AirJapan, ANA’s New Boeing 787 Airline

AirJapan, ANA’s New Boeing 787 Airline

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In October 2020, Star Alliance member airline All Nippon Airways announced plans to launch a new long haul airline subsidiary. More details about the brand have just been revealed today, so let’s go over what we know so far.

Basics of AirJapan, All Nippon Airways’ new airline

AirJapan is the name of All Nippon Airways’ new airline subsidiary, which will operate medium and long haul international routes. What should we expect from the airline?

  • The airline will launch in the second half of the 2023 fiscal year (so late 2023 or early 2024), though no exact routes or specific dates have been revealed yet
  • The airline will exclusively operate Boeing 787-8 aircraft
  • The airline is being launched as part of a business transformation for ANA, intended to “pursue sustainable growth and the ability to quickly respond to a wider range of customer preferences”
  • The airline won’t be a full service airline or a low cost airline, but rather will “combine the best of both worlds while also featuring Japanese-style ideas and quality”
  • AirJapan’s slogan is “Fly Thoughtful,” and as it’s explained that this “expresses the airline’s caring, thoughtful, and gentle approach”
  • The name AirJapan was selected in order to convey to people around the world that the airline is Japanese, and to remind customers that the airline offers “Japanese quality”
  • Pricing will be similar to low cost carriers, but the airline will “provide a comfortable cabin space for all passengers”

My take on ANA’s AirJapan concept

A few initial thoughts:

  • The AirJapan name is interesting, because ANA already has Air Japan, which is the subsidiary with which the airline operates many regional flights
  • This new airline concept sounds to me a whole lot like ZIPAIR, which is Japan Airlines’ long haul, low cost airline that operates Boeing 787s
  • I know ANA is insisting that this isn’t a low cost carrier, but everything about the concept sounds like one — the airline claims it will have low fares like low cost carriers, and those who “do not require additional options can reduce their travel costs”

I’m not expecting a huge amount of innovation here, but rather just All Nippon Airways copying Japan Airlines.

It looks like All Nippon Airways is copying Japan Airlines

Bottom line

All Nippon Airways plans to launch a new airline in late 2023 or early 2024, which will be named AirJapan. The airline will operate medium and long haul routes, though we don’t have details beyond that as of now. While ANA claims this will be somewhere between a full service airline and a low cost carrier, it sounds to me like we should expect it to be more along the lines of the latter.

What do you make of ANA’s new AirJapan airline concept?

Conversations (20)
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  1. Levin Guest

    Very early on, ANA intention for Air Japan was because of ANA's poor brand recognition and inconsistent product ex ASEAN. We're talking about ANA flying recliner Js regularly to Kuala Lumpur, inconsistent aircraft subbing to SIN, very poor OTP, snack bags and very lousy tasting Japanese food. And strange lack of lounge access ex Southeast Asia destinations.

    You're talking about ANA, a 5 star airline going ahead against some of the most competitive airlines...

    Very early on, ANA intention for Air Japan was because of ANA's poor brand recognition and inconsistent product ex ASEAN. We're talking about ANA flying recliner Js regularly to Kuala Lumpur, inconsistent aircraft subbing to SIN, very poor OTP, snack bags and very lousy tasting Japanese food. And strange lack of lounge access ex Southeast Asia destinations.

    You're talking about ANA, a 5 star airline going ahead against some of the most competitive airlines like SQ, GA, MH, TG, VN all of which all are pulling out the stops.

    It's even worse than Air China pre pandemic. ANA, Air China, Asiana, EVA Air, Shenzhen Airlines have not been putting on their best foot forward on regional Asia routes.

    I'll imagine, they'll simply takeover the Scoot, Tigerair Taiwan, Tway air, and NokScoot routes.

    Within Japan, it's said that ANA and Asiana's poor brand reputation has made cooperation with Star Alliance members SQ, TG very very difficult because ANA simply has little to no leverage or bargaining power, which is why the SQ NH JV has been scaled wayyy down.

  2. Doug DeNunzio Guest

    It seems that ANA has a good business product on the airline.

  3. GS in PDX Guest

    Ahh, another 'airline within an airline' project that will likely not succeed. Anyone want to guess how long this airline will last? I give it 2 years, tops.

    1. Levin Guest

      Actually Air Japan has always existed. It's currently flying the one route, SIN NRT and has been doing so for many years.

  4. Brianair Guest

    Oh no. Not another forgettable Eurowhite livery. I suppose the “r j” thing is kind of clever though? From far away, it looks just like Air Premia, almost as if they intended to replicate them. At least Zipair is saved by their cheatline, which has both a nostalgic and modern quality to me (I like how it covers the row of windows like that), plus a distinctive font and color scheme you don’t see in...

    Oh no. Not another forgettable Eurowhite livery. I suppose the “r j” thing is kind of clever though? From far away, it looks just like Air Premia, almost as if they intended to replicate them. At least Zipair is saved by their cheatline, which has both a nostalgic and modern quality to me (I like how it covers the row of windows like that), plus a distinctive font and color scheme you don’t see in many airlines, even if the Z as the branding might be a bit flat and “ZIPAIR” sounds like it could be from any country. What is with all these airlines becoming more and more lazy with design these days?

    I remember about a year ago, when ANA first announced they would be copying JAL and launching their own low-cost carrier similar to Zipair, I tried coming up with a concept for fun. The airline would be named Aozora (meaning “blue sky” in Japanese), and stylized as “aozora”. The color scheme would feature different shades of blue (likely incorporating sky blue and ANA’s blue somehow) and maybe a touch of green, purple, or lavender. Its logo would be a stylized paper crane. Origami would be a prominent theme in the livery and branding, as it’s a prominent part of Japanese culture, and quite unique in the world, as I believe the only other airline in the world that uses something like it is Azores/SATA (if you look up their livery). And the word “aozora” could be fit onto the tail slanted, consistent with the group’s other brands—ANA and Peach. I did a rough sketch back then but haven’t actually found the time to finish drawing it out. If or when I do, I will post the Aozora concept on a site like Airline Empires. I think it would look significantly better than what we see here with Air Japan.

    *Could you please remove my other comment that’s a reply to someone else’s comment, and keep this comment? As I was typing this comment, I accidentally forgot that at where I was typing, I was replying to someone’s comment when I had meant to type a stand-alone comment. I didn’t realize until I had already hit “Post”. As a result, I am correcting it with this comment here.

  5. Matt Guest

    Air Japan has been around as a subsidiary of ANA for a long time. Fly on a ANA 787-8 or 767, you've probably flown on Air Japan. Just look near the tail flag on an ANA jet and you'll see it. So this is a spin off, not a start up.

  6. uldguy Diamond

    So, as a long haul carrier offering “Japanese quality” and a “comfortable cabin space for all passengers” Air Japan sounds like it going to do nothing but cannibalize traffic from ANA. Plus it’s only going to confuse Air Japan customers who will likely expect to receive something resembling ANA service but in the end receive something totally different.

    Sounds a lot like Delta “Song”, United “Ted” and the litany of other similar misadventures trying...

    So, as a long haul carrier offering “Japanese quality” and a “comfortable cabin space for all passengers” Air Japan sounds like it going to do nothing but cannibalize traffic from ANA. Plus it’s only going to confuse Air Japan customers who will likely expect to receive something resembling ANA service but in the end receive something totally different.

    Sounds a lot like Delta “Song”, United “Ted” and the litany of other similar misadventures trying to be something they’re not.

    Good luck with that.

  7. Stanley Guest

    Never felts attracted to ANA brands as I remain a MEGA fan of Japan Airlines
    The red room inside Haneda First class Lounge is a must in your to-visit list

    1. Shin Guest

      We are in the same boat. Personally, I feel as though ANA bends backwards too much for foreign clientele (hence forgetting domestic clientele) whereas JAL maintains its true Japanese composure (This is from a frequent domestic use standpoint as a halftime resident in Japan).

  8. Creditian Guest

    It's the same concept with Scoot, basically a copycat.

    1. Brianair Guest

      Oh no. Not another Eurowhite livery. I suppose the “r j” thing is kind of clever though. From far away, it looks just like Air Premia. At least Zipair has their cheatline, which has both a nostalgic and modern quality to me (I like how it covers the row of windows like that), plus a distinctive font and color scheme you don’t see in many airlines, even if the Z as the logo might be...

      Oh no. Not another Eurowhite livery. I suppose the “r j” thing is kind of clever though. From far away, it looks just like Air Premia. At least Zipair has their cheatline, which has both a nostalgic and modern quality to me (I like how it covers the row of windows like that), plus a distinctive font and color scheme you don’t see in many airlines, even if the Z as the logo might be a bit flat and “ZIPAIR” sounds like it could be from any country. What is with all these airlines becoming more and more lazy with design these days?

      I remember about a year ago, when ANA first announced they would be copying JAL and launching their own low-cost carrier similar to Zipair, I tried coming up with a concept for fun. The airline would be named Aozora (meaning “blue sky” in Japanese), and stylized as “aozora”. The color scheme would feature different shades of blue (likely closely aligned with ANA’s blue) and maybe a touch of green, purple, or lavender. Its logo would be a stylized paper crane. Origami would be a prominent theme in the livery and branding, as it’s a prominent part of Japanese culture, and quite unique in the world, as I believe the only other airline in the world that uses something like it is Azores/SATA (if you look up their livery). And the word “aozora” could be fit onto the tail slanted, consistent with the group’s other brands—ANA and Peach. I did a rough sketch back then but haven’t actually found the time to finish drawing it out. If or when I do, I will post the Aozora concept on a site like Airline Empires. I think it would look significantly better than what we see here with Air Japan.

  9. Gabriel c Guest

    Zipair sounds like "Packed Passenger Air"

  10. Endre Guest

    Kudos to Air Japan for a better livery than ZipAir, even though I don’t feel like both will be economically viable in the long run.

    1. Julia Guest

      You're clearly not the real Endre. Please stop using his nickname you are not funny

    2. Julia Guest

      And you’re not the real Julia! Stop it!

    3. Endre Guest

      Karen, there are at least two Endres here. I guess by “real Endre” you are referring to the one who had a profile pic and bragged with his first-class flights. Indeed, I haven’t seen him here in quite a while, Amberlynn.

      I wish you a wonderful day and be careful not to fall off your motorized scooter in Walmart. Xoxo

    4. Julia Guest

      Stop using my name please

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

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Endre Guest

Karen, there are at least two Endres here. I guess by “real Endre” you are referring to the one who had a profile pic and bragged with his first-class flights. Indeed, I haven’t seen him here in quite a while, Amberlynn. I wish you a wonderful day and be careful not to fall off your motorized scooter in Walmart. Xoxo

1
uldguy Diamond

So, as a long haul carrier offering “Japanese quality” and a “comfortable cabin space for all passengers” Air Japan sounds like it going to do nothing but cannibalize traffic from ANA. Plus it’s only going to confuse Air Japan customers who will likely expect to receive something resembling ANA service but in the end receive something totally different. Sounds a lot like Delta “Song”, United “Ted” and the litany of other similar misadventures trying to be something they’re not. Good luck with that.

1
Julia Guest

You're clearly not the real Endre. Please stop using his nickname you are not funny

1
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