Korean Air is kicking off 2024 by unveiling a new safety video. The carrier’s explanation of this is making me realize that I’m truly not young anymore (which I kind of already realized, but now really, really realize)…
In this post:
Korean Air’s new safety video as of 2024
Many airline safety videos feature either real airline employees or paid actors. In the case of Korean Air’s new safety video, the airline has instead opted for a star-studded cast of… virtual humans. Korean Air claims that this is the first time that an airline has created a safety video featuring virtual humans (though we have seen animated videos in the past, but I guess that’s different).
But here’s the strange part. The airline didn’t just create its own virtual humans, but rather used “famous” virtual humans, who are apparently influencers.
Specifically, the new safety video “stars” Rina, a virtual human in a Korean Air flight attendant uniform giving safety instructions with a virtual setting. But I guess she’s “famous,” because as Korean Air explains:
Rina is working as a virtual influencer and is growing into a Gen Z digital creator by gaining popularity through social media and short platform content. She also appears in famous brand advertisements.
She does indeed seem to be working on her influencing career, as you’ll see on her Instagram page.
The video doesn’t just feature Rina, though. It also features the four members of MAVE, who play the role of passengers. What is MAVE? Well, apparently it’s a popular virtual K-Pop group, as in, they’re not real people? Or something. Here’s how Korean Air explains that:
A four-member virtual girl group that debuted in January 2023 with their first single album, “PANDORA’s BOX.” The debut song “PANDORA” has 45 million streams on Spotify and 30 million music video views. The members are leader and main vocalist Siu, lead vocalist Zena, main rapper and dancer Tyra and dancer and rapper Marty.
And just to continue with the same theme, here’s MAVE’s Instagram page.
Here’s how Korean Air describes its decision to use virtual humans for its safety video:
By introducing the new concept of virtual humans in its safety video, the airline seeks to reach out to its diverse customer base of all ages and cultural backgrounds. The sleek visual presentation is expected to garner passengers’ attention and increase viewers’ engagement levels.
The video takes place in the “Korean Air Safety Lounge” designed with airplane motives. The virtual space was created to make it easier to explain and understand the inflight safety rules. Rina, who gives safety instructions in the flight attendant uniform, is a virtual human who has completed safety training at Korean Air’s Cabin Crew Training Center and was appointed as an honorary flight attendant. MAVE members play the role of passengers following the safety instructions.
This will become a great example of the synergy created between the aviation industry and digital technology. We intend to change perceptions of inflight safety videos with these new ideas, and make them more relatable and engaging for passengers.
I’m just so fascinated by all of this, because I have no clue what they’re talking about. It’s as if they’re speaking a different language, even though the press release is in English. So I’m curious, am I truly just getting so old that I don’t understand young people anymore, or am I just not in touch enough with Korean culture?
Anyway, you can find Korean Air’s new safety video below.
And because I’m so intrigued by all of this, below is a music video from virtual group MAVE.
I don’t really know what to think about this safety video?
When I first saw the safety video, I thought it was pretty unremarkable. It’s nice enough visually, but there’s nothing particularly interesting about it. But after reading the entire press release, I also realized that others (especially in Korea) will likely be much more enthusiastic about this, since idolizing virtual humans seems to be more of a thing? I don’t know…
For context, Korean Air’s previous safety video was a collaboration with SuperM, a famous K-Pop group consisting of non-virtual humans. It was definitely more attention-grabbing, for better or worse, and featured hip-hop, R&B, electronic, deep house, and synth pop.
Bottom line
Korean Air’s new safety video stars virtual humans, including Rina, a Gen Z digital creator who is trying to make it big, and MAVE, a four person K-Pop group. I don’t know what to think, other than that 2024 is a wild time to be alive…
What do you make of Korean Air’s new safety video?
I feel ashamed as a korean to see this. Too cringe and scary. Please don’t get us wrong. Many of us hate this video since SM dancing one.
I don’t like how Korean Air’s safety videos don’t narrate in English. I feel like that poses unnecessary difficulties for people who don’t know Korean. It’s also a safety hazard for people who are blind and don’t know Korean. Many other Asian airlines at least narrate in English in addition to their home country’s language.
Is it just me or she looks exactly like the South Korea’s first lady?
What if needs is a virtual Heather Cho slapping the virtual flight attendant, just to keep it real.
Failing to see the difference between virtual humans and cartoons (animation). Shrug.
I was on a Korean Air flight last week and that video played. First I ignored it as usual. But it kept distracting me with all the movement so I started watching it. What is with all the dancing ? There was so much useless garbage on that video. What a time waster. Nothing was real in the video. The seatbelts. The seats. The windows. What I mean about real is there were no real...
I was on a Korean Air flight last week and that video played. First I ignored it as usual. But it kept distracting me with all the movement so I started watching it. What is with all the dancing ? There was so much useless garbage on that video. What a time waster. Nothing was real in the video. The seatbelts. The seats. The windows. What I mean about real is there were no real airplane seats, etc. It was all animation of a really cool seat that is not a real seat. Etc. And it was way too long. They forgot their mission to provide a short safety video. Instead they made this awful production. Idiots.
The version of the previous video you posted is edited weirdly… it removes a lot of the K-Pop-iness of the original.
I think this might be a useful time to point out that the members of the band Gorillaz are not actually gorillas playing musical instruments, but are in actuality people from the band Blur.
I'm 38, so around the same age as you, but I feel like virtual band/actors are just Gorillaz with better graphics.
Koreans are getting weird.
Korean Air, if you’re trying to be modern, young and hip, how about starting with a new livery? That thing was introduced in 1984 and has no business flying around in 2024 (on A220s, A321neos, 737 MAXes and 787s at that) with no changes whatsoever. SQ’s livery is an evergreen classic; KE’s is anything but.
And yes, for the love of God, please retire those ancient, doddering, antediluvian A330s, 777-200(ER)s and non 1wingletted 737s.
*Non-wingletted. Yes, many of those 737s are from before the 787 and A380 were even conceptualised. Grow up, KE.
They're getting more A21Ns and they'll start/resume receiving B78Xs/B789s soon to replace B739 non ERs (B738s and B739 ERs have winglets, but they should consider retiring B739 ERs as well - I've flown on them for an hour long flight on an economy class middle seat, and I almost died there - and none of passengers including myself were particularly large. B738s have a really nice seat pitch though) and A330s/B772s respectively. I've flown on...
They're getting more A21Ns and they'll start/resume receiving B78Xs/B789s soon to replace B739 non ERs (B738s and B739 ERs have winglets, but they should consider retiring B739 ERs as well - I've flown on them for an hour long flight on an economy class middle seat, and I almost died there - and none of passengers including myself were particularly large. B738s have a really nice seat pitch though) and A330s/B772s respectively. I've flown on their A21N too and it was amazing.
I'm wondering why didn't KAL reconfigure any of their aircraft with new cabin in last few years, yet they've ruined some existing aircraft's economy class cabin.
I don’t think it’s bad and once / if the merger with Asiana goes ahead there will be a new livery. KLM has had more or less the same livery for years with some subtle changes. Singapore on the other hand, hasn’t really ever changed there’s
Well, why? You seem to be screeching for change with no apparent reason behind it. Most airlines make radical changes when they experience a radical change (merger, all-new plastic aircraft, devastating accident or entire leadership suite change) which is why many believe that Korean will come out with something new after integrating Asian.
But even if they don't, I for one am glad that they haven't changed, because let's face it, so many of the...
Well, why? You seem to be screeching for change with no apparent reason behind it. Most airlines make radical changes when they experience a radical change (merger, all-new plastic aircraft, devastating accident or entire leadership suite change) which is why many believe that Korean will come out with something new after integrating Asian.
But even if they don't, I for one am glad that they haven't changed, because let's face it, so many of the modern liveries out there are trash. I'm still shocked that some design firm actually got paid to come up with JAL and Finnair's current liveries. Be a shame if Korean gave up something classic, to go with something like that.
this is their national symbol..
I'm young (early 20s) and this is a bit of surprise to me/I don't really know what is going on. I think this is more based around Korean culture.
Korean Air's next venture will be virtual flights taking virtual people from one virtual destination to another. That's much cheaper than actual flights, and they won't have to deal with cranky customers - Korean Air's profits will skyrocket!
I haven't flown with Korean since 2018 and their previous safety video must have been pretty generic back then. Can't remember anything about it.
If you're not feeling young, I must be old. But I think it's more about Korean culture than our age.
No wonder their population is shrinking when their preference is to follow virtual, and ethnically homogeneous, humans on a screen.
From 0:48-0:52 secs "Put your bag under the economy seat in front of you, then feel like you're sitting in an armchair in Al Safwa lounge...." :)
So you are now old and wise enough to not fall for more extreme version of marketing guff!
Like Ben said, this safety video feels really generic, even with 'virtual humans'. From what I know, KAL received some criticisms on last safety video that it doesn't deliver the safety information well (it included some rapping and auto-tune, making it harder to understand), so I guess they just decided to make it basic?
As long as they don't start using virtual pilots.