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ANA Introduces AirJapan, a New Medium-Haul International Carrier Launching in FY 2023

ANA Holdings has unveiled an entirely new international medium-haul airline brand called ‘AirJapan’ which will launch during the second half of fiscal 2023. The airline’s brand philosophy is ‘Fly Thoughtful’ expressing a caring, thoughtful and gentle approach.

AirJapan Boeing 787-8 Livery Rendering - Courtesy ANA

On Tuesday (March 8, 2022), ANA Holdings revealed the brand identity of their new medium-haul international airline, which was previously announced in the fall of 2020 as part of the transformation of the company’s business model. The new airline will be called ‘AirJapan’ and the carrier’s brand philosophy can be summed up by the tagline “Fly Thoughtful.” According to ANA, Air Japan won’t be a full-service airline or LCC, but will instead offer guests affordable tickets and a variety of service options rooted in Japanese culture, along with a comfortable Boeing 787 Dreamliner cabin experience. ANA expects Air Japan to take flight during the second half of fiscal 2023, with routes being announced at a later date.

In Tuesday’s announcement, Air Japan Co., Limited’s President, Hideki Mineguchi, said,

“We are excited to begin unveiling AirJapan and the selectable service and comfortable cabin experience it will offer passengers. By focusing on medium-haul international routes, the ANA Group will be better equipped to meet emerging trends for international travel at a competitive price. We are proud to be part of the team that is increasing options for travelers while also bringing the same commitment to quality and safety found across the ANA Group.”

The name AirJapan has been selected to convey that the carrier is a Japanese Airline and will offer traditional “Japanese Quality” in all they do. The logo is based on the “(Ai)r” and “J(apan)” in the brand name where the ‘rj’ in the logo combine to represent a kind and thoughtful hand-to-hand interaction. The brand’s colors combine the traditional Japanese colors “Ai (indigo) and “Akebono (sunrise), with indigo expressing the skills and technique in the art of indigo dyeing which requires “Trust and Thoughtfulness” from the artisan, and the sunrise color representing the spring season of Japan and the airline’s commitment to ‘Comfort & Care.”

AirJapan's Livery and Brand Identity Details - Courtesy ANA

Founded in 1952, ANA has grown to become the largest airline in Japan. The carrier has been a Star Alliance partner since 1999 and currently has joint partnerships with United Airlines, Lufthansa, SWISS and Austrian Airlines. The ANA Group also owns Japanese low-cost carrier (LCC) Peach Aviation Limited. ANA has approximately 43,000 employees and operates a fleet of 260 aircraft. Additionally, the carrier was the launch customer and is the largest operator of the Boeing 787 Dreamliner Family aircraft, and is the only Airbus A380 operator in Japan.

Source: All Nippon Airways

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