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Vietnam Airlines, the national flag carrier, has announced a groundbreaking partnership with the Korea Agro-Fisheries & Food Trade Corporation (aT) aimed at expanding the presence of Korean food (K-food) throughout Southeast Asia. The memorandum of understanding (MoU), signed between the two entities, marks a historic milestone, as it is the first time a state-run organization from the Republic of Korea has collaborated with an international airline to promote food exports.
The collaboration between Vietnam Airlines and aT focuses on introducing the diverse and rich culinary traditions of Korea to passengers traveling aboard Vietnam Airlines flights. As part of the agreement, the airline will serve a wide variety of K-food dishes during flights, allowing travelers to experience the authentic flavors of Korea while en route to their destinations.
This innovative partnership is designed to not only enhance the in-flight dining experience but also raise awareness of Korean food across the region, promoting K-food as a vibrant and healthy option for travelers. The MoU outlines a series of initiatives aimed at showcasing Korean cuisine to a broader Southeast Asian audience, including both Vietnamese and international travelers.
The partnership’s promotional efforts will be multifaceted, with a primary focus on leveraging Vietnam Airlines’ global reach and extensive network. The airline will air advertisements highlighting Korean cuisine on its in-flight entertainment systems, offering passengers a deeper understanding of the culinary heritage of Korea. These advertisements will introduce the variety of K-food offerings available on the flights and educate passengers about the benefits and unique qualities of these dishes. Additionally, Vietnam Airlines will promote K-food in airport lounges, where travelers can enjoy authentic Korean dishes and beverages while waiting for their flights.
This collaboration is part of a growing trend among airlines to offer more diverse and culturally significant in-flight experiences. With Korean food gaining popularity worldwide, this partnership between Vietnam Airlines and aT comes at a time when K-food is increasingly being recognized for its health benefits and unique flavors. Korean dishes, such as kimchi, bibimbap, and bulgogi, have gained international acclaim for their nutritional value and diverse flavors, making them an ideal choice for the airline’s global clientele.
In the months leading up to the signing of the MoU, Vietnam Airlines had already begun trialling K-food offerings as part of its in-flight dining menu. During May and June of 2025, the airline served approximately 20,000 Korean melons to passengers traveling on domestic business class flights. The introduction of these seasonal fruits was well received, with many passengers appreciating the refreshing and health-conscious nature of the product. The pilot program also included a range of Korean beverages, such as rice milk, soy milk, and ginseng tea, all of which were served on international flights between Vietnam and South Korea.
The success of the trial phase prompted the airline and aT to move forward with the formal partnership, aiming to create a more comprehensive program that includes a wider selection of K-food dishes. The MoU includes provisions for ongoing collaboration, with the two parties planning to expand their efforts over time. The partnership will likely include the introduction of new Korean products on board, as well as joint promotional activities aimed at building awareness and fostering a deeper appreciation for K-food across the region.
Vietnam Airlines’ decision to partner with aT is also in line with the airline’s broader strategy to enhance its in-flight services and offer unique experiences to its passengers. By incorporating authentic international cuisines into its menu, the airline is not only elevating the dining experience but also aligning itself with global trends in the food and beverage industry. This move comes at a time when travelers are increasingly seeking more immersive and culturally rich experiences, both in terms of destinations and the food they enjoy while traveling.
The collaboration between Vietnam Airlines and aT is also an important development for the broader K-food industry, as it opens up new markets for Korean food exports. By working directly with an international airline, aT is able to tap into a vast and diverse audience, raising the profile of Korean cuisine beyond traditional borders. The airline’s extensive network within Southeast Asia and its growing international reach provide an ideal platform for promoting K-food to new consumers, particularly in countries where the demand for diverse and healthy food options is on the rise.
Korean food has seen a significant surge in popularity in recent years, driven by increasing interest in Korean culture, entertainment, and tourism. The global K-pop phenomenon has played a pivotal role in introducing Korean culture to international audiences, and food has become an integral part of this cultural wave. From Korean barbecue to spicy kimchi, the flavors of Korea are now recognized and enjoyed in cities around the world.
This partnership also speaks to the growing importance of culinary tourism, as food plays an increasingly central role in shaping travelers’ experiences. Many international travelers now choose destinations based on the food they can sample, and in-flight dining is a key part of this trend. By offering K-food on Vietnam Airlines flights, the airline is not only enhancing its culinary offerings but also creating a stronger connection between travelers and the cultures of the destinations they are visiting.
Looking ahead, the partnership between Vietnam Airlines and aT is expected to evolve and expand, with plans to introduce more Korean food products and promotional activities in the coming months. As the demand for K-food continues to rise, both Vietnam Airlines and aT are well positioned to capitalize on this growing trend, bringing the flavors of Korea to new audiences and offering travelers an authentic and memorable experience.
In conclusion, the MoU between Vietnam Airlines and aT represents a significant step forward in the promotion of Korean food across Southeast Asia. By leveraging the airline’s extensive network and in-flight services, this partnership is set to introduce a wide range of K-food offerings to travelers, while also strengthening cultural ties between Korea and the region. With the increasing popularity of K-food worldwide, this collaboration marks a key moment in the global expansion of Korean cuisine.
