Korean airlines are moving away from the low-cost carrier (LCC) label in a bid to attract higher-value customers and build stronger brand identities. The shift is being led by airlines adopting hybrid models between full-service carriers (FSCs) and traditional LCCs. Air Premia has positioned itself as a premium hybrid carrier, while newly rebranded Trinity Airways is introducing the concept of what it calls “selective service carrier.” Trinity Airways, formerly T’way Air, explained the new identity reflects the carrier’s willingness to provide selected services based on customer demand by moving beyond typical images from FSCs and LCCs. The rebranding reflects a broader challenge facing LCCs. The low-cost model, built around cheap fares and limited services, has become increasingly difficult to sustain amid rising fuel costs, labor expenses and intensifying competition. Despite the rebranding strategy, both Air Premia and Trinity Airways still suffer from losses. Last year, Air Premia was ordered to improve its financial condition by the Ministry of Land, Infrastructure and Trans