Fun, cool and trendy Peach Airlines livery on an Airbus A320.

Fun, cool and trendy Peach Airlines livery on an Airbus A320.

Soon, Japan will have another Low Cost Carrier (LCC) option for passengers: Peach Airlines. The airline will operate out of Kansai International Airport (KIX) in Osaka, Japan. Peach plans to start operations no later than March 2012 between Sappora and Fukuoka and to Seoul in May 2012.

The airline has three major share holders: All Nippon Airways (ANA), Innovation Network Corporation of Japan and the First Eastern Investment Group. Although ANA holds a slightly larger share than the other two investors, I am told the airline will operate independently from ANA.

According to the airline, the name “Peach” was chosen to symbolize energy and happiness across Asian countries. ’œThe name Peach was chosen to reflect our mission of becoming a completely new type of airline that links destinations in Japan and Japan with Asia,” Peach Aviation CEO, Shinichi Inoue stated. “Our promise is to provide safe, low cost travel 365 days of the year, making air travel easier and more accessible. Our airline will also reflect the smart sophistication that has come to represent the words ‘Cool Japan’.”

Although the name might be “Peach,” their livery will be made up of purples and pinks. The colors are supposed to represent “cuteness, coolness and happiness.” Okay, we can go with that. At this point, the airline only has graphical representations of the livery, but an airline spokesperson said we should be able to see the livery an an aircraft sometime in the fall. The airline planes to lease brand new Airbus A320 aircraft in an all economy 180-seat configuration.

The airline has shown some possible concepts of their flight crew’s uniform and they look very trendy, laid back and young.

Interior mock up for Peach Airline's Airbus A320.

Interior mock up for Peach Airline's Airbus A320.

You might not realize that P.E.A.C.H. is also an acronym. According the website it matches up to the type of experience you should expect: Pan ’“ Asian, Energetic, Affordable, Cute & Cool, Happy.

The airline explained to me over email that they,  “are targeting a wide range of people, but much of our focus is targeting young females.”

Is Japan ready for a low cost airline targeted at the younger and more female population? I am not sure, but it sure seems like ANA and other investors sure thing so.

EDIT: I had originally stated Peach would be Japan’s first Low Cost airline, that is incorrect, I have updated the story. Thanks.


EDITOR-IN-CHIEF & FOUNDER - SEATTLE, WA. David has written, consulted, and presented on multiple topics relating to airlines and travel since 2008. He has been quoted and written for a number of news organizations, including BBC, CNN, NBC News, Bloomberg, and others. He is passionate about sharing the complexities, the benefits, and the fun stuff of the airline business. Email me:
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Interesting concept. I think given the increase in affluence and desire for luxury among women, particularly in the Asian market, that Peach’s strategy is unique. The attention by Boeing and Airbus is on the growth of the Asia market, so clearly this airline is an indication of that from a niche perspective.

At the end of the day, it’s an airline like any other. Whether targeting a specific demographic is going to produce a unique net benefit remains to be seen.

They’re sure not going to win the preference of men, unless there’s a clear price and service advantage over the competition.

But look at Virgin America. They have trendy uniforms, pink/purple interiors, clubie-music (I made that up) and they still attract a wide range of travelers.


Good point. Virgin has done well to add some character. This may be no different. It will be interesting to see.

Looks nice. Much better than euro-white with a logo.

I may ahve to steal the color scheme when I get my G-6 🙂


There are already a few LCCs in Japan:

Skymark Airlines is the largest one (they ordered some A380s a while back) but Air Hokkaido, Skynet Asia Airlines, and StarFlyer are all present as well.

Yup! I was not fully thinking when I wrote this up. Air DO as well.


I am surprised it took this long to get a low cost airline in Japan. Perhaps in the future the airlines in Japan could help passengers save money on their ticket purchases as explained in this video:

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180 seats? What are we hefty people going to do when we are jammed in like sardines. They have extra length seats but the smaller people always seem to grab them first.

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