Japan Airlines's Slogans & Taglines

Japan Airlines Co., Ltd. (JAL), also known as Nikkō, is the flag carrier airline of Japan. Founded in 1951 as Japan Air Lines, the airline began operations in 1951 with a domestic network and launched its first international service to San Francisco in 1954. It became a wholly owned subsidiary of the Japan Airlines Corporation in 2002 and filed for bankruptcy in 2010, undergoing a major restructuring with support from the Enterprise Turnaround Initiative Corporation of Japan. Relisted on the Tokyo Stock Exchange in 2012, JAL today operates a global network spanning Asia, Europe, North America, and Oceania from its primary hubs at Tokyo Haneda and Narita International Airports. It is a member of the Oneworld alliance.

Core offerings include premium international and domestic passenger services, cargo operations, and the JAL Mileage Bank loyalty programme. The airline is renowned for its hospitality ethos, Omotenashi, and operates a fleet of Boeing and Airbus aircraft including the Boeing 787 Dreamliner. Brand messaging has evolved from the 1959 claim Japan Air Lines – The World’s Most Modern Fleet to the current enduring promise Embrace new challenges. The company also uses We support your dreams as a consumer-facing tagline, reflecting its commitment to connecting people and enabling aspirations through air travel.