jpatokal, we had a slightly similar transit experience in ICN, going from a OZ SYD-ICN flight to a NH ICN-KIX flight. I think we were directed to about 3 different counters before we hit the right one! ICN is certainly beautiful and sparklingly modern, but it seems that not much thought was given to making it transit-friendly. Unfortunately at that time I wasn't *G either, so didn't get to sample the delights of the OZ lounge.
Anyway, interesting report! Looking forward to the SQ sector...