Korean Air announced on the 15th that it has signed a memorandum of understanding (MOU) for a strategic partnership with YG Entertainment at its headquarters in Gangseo-gu, Seoul, attended by Jang Sung-hyun, Vice President of Marketing and IT at Korean Air, and Hwang Bo-kyung, co-CEO of YG.

This agreement aims to strengthen the brand image of Korean culture through the use of content and online/offline channels by Korean Air, which has a global network, and YG, which leads the K-pop culture.

As a result, Korean Air will become the official airline sponsor of Blackpink, a YG-affiliated artist, for their world tour. Until August of this year, Korean Air will provide discounted airline tickets for Blackpink’s artists and staff on the world tour. Additional baggage support will also be provided free of charge.