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JAL Group Introduces 'Soaring Together'

On March 2, 2026, JAL Group unveiled its new brand slogan, "Soaring Together," as part of its strategic vision, titled JAL Group Management Vision 2035. This initiative aims to embrace a future where the nuances of human connection and experiences are celebrated through air travel and beyond. The concept of "soaring" reflects JAL's aspiration to elevate the relationships it fosters with customers.

Since its establishment in 1951, JAL has defined the history of air travel for over 75 years. The airline has created countless memorable moments in which people connect and share invaluable experiences. Recognizing the evolving expectations of modern travelers, JAL is expanding its engagement with customers beyond air travel, aiming to become a part of their daily lives.

In light of changing consumer values, JAL has redefined its brand character, which previously emphasized tradition, innovation, and the essence of Japan. The new slogan, "Soaring Together," encapsulates this refreshed identity, forging a powerful connection with its clientele.

Sensory Experiences That Delight

In an age where digital interactions abound, JAL acknowledges the resurgence of interest in genuine experiences that stimulate the senses. The airline commits to providing authentic, meaningful interactions that draw on its rich heritage of quality and trust. The subtle beauty of Japan's aesthetic sensibilities, enhanced by personal touches and warmth, will be at the core of every encounter, ensuring that the experience remains genuine and memorable.

Supporting New Beginnings

As lifestyles become increasingly diverse and the pace of change accelerates, the importance of personal discovery and exploration has gained greater significance. With a pioneering spirit that has been adaptable to change, JAL positions itself to guide customers as they embark on new adventures. The airline aims to facilitate moments of serendipity, providing opportunities for patrons to encounter dreams and aspirations along their journey.

Enriching Lives Through Connection

In a rapidly evolving society, opportunities for individuals to feel connected are dwindling. That’s why relationships with people and communities have become invaluable assets in enriching lives. By leveraging its heritage of connectivity, JAL seeks to create bridges not just in the skies but in every day-to-day interaction. The airline promises to foster moments where hearts meet, cultivating connections among individuals, products, and communities.

Message from President Mitsuko Tottori

President Mitsuko Tottori shared a heartfelt message, illustrating the company's vision. JAL aims to ignite positive shifts through the creation of relationships and connections. The slogan, 'Soaring Together,' symbolizes the unified commitment of JAL's nearly 40,000 employees to embody the brand's essence. Tottori emphasized the airline's intent to be a supportive partner, uplifting customers and nurturing their aspirations. Every step customers take is significant, and JAL is dedicated to enriching their journeys.

In the future, JAL Group will continue to operate under this new slogan. Envisioning its role as a partner in all travel and daily experiences, the airline promises to deliver impactful products and services that resonate with customers' lives. Stay tuned as JAL embarks on this journey with you.

For more insight into our brand story, check out the Brand Philosophy and our Corporate Video.