Asiana Airlines Flights: the Brutal Truth Behind Korean Skies in 2025

Asiana Airlines Flights: the Brutal Truth Behind Korean Skies in 2025

26 min read 5169 words May 29, 2025

Pull up any search engine and type in "asiana airlines flights." Chances are, you’ll be bombarded with sanitized press releases, cheerful fare deals, and the same photos of glossy jets banking over emerald rice paddies. But scratch beneath the surface, and 2025 reveals a far more complex—sometimes gritty—truth about flying Asiana. The Korean airline, once marred by scandal, is now at the epicenter of seismic shifts in global aviation, caught between technological disruption, consumer expectation, and the raw economics of post-pandemic travel. In this deep-dive, we unmask how fare structures, digital booking hacks, operational realities, and the fierce heat of competition are all colliding at 35,000 feet. You’ll get the inside story—warts, wonders, and all—so you can decide if Asiana Airlines is your ticket to smarter, bolder travel, or just another name in the booking shuffle.

Why everyone’s talking about asiana airlines flights in 2025

How Asiana became a global player

Asiana Airlines didn’t just appear on the world stage; it fought its way there. Since its founding in 1988, Asiana has been defined by a scrappy ambition—vying for a slice of Asia’s booming air travel market against juggernauts like Korean Air and global titans from the Gulf and Europe. The airline’s journey is marked by both hard-earned triumphs and public setbacks, but by 2025, Asiana commands respect for its resilience and relentless evolution.

Asiana Airlines jet surrounded by bustling airport activity in Seoul, energetic mood

The milestones that set Asiana apart are more than just footnotes in aviation history—they are testaments to adaptability. From pioneering direct routes to North America and Southeast Asia to being a launch customer for the Airbus A380 in Korea, Asiana leaned into both technology and service. Even after the notoriety of the 2013 Flight 214 crash, the airline clawed its way back into public trust, with a surge in safety ratings and a renewed commitment to international excellence.

YearMilestoneImpact on Global Profile
1988Founded; rapid domestic expansionBroke Korean Air’s monopoly
1991Launched first international routesGained global exposure
2006Star Alliance membershipInternational credibility
2013Flight 214 crashSafety overhaul, global scrutiny
2017Fleet modernization (A350, A380)Renewed focus on efficiency
2024Korean Air acquisitionMajor consolidation, new era
2025Expanded U.S. & Asia servicesReasserted international reach

Table 1: Timeline of Asiana’s pivotal moments, 1988–2025. Source: Original analysis based on AirlineRatings.com, AeroTime News.

Industry analyst Jinsoo Han notes, “Asiana’s resilience isn’t just about survival—it’s about evolving faster than the turbulence around them. The merger with Korean Air was a forced reckoning, but it also set the stage for a new kind of competition in Korea’s skies.”

The 2025 travel landscape: What’s changed?

If you last flew Asiana in 2019, forget everything you thought you knew. The post-pandemic travel landscape is a different beast—one ruled by digital dominance, shifting regulations, and consumers with zero tolerance for B.S. According to Korea JoongAng Daily, 2025, changes in fleet composition and route strategy have redefined what it means to fly with Asiana, especially as older aircraft bow out and the airline pivots to high-density, high-demand connections.

  • Biometric and mobile boarding: Paperboarding passes are relics; facial recognition and app-based gates are standard—especially in Seoul’s Incheon hub.
  • Dynamic, AI-driven fare structures: Prices swing wildly, with algorithms crunching everything from search trends to seat occupancy.
  • Inflight safety overhauls: New lithium battery rules and cabin crew protocols mean stricter carry-on checks and real-time safety digital alerts.
  • Route rationalization: Expect fewer “romantic” secondary European cities; the focus is now on major hubs like New York, Bangkok, and Honolulu.
  • Fleet renewal: The Boeing 747-400s and 767s are gone, replaced by A380s and A330-300s for improved efficiency and comfort.
  • Enhanced frequent flyer incentives: More mileage-only flights to the U.S., targeting business and VFR (visiting friends and relatives) travelers.
  • Upgraded self-service: From digital kiosks to real-time flight updates, automation is the new norm for everything except security checks.

Passengers using digital check-in kiosks at a modern airport, digital transformation in action

The real story, though, is how these changes ripple through industry norms. Airlines everywhere are chasing digital efficiency and ruthless cost management, but few have the merger-induced pressure that Asiana does. In this climate, platforms like futureflights.ai, which surface real pricing and cut through fare manipulation, are quietly becoming power tools for savvy travelers.

As frequent flyer Erica Park puts it, “The rules have changed, and not everyone’s ready. You can’t just click ‘Book’ and hope for the best anymore—you need to know how the system works, or you’re just another wallet waiting to be emptied.”

Decoding asiana airlines fares: Myths, facts, and dirty secrets

How ticket pricing really works

Contrary to airline marketing, “fair” fares are a myth. Asiana’s pricing matrix is a living organism, mutating every minute based on demand, competitor moves, historical sales, and now, AI-powered algorithms. Fare classes—Basic, Economy, Business, and First—each have distinct rules, but the devil’s in the details.

Fare ClassPerksDownsides
BasicCheapest price; minimal seatNo changes or refunds, no mileage accrual
EconomyStandard seat, 1-2 bags, mealLimited seat selection; change fees apply
BusinessLie-flat seat, lounge, premium mealsHefty price premium, limited upgrade slots
FirstPrivate suite, top-tier amenitiesRare availability, sky-high cost

Table 2: Asiana fare class comparison. Source: Original analysis based on AeroRoutes, Asiana Official Fare T&Cs.

What they don’t advertise? The minefield of hidden fees—seat selection charges, “fuel surcharges” (even when oil is cheap), and punitive change/cancelation penalties. According to AirlineRatings.com, travelers have reported discrepancies between advertised fares and real final costs, especially when booking via third-party aggregators.

Digital fare matrix with confusing numbers and highlighted price traps, representing price complexity

To avoid being fleeced: always check the fine print before payment, use incognito mode for searching, and compare total cost (including all extras) across multiple platforms. Don’t trust the first “discount” you see—dynamic pricing can mean the same ticket is $200 cheaper on a different IP or device.

Direct booking vs. third-party sites: The inconvenient truth

Booking directly with Asiana Airlines sounds like the straight-shooting option—full control, loyalty points, and direct communication in case of disruption. But the reality is fuzzier. Online Travel Agencies (OTAs) often offer discounted fares, but hide fees in the checkout labyrinth. According to Travel Weekly, 2024, “many OTAs mask the true total by splitting out fees until the very last screen.”

  1. Search fares on Asiana’s official website and leading OTAs.
  2. Read every fare condition—baggage, changes, cancellations—before you get excited.
  3. Compare final prices, not just base fares.
  4. Check the payment screen for hidden surcharges or forced “seat selection” costs.
  5. Hunt for coupon codes (rare, but occasionally gold).
  6. Screenshot your fare at each stage—evidence if the price jumps.
  7. Use a transparent meta-search like futureflights.ai to expose hidden costs and fare class differences.

Platforms like futureflights.ai are built to surface actual, all-in prices—cutting through the psychological games. As travel analyst Jinsoo says, “It’s not just about price—it’s about control. OTAs can save you money, but they often cost you power in a disruption.”

Traveler comparing asiana airlines flight prices on two screens, focused facial expression, analysis in progress

AI flight search: Revolution or scam?

The rise of AI-powered search has ushered in a new era of flight booking. No longer do you need to comb a dozen websites or pray for a flash sale—advanced algorithms aggregate, compare, and even predict fares across real-time inventory. But is it all smoke and mirrors?

Traditional search engines offer static comparisons, sometimes outdated by the time you click “Book.” Asiana’s in-house system is slick, but tightly curated in favor of the airline. AI-enhanced platforms like futureflights.ai promise radical transparency: surfacing fare changes, exposing manipulative “phantom” seats, and tailoring suggestions based on your travel DNA, not just the highest commission.

Close-up of a traveler using a futuristic flight search UI, AI digital interface glowing, immersive experience

Platform TypeAccuracyTransparencyFlexibility
Traditional OTAModerateLowBasic
Airline DirectHigh for own faresMediumVariable
AI-poweredHighHighAdvanced filters, real-time alerts

Table 3: Feature matrix—Traditional vs. AI-powered flight search. Source: Original analysis based on multiple platform tests.

Behind the curtain: Inside the asiana airlines flight experience

What really happens from boarding to landing

A real Asiana flight these days is an orchestrated dance of efficiency, cultural nuance, and the ever-present churn of technology. You check in via the app or kiosk—no human required unless your suitcase is overweight. Security is brisk, as digital bag tags and biometric checks push you through the bottleneck.

Candid photo of asiana cabin crew greeting passengers at the jet bridge, authentic in-flight hospitality

Once on board, the cabin is clean, the crew unfailingly polite (even under stress), and the inflight meal is a careful blend of Korean staples and international comfort food. What you notice most isn’t the flash—it’s the small things: hot towels offered before takeoff, slippers in economy on overnight flights, and the gentle reminders to stow electronics in compliance with new lithium battery rules. But don’t expect perfection—the recent merger has introduced new routes but also new crew, and occasional cultural friction is evident in service inconsistencies.

  • Priority boarding for families, elders, and elite members—often enforced with surprising rigor.
  • True “Korean hospitality”: bowing greetings, attentive meal service, and fast response to calls.
  • Impeccable cabin cleanliness, even on long-haul legs.
  • Free slippers, toothbrush kits, and hot towels in economy—small luxuries that add up.
  • Entertainment system stocked with Korean blockbusters and global classics.
  • Proactive flight notifications (via app and SMS)—delays, gate changes, even turbulence warnings.

As Mihee, a former cabin crew member, bluntly puts it: “It’s the little things that matter—until they don’t.” When the system gets overwhelmed (think snow at Incheon or a tight connection in Los Angeles), even the best intentions can unravel.

Cabin classes decoded: Beyond the glossy brochures

Not all Asiana experiences are created equal. While the brochures promise luxury at every level, the real distinctions are felt in seat pitch, food quality, and crew attention.

Cabin ClassSeat Pitch (inches)Meal QualityEntertainment Options
Economy32–34Standard Korean/internationalBasic touchscreen, 50+ movies
Economy Smartium34–36Enhanced menu, wineUpgraded selection
Business74–80 (lie-flat)Multi-course, premium brandsFull suite, noise-canceling headsets
First80+ (suite)Gourmet, chef-preparedConcierge-level, private screens

Table 4: Asiana cabin class statistics. Source: Original analysis based on AirlineRatings.com, AeroRoutes.

Anecdotes from travelers reveal the truth: economy can feel premium on a good day, but business class sometimes slips if the crew is stretched too thin. Even in first class, noise from economy (especially on older A380s) can bleed into the suite, and Wi-Fi quality is notoriously inconsistent.

Side-by-side editorial photo of premium cabin luxury and economy seating, clear visual comparison

Pain points? Overbooked business lounges, limited seat upgrades on high-demand routes, and the occasional meal running out mid-flight (especially for specialty diets). Still, for many, Asiana’s mid-tier fares deliver a value proposition that trumps both budget carriers and overpriced rivals.

The dark side: Delays, disruptions, and how to fight back

Even the best-run airlines can’t dodge the chaos of modern travel. From December 2024 through March 2025, Asiana’s on-time performance hovered around 81%, according to AeroTime News, 2025, lagging slightly behind global averages due to weather, air traffic congestion, and merger-related turbulence.

  1. Confirm delay or cancellation status via the airline app or airport screens.
  2. Document everything—boarding pass, delay notification, receipts.
  3. Check your rights: Korean and EU regulations are pro-passenger for long-haul disruptions.
  4. File an official report with Asiana at the airport, not by phone.
  5. Ask for meal vouchers or accommodation if delay exceeds 2 hours (international).
  6. Use digital tools (like futureflights.ai) to scan for immediate rebooking options.
  7. Avoid “accepting” the first rebooked option—request alternatives.
  8. Follow up on compensation—don’t let the claim drop in a black hole.

A case study: when a Seoul–LAX flight was delayed 14 hours in early 2025, passengers who used AI-powered search platforms rebooked before the rush, scoring rare compensation upgrades or alternative connections. Those who waited in line often lost out entirely.

Frustrated passengers waiting at the departure gate during a major delay, tense expressions and crowded scene

Compensation policies are complex, but persistence pays. Always demand written confirmation of the cause and keep receipts—you’ll need them to squeeze maximum value from the system.

Beyond the ticket: The real cost of asiana airlines flights

Baggage, meals, and sneaky extras

Base fares on Asiana rarely include everything you’d expect. Checked bags, meals, seat selection, and even carry-on size limits can vary sharply by fare class, route, and booking channel.

  • First checked bag sometimes costs extra—even on long-haul "deals."
  • Seat selection now often comes with a $10–$50 fee, depending on row and legroom.
  • Special meals (vegetarian, halal, gluten-free) must be reserved well in advance.
  • Wi-Fi and premium entertainment are paid add-ons in all but First and Business.
  • "Free" meals in economy are shrinking in portion size; second meals may be snacks only.
  • Lounge access is restricted or subject to new "peak hour" surcharges post-merger.
  • “Fuel surcharges”—often hundreds of dollars—can appear even when oil prices are flat.

Baggage scales and diverse airport food options, representing hidden costs in airline travel

To keep your bill honest: book directly for clear baggage and meal inclusion, bring your own headphones, and pre-pack snacks for long-haul flights. As frequent traveler Erica warns, “That ‘free’ meal? Not always so free. Check the fine print, or prepare to pay at 30,000 feet.”

Loyalty programs: Are they worth it anymore?

Asiana Club, the airline’s frequent flyer program, boasts multiple tiers and supposedly lush perks. But as of 2025, sweet spots are narrower: earning rates have tightened, redemption options are often blacked out during peak times, and point devaluations have left many travelers cold.

ProgramEarning RateRedemption FlexibilityMajor PerksDownsides
Asiana Club5–8 miles per $1Limited peak availabilityBonus upgrades, partner awardsPoints expire, blackout dates
Korean Air SKYPASS6–9 miles per $1ModeratePriority check-in, family poolingHigh elite thresholds
United MileagePlus5–11 miles per $1Broad partner networkLounge, priority securityLower on Asiana flights

Table 5: Loyalty program comparison matrix. Source: Original analysis based on AeroRoutes and airline program T&Cs.

The real risk? Devaluation. As Asiana merges with Korean Air, many routes and perks are being “harmonized”—which usually means less generous terms. To maximize value, use your points as soon as you hit a reward threshold and always check partner redemption options for sweet spots.

Moody photo of rewards card and smartphone app side by side, loyalty program context

The future of flying: Asiana, AI, and the next travel revolution

How AI is reshaping your flight search and booking

The buzz around AI isn’t hype—large language models (LLMs) and predictive analytics are already changing how travelers search, book, and manage flights. Gone are the days of sifting through hundreds of tabs or relying on generic fare alerts.

Traveler engaged with an AI-driven booking assistant, futuristic user interface, travel innovation

Platforms like futureflights.ai personalize recommendations in real time, learning your schedule, desired layover lengths, favorite seat types, and even preferred airlines. The impact? Less time wasted, fewer hidden fees, and recommendations that actually make sense for you.

What’s the jargon you need to know?

Large Language Model (LLM) : An AI system trained on massive datasets to understand context and generate responses—used to power intelligent flight search and customer service bots.

Dynamic Pricing : Fare structures that adjust minute-to-minute based on demand, booking time, and even device type.

Predictive Search : AI tools that forecast fare trends, alerting you when it’s the optimal time to book or rebook.

Expect the boundaries between airlines, search engines, and travel agencies to blur even further—giving you power if you know how to leverage these tools.

Sustainability: Is Asiana walking the talk?

Asiana’s public pledges on sustainability sound impressive: fleet renewal, carbon offset programs, and reduced single-use plastics. But how much is substance, and how much is marketing?

Jet flying over lush green landscape, sustainability and airline environmental responsibility concept

The airline has retired its least efficient aircraft (notably the 747-400 and 767 series) and now operates newer A380s and A330-300s, which emit less CO2 per seat. Passengers can purchase carbon offsets at booking, but as multiple environmental audits suggest, actual impact depends on the projects funded—some have been criticized for poor transparency.

  • Carbon offsets are voluntary and do not reduce emissions at the source.
  • “Sustainable” inflight meals are often limited to select routes.
  • Onboard recycling and waste reduction programs exist, but enforcement varies by crew.
  • Eco-friendly amenity kits are available only in premium cabins.
  • Fleet renewal is genuine progress, but route expansion offsets some gains.

Eco-conscious travelers should research offset programs, avoid unnecessary long-haul legs, and use digital boarding passes to minimize paper waste. Industry-wide, Asiana’s efforts are above average, but far from revolutionary.

Regulatory turbulence: Mergers, scandals, and the headlines you missed

The Korean Air–Asiana merger was the biggest aviation story nobody outside Korea seemed to care about—until it started affecting global travelers. Regulatory bodies in the EU and U.S. scrutinized the deal for anti-competitive risks, while consumer advocates warned of fare hikes and reduced service on overlapping routes.

Newsstand stacked with headlines about asiana airlines merger and industry turbulence, gritty editorial scene

These headlines matter. Asiana’s track record for safety improved dramatically in the last decade, with no major incidents in 2025 and a safety rating jump from 2/7 to 6/7 according to AirlineRatings.com, 2025. Still, travelers can expect more rationalized routes, stricter fare rules, and potentially less competition for key city pairs.

As Alex Kim, an aviation journalist, puts it, “The merger was a survival move, not a masterstroke. The real winners are those who adapt—travelers who know how to game the new system stand to gain the most.”

Practical playbook: Booking smarter, flying bolder with asiana airlines flights

Step-by-step: How to book the best Asiana deal every time

  1. Start early—ideally 2–3 months in advance for long-haul, but monitor fares weekly.
  2. Set fare alerts on multiple platforms, not just one.
  3. Use incognito browsing and test searches in different languages or currencies.
  4. Check baggage and seat fees at every fare tier before final selection.
  5. Cross-check direct and OTA prices, screenshotting best offers.
  6. Scan for promotional codes or partner discounts.
  7. Double-check cancellation and change policies—especially on non-refundable tickets.
  8. Leverage off-peak dates and midweek travel for optimal pricing.
  9. Book through a meta-search like futureflights.ai for clear, side-by-side cost breakdowns.

Traveler fist-bumping the air after securing a cheap flight deal, dynamic movement, celebratory

The key: flexibility is your secret weapon. If your dates or departure airports are fixed, fares will punish you. But if you’re open to alternative routes or layovers, you’ll often undercut “smart” searchers by hundreds of dollars.

Red flags and power moves: Outsmarting the system

  • Unusually low fares that “disappear” at checkout—classic bait-and-switch.
  • Extra baggage fees not revealed until payment.
  • Fare class “downgrades” if you change travel dates mid-search.
  • Non-refundable tickets masquerading as flexible deals.
  • Seat selection charges hiding in the checkout sidebar.
  • Phantom availability (shows “2 seats left” but never books them both).
  • Forced insurance or add-ons auto-selected at checkout.
  • Draconian change/cancelation policies—always read the fine print.

Each red flag comes with a power move: document every step, refuse add-ons you didn’t select, and don’t be afraid to abandon a booking if it feels off. Booking mistakes usually happen when you’re rushed; slow down, triple-check, and use meta-search platforms for clarity.

Traveler dodging chaos at a crowded airport terminal, avoiding travel pitfalls

Booking Window : The optimal period before departure when fares are statistically lowest—often 6–8 weeks for international flights.

OTA (Online Travel Agency) : A third-party site aggregating airline fares—examples include Expedia, Skyscanner, and Kayak.

Dynamic Fare : A ticket price that shifts in real time based on demand, booking patterns, or even your browsing history.

Self-assessment: Are you ready for the Asiana experience?

  1. Can you flex your travel dates by at least 2 days?
  2. Are you comfortable using mobile apps for boarding and updates?
  3. Do you know your fare class rights and restrictions?
  4. Are you equipped to handle a delay or reroute digitally?
  5. Can you travel light if faced with high baggage fees?
  6. Are you willing to forgo loyalty perks for the best deal?
  7. Do you research every “deal” before buying?

Diverse travelers waiting at the boarding gate, anticipation and decision-making in the air

Each item reveals your travel style: the more “yes” answers, the better you’ll perform in today’s algorithm-driven skies. First-timers should start simple, business travelers must know the fine print, families need backup plans for delays, and deal-hunters should always keep a meta-search tab open.

Case studies: Real stories from inside asiana airlines flights

When things go sideways: Disrupted flights and last-minute chaos

In March 2025, a freak snowstorm hit Incheon just as dozens of Asiana flights were scheduled to leave for North America. Minji, a business traveler, found her flight delayed by nine hours, with chaos erupting at the service counters. Instead of waiting, she used her mobile to access an AI-powered search, finding a rebooking option through Tokyo. The digital claim form she filed got her a meal voucher and partial compensation—while those who relied on in-person help lost out.

Traveler in a crowded terminal using mobile device to manage flight disruption, focused on screen

Lessons learned: always have digital backup, document every step, and don’t assume the airline will proactively help. Here’s how to respond to common disruptions:

ScenarioBest Response
Weather delayCheck app for updates, rebook digitally if possible
Crew shortageDocument delay, request compensation
Missed connectionDemand official rebooking, explore alternative routes
Lost baggageReport immediately, request tracking code and compensation
OverbookingVolunteer only for substantial compensation
Sudden cancellationFile claim on the spot, record all documentation

Table 6: Common disruption scenarios and best traveler responses. Source: Original analysis.

Upgrade hacks: How three travelers broke the code

Three frequent flyers—Jiho, Sara, and Kevin—each scored upgrades using different strategies. Jiho leveraged points for a peak-season jump to Business; Sara charmed the check-in agent with a well-timed compliment and acknowledged her birthday; Kevin timed his booking to a “soft” business class load and requested an upgrade at the gate.

Traveler in business class enjoying unexpected upgrade, relaxed and satisfied

The verdict? There’s no single formula. Points matter, but timing, attitude, and pure luck all play roles. As Jiho says, “It’s all about asking the right question at the right time.” The key is to always check upgrade possibilities at every interaction—online, at check-in, and at the gate.

Beyond Asiana: How Korean airlines shape global travel

Asiana vs. Korean Air vs. the world: What sets each apart?

Korean aviation is a brutal battleground. Asiana and Korean Air now operate under the same parent, but their brands remain distinct—for now. Globally, they compete with airlines like Singapore, ANA, and the big Middle Eastern carriers.

AirlineRoute NetworkAverage FareService QualityFleet Age
Asiana AirlinesU.S./Asia focusModerateHigh cultural touch7.5 years
Korean AirBroader, more EuropeHigherConsistently premium8.2 years
Singapore AirlinesGlobal, major hubsHighestWorld-class6.3 years

Table 7: Side-by-side comparison of major Korean and global airlines. Source: Original analysis based on AirlineRatings.com, AeroRoutes.

Experts suggest that Asiana’s strength lies in its agility and willingness to experiment with fares and routes, while Korean Air is the safe bet for full-service luxury. For Western travelers, both deliver a shock of Korean hospitality—just remember, cultural differences can surprise the uninitiated (expect more bowing, less small talk).

Editorial collage showcasing asiana airlines and korean air branding, visual contrast of rivals

The cultural dimension: Korean hospitality in the sky

Korean airlines, including Asiana, offer a service ethic that’s different from Western carriers—more formal, sometimes less chatty, but deeply attentive. In-flight meals come with silverware and real kimchi; crew members bow and address passengers with respectful honorifics.

Traveler reactions run the gamut: some are delighted by the attention to detail, others feel adrift in the formality. But for those who embrace the difference, it’s an immersion into a distinct world at altitude.

Korean-style inflight meal service on asiana airlines, appetizing and culturally unique presentation

“It’s like stepping into another world, 30,000 feet up,” says Morgan, a frequent flyer, capturing the ethos of Korean service that’s won Asiana loyal fans around the globe.

The final descent: What we learned about asiana airlines flights

Synthesis: Big takeaways and future outlook

Asiana Airlines in 2025 is a masterclass in airline reinvention—a carrier shaped by crisis, reborn through merger, and sharpened by digital disruption. The reality of asiana airlines flights is neither whitewashed perfection nor unmitigated chaos; it’s a complex interplay of value, risk, and opportunity.

Plane descending through sunset sky, hopeful mood and sense of journey's end

Flying Asiana today means navigating an intricate landscape of dynamic fares, smart booking platforms, and a unique brand of Korean hospitality that challenges Western norms. The smart traveler knows how to exploit AI-driven search tools like futureflights.ai, decode fare class traps, and adapt to shifting industry rules.

In the end, your asiana airlines flight is more than a transaction—it’s a test of your ability to navigate a system built on both efficiency and obfuscation. For those willing to learn the playbook, the rewards are real: better fares, smoother flights, and the thrill of flying bolder, not just farther.

What will your next flight mean for you? That answer, now more than ever, is entirely in your hands.

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