Virgin Atlantic has launched daily direct flights between London Heathrow and Seoul, marking the airline’s latest expansion into the Asian market alongside its established transatlantic routes. The new service began this month, operating on Boeing 787 Dreamliners, and aims to capitalize on growing global interest in South Korean culture, often referred to as the “K-wave,” which includes K-pop music, Korean beauty products, and television dramas.

The airline’s chief executive, Corneel Koster, highlighted South Korea’s dynamic combination of tradition and modern trends as a key factor in choosing to inaugurate this route now. The move comes amid increasing international fascination with Korean entertainment and lifestyle sectors. Notably, a Korean pop culture-themed Netflix film recently became the platform’s most-watched title, while the Korean beauty market alone is valued at approximately £88 billion.

Seoul, the South Korean capital and the destination for the new flights, is known for its blend of historic sites and vibrant neighborhoods. Visitors can explore landmarks such as Changdeokgung Palace, a UNESCO World Heritage site with notable features like the Secret Garden, as well as the nearby Bukchon Hanok Village, renowned for its traditional Korean architecture. The city also offers lively districts like Itaewon and Hongdae, popular for entertainment, shopping, and cultural experiences including K-pop dance classes and Korean beauty product stores.

Although Seoul’s metropolitan area is expansive—with the airport located roughly 30 miles from the city center, leading to travel times of up to 90 minutes—the city’s distinct neighborhoods offer varied experiences. The airport’s accessibility and amenities like widespread free Wi-Fi and affordable ride-hailing services contribute to its appeal. Additionally, the city is noted for its safety and accessibility, drawing both solo travelers and tourists interested in Korean cuisine and contemporary culture.

Virgin Atlantic plans to leverage its partnership with Korean Air to offer connecting flights to other South Korean destinations, including Busan, the country’s second-largest city, and Jeju Island, a popular resort location. The airline expects strong demand on the London-Seoul route as interest in Korean culture continues to grow internationally.

Return tickets on the new Heathrow-Seoul service start at £899.