“Tradition” refers to an ability to provide universal value, or authenticity, backed by JAL’s history of supporting Japan’s human exchanges and economic activities with the world as the “Wings of Japan” since its founding in 1951 as Japan’s first scheduled airline. Meanwhile, our experience with bankruptcy has taught us not to be content to rely on tradition. While continuing to value tradition, we must always be prepared to take up the challenge of creating new values by introducing changes. This is “Innovation.”
Finally and just as importantly, we continue to refine the “Spirit of Japan” such as Omotenashi (Japanese hospitality) and Shitsurae (thorough preparation) imbued in our corporate tagline, “Fly into Tomorrow, JAL.”