Korean Air Taps Samsung as Loyalty Moves Beyond the Flight

Korean Air signed a strategic partnership with Samsung Financial Networks to develop new services that connect aviation and finance.

The agreement includes four Hanjin Group companies: Korean Air, Hanjin KAL, Asiana Airlines, and Jin Air. Samsung Financial Networks is represented by Samsung Life Insurance, Samsung Fire & Marine Insurance, Samsung Card, Samsung Securities, and Samsung Asset Management.

The companies plan to explore joint products using loyalty programs, fintech, artificial intelligence, and digital assets. They are also looking at aviation-themed financial products, transport insurance programs, and premium services for VIP customers.

The deal could turn airline benefits into daily-use products

The partnership could lead to new co-branded products with Korean Air benefits. These may include mileage rewards, travel perks, insurance features, or premium services for frequent flyers and high-value customers.

Carriers are trying to stay connected with customers even when they are not flying. Loyalty programs, credit cards, insurance, upgrades, and app-based offers can help airlines earn more revenue beyond ticket sales.

For Korean Air, Samsung is a useful partner because its financial network already covers cards, insurance, securities, and asset management. That gives the airline more ways to reach customers through everyday financial services.

Korean Air is building around a larger airline group

Korean Air is still integrating Asiana Airlines. Korean Air completed its Asiana acquisition in December 2024, creating one of Asia’s largest airline groups. Asiana is expected to operate as a subsidiary before being fully absorbed into Korean Air.

This gives Korean Air more passengers, routes, and loyalty members to manage. It also increases the need for stronger digital services and clearer customer benefits across the group.

The Samsung deal could help Korean Air create products that work across its wider network, including Korean Air, Asiana, and Jin Air customers. It may also support the group’s long-term plan to build a stronger customer platform after the merger.

Samsung adds a ready-made digital finance channel

Samsung Financial Networks already has Monimo, a finance app that combines services from Samsung Life Insurance, Samsung Fire & Marine Insurance, Samsung Card, and Samsung Securities.

That platform could be useful if the companies decide to connect Korean Air benefits with Samsung’s digital services. Customers could eventually see travel rewards, card benefits, insurance offers, or premium airline services inside a broader finance app.

The companies have not announced exact products yet. They have only confirmed that they are reviewing new co-branded products and joint business ideas.

Korean Air builds a more connected customer journey

Korean Air tries to make customer service more digital and personalized. In February 2026, the company launched a generative AI chatbot across its website and mobile app to help travelers get faster answers to baggage rules, route questions, and other service inquiries. Korean Air looks to connect digital tools, loyalty benefits, and financial products into a broader customer ecosystem.

Photo by Takashi Miyazaki on Unsplash