JAL – New brand slogan: “Rise together” | News

To align with the future society envisioned in the “JAL Group Management Vision 2035,” announced today (March 2, 2026), 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 to 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.

Based on this foundation, we are here to support you wherever your journey leads, and foster 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.

We are always by your side, we will guide you every step of the way.

Since its founding in 1951, JAL Group has been a pioneer in aviation history for 75 years, cherishing countless moments where people meet, connect and foster relationships with our customers. In recent years, our touchpoints have expanded significantly from air travel to everyday life, reflecting customers’ increasingly diverse needs and values. As JAL continues to evolve in these dynamic times, the brand’s core pillars of Tradition, Innovation and the Japanese spirit have been updated and reinterpreted to convey the following concepts: awaken the senses, inspire new horizons and make meaningful connections.
The tagline “Soaring Together” brings these concepts together and takes them to the next level to express the shared journey between customers and the JAL Group, capturing a mutual commitment to soar towards a better future.

In today’s digital world, where everything is connected and efficiency is paramount, the value of real-world experiences – the tangible sensations and new discoveries – is being rediscovered.
Building on our foundation of refined quality and trust, we will harmonize the authentic textures that digital cannot replace, the meticulous hospitality rooted in Japanese aesthetics, and the warmth of human connection. Our mission is to provide experiences that truly resonate with the heart.

In an era of rapid change and diversifying lifestyles, the importance of exploring and discovering your true self has never been greater.
As pioneers who have continually embraced new challenges in changing times, we are uniquely positioned to assist our clients as they enter new encounters and worlds. We are committed to igniting dreams and hopes, empowering each individual to move forward toward the life he/she envisions.

In a changing society where opportunities for human and emotional connection are diminishing, the ‘ties’ we share with people and communities have become an irreplaceable asset that enriches our lives.
Leveraging our long-standing power in ‘connecting’, we will create opportunities to connect people, things and regions – not just in the air but at every touchpoint of daily life – to foster moments when hearts truly resonate with each other.

■Message from Mitsuko Tottori, President & Group CEO
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 employees of the JAL Group and represents our commitment to being a partner to our customers, gently uplifting their spirits and empowering them to pursue their ambitions.
There are times when, with a brighter mood, we are more aware of the deep-seated dreams and desires within us, and we can gather the courage to take a step forward, towards the future we want to live in. The JAL Group promise is to remain a presence that creates these moments for our customers.
All our employees also strive to embrace such moments with a positive spirit, connect the hearts and minds of staff and customers, and move forward together towards a better future.

Under this slogan, whether while traveling, at your destination or in your daily life, JAL Group will serve as a partner assisting its customers and stakeholders throughout society. Through the products and services it provides, JAL will provide new encounters and experiences that resonate with the hearts of all, and JAL invites you to join them in creating a better future.