Japan Airlines Unveils New Brand Slogan, ‘Soaring Together’
- Joe Breitfeller
- 6 days ago
- 3 min read
Japan Airlines has today announced the introduction of a new brand slogan, ‘Soaring Together.’ The new slogan is meant to express the following concepts: Awaken the Senses, Inspire New Horizons, and Make Meaningful Connections.
On Monday (March 2, 2026), Japan Airlines announced that in order to align with the future society envisioned in the ‘JAL Group Management Vision 2035’ announced today, the JAL Group has established a new corporate brand slogan: ‘Soaring Together.’ As the country’s first commercial airline, Japan Airlines has proudly served as a gateway connecting Japan with the world. Since the airline’s founding, JAL has been guided by the spirit of Japanese hospitality, with an unwavering commitment to your safety and peace of mind.
The new brand slogan is accompanied by a new Corporate Brand Statement, which reads as follows:
“As the country’s first commercial airline, Japan Airlines has proudly served as a gateway connecting Japan with the world.
“Since our founding, we have been guided by the spirit of Japanese hospitality, with an unwavering commitment to your safety and peace of mind.
“Built on this foundation, we are here to support you wherever your journey may lead, fostering new connections between people, places, and society.
“With attention to detail and genuine care put into every moment, we hope to awaken your senses, uplift your spirit, and open doors to new possibilities.
“Always by your side, we are with you every step of the way.”
Japan Airlines’ New Brand Slogan, ‘Soaring Together,’ is Meant to Express the Following Concepts: Awaken the Senses, Inspire New Horizons, and Make Meaningful Connections.
In Monday’s announcement, Japan Airlines President and Group CEO, Mitsuko Tottori, said,
“Our goal is to create connections that enrich the human spirit and inspire people to move forward with positivity. The new brand slogan, ‘Soaring Together,’ embodies the collective determination of all 40,000 JAL Group employees and represents our commitment to being a partner to our customers, gently uplifting their spirits and empowering them to pursue their aspirations.
“There are moments when, with our spirits lifted, we are more aware of the deep-seated dreams and desires within us, and we are able to muster the courage to take a step forward, towards the future we want to live in. The JAL Group’s promise is to remain a presence that creates these moments with our customers. Each and every one of our employees also strive to embrace such moments with a positive spirit, connecting the hearts and minds of staff and customers, and moving forward into a brighter future together.
“Under this slogan, whether during travel, at your destination, or in your daily life, the JAL Group will serve as a partner that stands by its customers and stakeholders throughout society. Through the products and services that JAL provides, JAL will deliver new encounters and experiences that resonate with the hearts of all, and JAL invites you to join them in creating a better future.”
JAL Group has been an aviation pioneer for 75 years, and in recent years, the airline’s touchpoints have expanded significantly from air travel into daily life, reflecting the increasingly diverse needs and values of modern travelers. As JAL continues to evolve in these dynamic times, the core brand pillars of Tradition, Innovation, and the Spirit of Japan have been updated and reinterpreted to convey the following concepts: Awaken the Senses, Inspire New Horizons, and Make Meaningful Connections.
Source: Japan Airlines
