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)…
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?
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