Jeju Air: Branding of a K-Pop Airline

South Korea's LCC (Low Cost Carrier) industry, which started from the 2000s, brought upon a new lifestyle within the country. In Korea, unlike European or US markets, air travel was limited and previous domestic airlines mostly focused on the business sector. The LCC industry had a shaky start with high ini-tial investment and low load factors, but soon started to take root as they started to take over the domestic market and competed for OVerseas routes, making air travel a reality for the masses. Today, profitability of low-cost airlines have been improving as their routes expanded and load factors went up, especially in routes connecting China, Korea and Japan. Also, greater aircraft usage by utilizing" red-eye" flights to Southeast Asian destinations greatly