South Korea’s flag carrier, Korean Air, has introduced a new partnership with Weverse, adding a non-travel redemption option to its SKYPASS loyalty programme.
The agreement allows members to exchange air miles for digital currency used on the Weverse platform, signalling a continued shift by airlines towards broader, lifestyle-based rewards.
Miles redeemed for digital content
Under the new scheme, SKYPASS members can convert miles into vouchers that are then exchanged for “Jellies”, Weverse’s in-app currency. These can be used for services such as fan memberships, messaging subscriptions and other digital content.
The conversion rates are set at 270 miles for nine Jellies and 450 miles for 15. Vouchers are accessed through Korean Air’s “Mileage Mall” and redeemed through the Weverse app or website.
Weverse, operated by HYBE, hosts a range of international artists, including BTS, BLACKPINK, Dua Lipa and YOASOBI, and has a large global user base.
Broadening loyalty options
The partnership reflects Korean Air’s efforts to expand how its loyalty programme can be used. Rather than focusing solely on flights or upgrades, the airline is introducing smaller-scale redemption options tied to a digital service.
A Korean Air representative said:
“Korean Air is committed to expanding the everyday value of SKYPASS miles by offering members more diverse and meaningful redemption opportunities beyond air travel. Through this partnership with Weverse, we are enhancing the accessibility and relevance of our loyalty programme while delivering innovative experiences that reflect evolving global lifestyle trends.”
Similar moves have been seen across the aviation sector as carriers look to keep loyalty schemes relevant in a changing market, for example, Qantas expanding its Frequent Flyer programme into retail and package holidays.
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