
I've had a good experience with Asiana Airlines on a few recent trips. This is South Korea's other major airline, and it's rated as one of the very few "five-star airlines" in the world (see www.airlinequality.com).
I'll give it 4.5 stars, I guess. I don't get to travel Singapore Airlines business class like the Thom Friedmans of the world, so I can't compare my experience with those who've raved about Singapore for years. I have traveled on Cathay Pacific (in economy), and found it to be the most pleasant experience one can have for 12+ hours in a metal tube.
Back to Asiana. Nice legroom, personal entertainment systems (although the "city info" is laughable), a neutral-colored color scheme that (no kidding) helps me sleep, and efficient service make it a nice experience.
Nice, but not overwhelmingly so. Remember, Koreans are hardly the shrinking violets of the Asian world, so don't expect anyone to grovel for you in the way flight attendants are depicted in ads for many Asian airlines.
Korean culture is very direct, like that of the US. So, think United Airlines, but without the overt, deliberate nastiness that's invariably found in the happy employees of the Friendly Skies.
If you're connecting to Southeast Asia, it may seem you've wasted time flying past Tokyo for an hour to reach Seoul, only to track back on your connecting flight. But the schedules out of Narita can have longer connecting times, and this airport can have delays that one rarely sees at the spacious new Incheon airport in Korea.

And here's the fun thing. One of the routes I take has a 12-hour layover on the return to the US. I do this because Asiana's fares are often several hundred dollars less than that of its competitors. But if you call the airline beforehand, you'll get a very nice hotel

Asiana is part of the Star Alliance. Most flights receive 70% mileage credit on United, but if you just go ahead and join Asiana, you'll get upgraded into the frequent-flyer hierarchy much more quickly.
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