspects: ▲ the highest level of safety management, service, and operations, ▲ a corporate culture that prioritizes customers and colleagues, and ▲ active global exchanges and contributions to sustainable development through social responsibility.

Chairman Cho emphasized the importance of a gradual integration centered around communication and employee involvement for the launch of the integrated Korean Air. He stated, "Cultural integration within the organization cannot be achieved in a short period; it is a long-term task that requires continuous effort," adding, "We are aware of the potential challenges that may arise during the integration process with Asiana Airlines, and we plan to proceed gradually while fully considering the emotions and values of both companies' employees."

He also mentioned the new corporate identity (CI) to be unveiled on the 11th. Chairman Cho said, "As Korean Air stands at the starting point of its leap to becoming a global network carrier, it is essential to re-establish the values and identity that Korean Air pursues, strengthening the trust and confidence of our customers and employees." He further explained, "We will first unveil the new CI reflecting the brand's values and identity, and at the time of the integrated Korean Air's launch, we will also reveal new uniforms that will enhance operational efficiency."

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