Air Busan sparks backlash with video reinforcing gender stereotypes

Male cabin crew members of Air Busan / Captured from Air Busan’s YouTube channel

Low-cost carrier Air Busan is facing criticism after posting a video featuring its first-ever all-male cabin crew since the airline’s founding in 2007.

While the video was intended to highlight the male cabin crew’s novelty, its title and content drew criticism for reinforcing gender stereotypes in the airline industry.

The video, uploaded to Air Busan’s official channel on Sept. 28, was originally titled “Uploading the dullest flight of the year.” It showed a group of male attendants greeting passengers and providing in-flight services.

In the video, male crew members were asked about the absence of their female colleagues. One replied: “No matter how hard we try to be cheerful, we can’t match the kindness and brightness of our female colleagues. As a result, passengers’ expressions don’t look as good.”

The remarks and the video’s portrayal of the cabin crew triggered immediate backlash. Many viewers argued that calling the flight “dull” suggested that women were essential to create a pleasant atmosphere, perpetuating the stereotype that women are inherently warmer, friendlier and visually pleasing. One online comment read: “This isn’t just a joke — it’s the company itself pushing a sexist notion.”

Passenger reactions captured in the video further fueled controversy. Several male passengers complained: “I boarded expecting to see the pretty flight attendants from Air Busan’s YouTube channel, but I was disappointed,” and “If I had known in advance, I wouldn’t have boarded. If I could jump off the plane, I would.” Another bluntly stated, “Without a female crew, I never want to fly Air Busan again.”

A few female passengers responded more positively, noting the novelty of an all-male crew. One remarked, “Usually there are mostly women, so seeing only male attendants was a nice change.”

These comments were heavily criticized with many noting that the reactions included in the video only underscored how deeply entrenched outdated gender norms are in the airline industry.

Critics noted that the controversy reflects a long-standing issue: female flight attendants have historically been valued more for their physical appearance than for their professionalism and skills. They condemned the video for turning this outdated notion into an official marketing gimmick.

A Korean Air employee speaks during a press conference at the Korean Confederation of Trade Unions headquarters in Seoul, March 7, urging her employer to allow flight attendants to wear sneakers in the cabin. Korea Times photo by Jung Da-bin

Gender discrimination has long plagued the aviation industry, with perceptions of cabin crew long tied with prejudiced notions of domesticity and femininity.

In recent years, women in Korea’s aviation industry have fought for more equal workplace policies, including the right to wear pants instead of skirts, and replace heels with sneakers, in a bid to push back against gender and occupational discrimination.

In 2012, the National Human Rights Commission of Korea held an open forum on airline uniform policies, after a petition argued that forcing women to wear skirts and banning eyeglasses was discriminatory — underscoring how appearance-based rules have long reinforced gender discrimination in the industry.

Against this backdrop, Air Busan’s video was seen as trivializing those efforts and sending a regressive message.

As criticism grew, Air Busan quietly changed the video’s title to “First-ever five-member all-male flight since founding.” As of Tuesday 9 p.m., the company had yet to release an official statement.

The airline’s silence has left many questioning whether progress has been made in the aviation industry, as a company officially endorsing gendered perceptions of cabin crews shows otherwise.

Youn Ye-jin is a Korea Times intern.