Korean Air has tapped into the global K-pop phenomenon for its new in-flight safety video.
The “unconventional, innovative and entertaining” safety video featuring all-male group SuperM and solo artist BoA was launched on Monday and is being aired on all Korean Air flights.
The required safety messages regarding luggage storage, electronic device restrictions, seatbelts, emergency exits, cabin depressurisation and the wearing of a life jacket, among other matters, have been incorporated into a K-pop style music video.
Korean Air said it hoped to deliver essential safety information more effectively by grabbing passengers’ attention through the new video.
“Safety does not have to be serious or boring,” a Korean Air spokesperson said in a statement.
“We hope to deliver clear safety messages to our passengers through the brand-new safety video.”
VIDEO: Korean Air’s new safety video from the airline’s YouTube channel.
The airline said the song used in the safety video “Let’s go everywhere,” would be released as a single on November 18, with profits from sales to be donated to the Global Poverty Project’s Global Citizen campaign. There is also be a dance cover event for the song.
“Korean Air’s collaboration with SuperM is expected to create great synergy in expanding its global impact and network,” the airline said.
“With the launch of the new safety video, Korean Air plans to actively contribute to the spreading of K-pop and Korean pop culture around the world.”
While having K-pop stars deliver safety messages in between singing and dancing is a new take on the inflight safety video, Korean Air is certainly not the first national flag carrier to lean on popular culture, celebrities or the natural beauty of their home market when showing passengers how to fasten a seat belt.
One Air New Zealand safety video highlighted the majestic Routeburn Track on New Zealand’s South Island, while Singapore Airlines has a flight attendant walking through some major landmarks in the city-state.
VIDEO: Bear Grylls fronted one of Air New Zealand’s safety videos posted on the airline’s YouTube channel.
VIDEO: Singapore Airlines takes passengers on a journey through Singapore in this safety video posted on the airline’s YouTube channel.
Athletes too can sometimes be involved, such as Virgin Australia’s safety video that included drivers from the Australian V8 Supercars racing series.
VIDEO: One of Virgin Australia’s safety videos was filmed at the Mount Panorama racetrack in Australia, as shown in this video from the airline’s YouTube channel.
Meanwhile, the airline formerly known as Virgin America before it was taken over by Alaska Airlines turned its safety video into all-singing, all-dancing routine set in a mock cabin.
VIDEO: The Virgin America safety dance from Tod Rickhall’s YouTube channel.
On a more sedate note, Japan’s All Nippon Airways made a safety video featuring aspects of traditional Kabuki theatre.
VIDEO: All Nippon Airways’ Kabuki-themed safety video from the Air Japan YouTube channel.