Korean Air A380 First Class: Sad, Boring, Uncompetitive (Sorry!)

Asia has some of the world’s best first class products… and then there’s Korean Air. I’m back in the United States, as I get close to the end of my review trip to Hong Kong. I just flew Korean Air’s Airbus A380 first class, on the 12hr50min flight from Seoul Incheon (ICN) to New York (JFK). I was excited that Korean Air recently brought back awards in first class, given that I have a stash of SkyPass miles.

Well, I kind of wish I didn’t have those miles with limited good uses, because this had to be one of the most underwhelming first class flights I’ve taken in a long time. The cabin was outdated and quite unattractive (especially since being reupholstered), the service was lackluster, the amenities weren’t impressive, and the entertainment system wasn’t good. Beyond that, Korean Air seems to have given up on making the A380 anything special.

Let me of course acknowledge that all of my critiques of this product are “first world problems.” I know regular OMAAT readers know this, but ultimately I judge experiences based on what competitors are offering. Of course first class is always going to be better than economy, but on this flight I found myself wishing I was instead in a half decent business class. For example, I’d take Cathay Pacific’s Aria Suite business class (which I flew on the way out) over this any day of the week.

With that out of the way, I want to share some initial thoughts on my experience, and then soon I’ll have a full trip report.

Korean Air’s A380 first class cabin & seats are outdated

I had flown Korean Air’s A380 first class many years ago, so I knew what to expect in terms of hard product. Korean Air’s A380 has one of the more outdated first class cabins out there — there are 12 seats, spread across three rows, in a 1-2-1 configuration.

Obviously this is a far cry from something like Japan Airlines’ A350 first class, but I knew that going in. What I found interesting is that Korean Air has reupholstered the seats, so that there’s less of an emphasis on the carrier’s traditional turquoise color. However, those finishes were only partly updated, so now you have a combination of very dark seat with some turquoise cabin finishes, which just looks plain strange.

So yeah, what can I say? The seat isn’t impressive, and I knew that going in. I am surprised that the airline reportedly plans to keep these A380s around longer, and if that does in fact happen, I hope the cabins get a refresh.

Speaking of the plane looking kind of weird, does anyone know what’s going on with the weird fuselage finishes (like how the back section has different finishes)? It’s of absolutely no consequence, but I’m just curious, as I don’t recall seeing this on any other A380.

Korean Air’s A380 experience has been abandoned

One of the things that I found so disappointing about the experience is how the airline has basically given up on offering a differentiated product on the A380. For example, in front of first class there used to be a bar setup with some bottles of alcohol in display cases, and a self-serve selection of drinks and snacks. While the alcohol is still there on display, there’s no more snack bar. Instead the lights are turned off, and there’s absolutely nothing there.

Korean Air also has a business class bar at the back of the upper deck, which takes up a huge amount of real estate. There used to be a flight attendant there making cocktails. That has been abandoned as well, and now the extent of the “bar” is that there’s a tray with some pretzels and other packaged snacks. Nobody uses this space anymore… what a waste!

It’s just sad when you feel like an airline has given up, and isn’t even trying anymore. That’s very much the feeling I got on this flight, and it goes beyond the abandoned A380 amenities.

Korean Air’s A380s have bad entertainment, no Wi-Fi

Korean Air’s A380s continue to not have any Wi-Fi. Korean Air is way behind in starting to install that, and is offering it on newer planes, but there are no plans to retrofit it on A380s. Fair enough, I guess…

Unfortunately the entertainment selection doesn’t impress either, with a super outdated system that’s clunky and kind of difficult to control. The monitor isn’t touchscreen, and my controller barely worked.

The entertainment selection wasn’t great in terms of quality or quantity. I was so bored I ended up watching a random travel show about Dubai, which purported to show the side of Dubai that tourists don’t ordinarily see… and then proceeded to show the Dubai Mall, the Dubai Frame, and a desert safari.

Korean Air’s food, drinks, & amenities, are a mixed bag

Many aspects of the Korean Air first class soft product were disappointing. For example, what is this amenity kit? It’s rubber, and feels like some sort of a waterproof pouch you might take to a water park, and not a first class amenity kit on a supposedly five-star carrier’s flagship route.

Please, someone help me understand what I’m missing? Do other people find this to be a classy amenity kit case? Who approved this?

The contents weren’t much better. They were from Atelier Cologne, and it seems like you can buy these products for a few bucks on eBay. I mean, Korea is known for its amazing skincare products, so you’d think that Korean Air could have a collaboration with a high-end company from Korea, no?

The drink list was a mixed bag. For example, Korean Air’s first class champagne used to be Perrier-Jouet Belle Epoque, while on this flight it was Deveaux Stenope.

To Korean Air’s credit, the food served during the main meal was quite good. It was certainly plentiful. The first course was a caviar service, honestly probably the most premium aspect of the Korean Air first class experience.

The next course was a chestnut cream soup, which was tasty.

That was followed by a salad.

For the main course, I chose the grilled beef rib eye steak. I almost never order steak on planes, but the alternative was chicken thigh, and the Korean dish had pork, so the beef seemed like the best of the options.

Then for dessert there was fruit and cheese.

Korean Air’s first class service makes no sense to me

I just don’t understand the service on this flight. Let me say that the flight attendants were well intentioned and kind (in a very reserved way), but I just can’t wrap my head around Korean Air’s first class service protocols. I know there are some things that can differ between cultures, but I don’t think many of the lackluster aspects of the service can be blamed on that.

I’ll have more details in the full review, but just to give an example, when the second meal was served, I was only asked if I wanted anything to drink after the second course was cleared. Like, I wasn’t served water, or asked if I wanted anything to drink. I wasn’t even given a proper napkin with the second meal, but instead just a tiny cocktail napkin.

I constantly had an empty bottle of water next to my seat (I try to stay hydrated when flying). The flight attendants frequently walked by. Did they ever once say “may I get you another water?” Nope. They only gave me one if I specifically asked.

I wouldn’t mention that in isolation, but that level of attention to detail sums up much of my service experience. I only received something if I explicitly asked for it. For example, during boarding, I unwrapped all the amenities, so I placed the plastic wrappings on the ottoman (since it’s not like you have a trash can at your seat).

On virtually any other Asian airline, they’d proactively take those away within a minute. On Korean Air, they took them away after 20 minutes, when I specifically asked.

It was a similar service experience in the Korean Air First Lounge at Incheon. I had a six hour layover. The second I arrived, before I could even sit down, the lounge attendant presented me with the menu, and stood there waiting for me to place an order. Feeling rushed, I explained that maybe I’d order some food later.

Did they check on me once over the coming hours, to see maybe if I wanted anything to drink? Nope, I had to seek them out specifically, despite the fact that the lounge was basically empty (the lounge doesn’t really have many self-serve drinks — for example, coffee is prepared in the kitchen). I just don’t get it.

Of course these are all first world problems, but when you’re competing with airlines like All Nippon, Japan Airlines, Singapore Airlines, etc., you just can’t help but point out that this isn’t in any way comparable.

Bottom line

Of course I’m incredibly grateful that I got to fly Korean Air’s A380 first class rather than in economy. However, I have to judge each product based on how the product is being marketed, and compare it to what other airlines offer. I knew Korean Air’s A380 hard product wasn’t cutting edge, but what surprised me was the extent to which the airline has seemingly given up on the passenger experience, at least on the A380.

A cheap rubber amenity kit? An upper deck bar turned into a self-serve snack counter? No snack counter in first class, even though there’s physically space for it? Add in the lackluster service, and I was excited to get off the flight.

Let me add that this is also arguably Korean Air’s flagship route. Back when Korean Air served different kinds of champagne on different routes, New York always got the best.

I’ll simply say that I’d choose most top business class products over this first class experience any day, which really is a pretty sad state of affairs. Because typically, even a bad first class is better than business class.

What’s your take on Korean Air’s A380 first class?