On March 5, Korean Air announced the launch of a recruitment drive for Chinese cabin crew in Beijing, Shanghai, and Guangzhou. The airline requires candidates to be bilingual in Chinese and English, with Korean proficiency preferred.
What appears to be a routine hiring move is in fact a key step in the airline’s strategy to deepen its presence in the Chinese market.
In the fourth quarter of 2025, Korean Air reported a 13% year-on-year increase in both revenue and net profit, with China–Korea routes playing a major role in that growth.
Data from South Korea’s Ministry of Justice shows that about 3.16 million Korean tourists visited China in 2025, a year-on-year increase of 36.9%, the fastest growth among Korea’s major outbound destinations. China has clearly become a top “spur-of-the-moment” travel destination for Korean travelers.
This growth trend is closely tied to visa-free policies between the two countries.
Since November 8, 2024, China has implemented a unilateral visa-free policy for South Korean citizens, significantly boosting travel between the two countries—a trend clearly reflected in aviation data.
In 2025, passenger traffic on Korean Air’s China–Korea routes increased significantly. The number of Korean travelers flying to Shanghai alone rose by 128,000, making the city the most popular Chinese destination among Korean tourists.
Many travelers say they choose Korean Air for its competitive pricing and convenient transfer options, but issues such as language barriers and limited route coverage are also frequently mentioned.
Against this backdrop, Korean Air’s targeted recruitment of Chinese cabin crew appears aimed at addressing these service gaps and making its onboard experience better suited to the needs and travel habits of Chinese passengers.
