Alex Judson, managing director of partnerships and international at Alaska Airlines, speaks during an interview at the airline’s Korean office in Seoul, Feb. 3. Courtesy of Alaska Airlines
Incheon is fast emerging as a strategic gateway for Alaska Airlines as the U.S. carrier deepens its push into Asia, buoyed by surging demand from American travelers attracted by Korea’s expanding cultural influence.
The Seattle-based airline launched its Incheon-Seattle route in September 2025, marking its first direct link to Korea. Even if the airline is still building its brand recognition among Korean travelers, the company said early results indicate strong growth potential.
“For Alaska Airlines, the ability to connect Korea’s vibrant culture with travelers across the U.S. represents a significant opportunity,” Alex Judson, managing director of partnerships and international at Alaska Airlines, said in a recent interview with The Korea Times. “Serving the Korean market is a key strategic priority for us.”
Judson, who joined the airline in 2018 and has led initiatives spanning lounge development, loyalty platforms and global partnerships, now oversees Alaska Air Group’s international markets. He described the response to the Incheon route as exceeding expectations.
Alaska Airlines currently operates five weekly flights between Incheon and Seattle, departing Incheon on Mondays, Thursdays, Fridays, Saturdays and Sundays. As of Jan. 31, more than 45,000 passengers have traveled on the service, according to data from the company.
“I was truly surprised by the strength of demand,” Judson said.
Reflecting that momentum, the airline plans to add a Wednesday departure during the summer season, increasing the frequency to six flights per week.
Demand has been fueled not only by leisure travelers eager to experience Korea’s culture exports — from K-pop to film and cuisine — but also by steady corporate travel and a sizable Korean diaspora in the U.S.
Alex Judson, second from right, managing director of partnerships and international at Alaska Airlines, poses with executives from Alaska Air Group in Seoul, Sept. 15, 2025. At right is Yu Soo-jin, regional director for Asia, excluding Japan, at Alaska Airlines. Courtesy of Alaska Airlines
“Demand on the route is supported by robust leisure travel, strong corporate demand and a large Korean community across the U.S.,” Judson said. “For these reasons, Incheon is considered a key strategic city within Alaska Airlines’ network.”
As the largest regional airline on the U.S. West Coast, Alaska operates more than 100 destinations from its Seattle hub. The Incheon connection enables onward travel across North America, positioning the Korean gateway as a bridge between Asia and the U.S. mainland.
Looking ahead, the carrier sees Incheon playing a broader role in its international ambitions.
“Alaska Airlines sees strong potential for Incheon to serve as a gateway, enabling greater connectivity between the U.S., China and Southeast Asia,” Judson said.
The airline’s confidence was underscored last year by a three-day buy-one-get-one-free promotion for the Incheon route. The campaign, which allowed customers purchasing a ticket to bring a companion at no additional cost, generated more than 16,000 ticket sales.
A post-promotion survey revealed that most participants had already been considering a trip to Korea prior to the discount.
“Many shared that they saw the promotion as a meaningful opportunity to visit Seoul and experience its vibrant culture, including K-pop,” Judson said. “We are pleased that the campaign served as a gateway for West Coast communities to discover Korea.”
Alaska Airlines’ Boeing 787-9 Dreamliner / Courtesy of Alaska Airlines
Differentiation strategy
As competition intensifies on trans-Pacific routes, Alaska Airlines is seeking to distinguish itself through onboard offerings that reflect both Korean and West Coast identities.
Passengers on the Incheon-Seattle route are served Korean-inspired dishes, such as chicken bulgogi, jajangmyeon and tteokbokki, alongside beverage options including citrus mint soju cocktails.
At the same time, the airline plans to introduce well-known West Coast brands onboard beginning in April or May. These include Salt & Straw ice cream, Straightaway Cocktails and Stumptown Coffee, giving travelers a taste of the region before landing.
“We provide flexibility and choice to our guests,” Judson said. “Those who value the comfort and familiarity of Korean flavors can enjoy that onboard, while those who wish to begin their West Coast experience in the air can do so as well.”
The carrier is also investing in technology to modernize the in-flight experience. The Incheon route is operated with Boeing 787-9 Dreamliners, and Alaska Airlines plans to equip its fleet with Starlink satellite Wi-Fi by the fall, enabling high-speed internet connectivity throughout the journey.
For Alaska Airlines, the Incheon expansion is more than a new long-haul route. It represents a strategic foothold in a market where cultural influence is translating into travel demand — and where the airline sees an opportunity to link communities across the Pacific with a distinctly West Coast touch, according to the senior executive.
