Japan Airlines Launches New Global Brand Message to Strengthen Customer Connections and Future Growth

(IN SHORT) Japan Airlines has launched a new corporate brand slogan, Soaring Together, as part of its long-term JAL Group Management Vision 2035. The slogan reflects the airline’s commitment to connecting people and communities while supporting sustainable growth and customer wellbeing. The updated brand framework is built around three themes—Awaken the Senses, Inspire New Horizons, and Make Meaningful Connections—which reinterpret the company’s traditional values of innovation, heritage and Japanese hospitality. The new brand direction highlights Japan Airlines’ evolving role as both a travel provider and a broader lifestyle partner for customers.

(PRESS RELEASE) TOKYO, 2026-Mar-2 — /Travel PR News/ — Japan Airlines has introduced a new corporate brand slogan, Soaring Together, marking an important step in aligning the company’s identity with the long-term direction set out in the JAL Group Management Vision 2035. Announced on March 2, 2026, the new slogan reflects the airline group’s ambition to strengthen its role as a connector of people, places, and communities while contributing to a sustainable and socially responsible future.

Since its establishment in 1951, Japan Airlines has played a central role in linking Japan with the rest of the world while maintaining a strong focus on safety, reliability, and hospitality. As the company expands beyond traditional air travel into broader lifestyle and service offerings, the new brand message reflects the evolution of its relationship with customers and society.

The new slogan is supported by a refreshed brand statement emphasizing Japan Airlines’ heritage as the country’s first commercial airline and its ongoing commitment to delivering travel experiences rooted in Japanese hospitality. The brand vision highlights the airline’s role in supporting customers throughout their journeys while creating opportunities for meaningful connections and new experiences.

Japan Airlines has also updated its core brand framework, building on the long-standing pillars of tradition, innovation, and the spirit of Japan. These principles are now expressed through three guiding themes: Awaken the Senses, Inspire New Horizons, and Make Meaningful Connections. Together, these concepts define the company’s future direction and its approach to customer experience and service development.

The Awaken the Senses theme emphasizes the importance of authentic experiences in an increasingly digital world, combining high-quality service with carefully crafted hospitality and human interaction. Inspire New Horizons reflects the airline’s role in encouraging customers to explore new opportunities and pursue personal goals through travel and discovery. Make Meaningful Connections focuses on strengthening relationships between individuals, communities, and regions through the airline’s global network and service platforms.

Mitsuko Tottori, President and Group Chief Executive Officer of Japan Airlines, said the new slogan represents the shared aspirations of the company’s employees and customers. She emphasized that the concept of Soaring Together expresses the airline’s intention to remain a trusted partner that supports customers in moving forward with confidence and optimism.

Under the new brand direction, Japan Airlines aims to provide services and experiences that extend beyond travel itself, supporting customers at every stage of their journeys and in their daily lives. The company intends to strengthen its role as a partner in creating new opportunities and meaningful experiences while contributing to a more sustainable future.

The introduction of Soaring Together marks the beginning of a new chapter in Japan Airlines’ brand development, reflecting both its heritage and its ambitions for the decades ahead.

Brand Story Page （URL：　https://www.jal.com/en/philosophy-vision/brand/)
JAL Brand Movie （URL：　https://youtu.be/_ujgwQFrJMc)

SOURCE:  JAPAN AIRLINES