All Nippon Airways (ANA) has unveiled plans for a subsidiary airline called AirJapan to fly medium-haul international routes from the second half of 2023. Technically, it's not so much a launch as a relaunch. The Air Japan brand has been around for years, and ANA trumpeted very similar plans for its new hybrid medium-haul carrier as recently as late 2020.

An ANA subsidiary airline to fly medium-haul international routes

ANA calls AirJapan an "entirely new brand for medium-haul international routes." In a statement issued on Tuesday, ANA said AirJapan was part of its business model transformation chasing sustainable growth and improvements in how they respond to changing customer preferences. Since the previous October 2020 announcement, ANA has settled on the new airline's brand name, logo, and aircraft design. AirJapan will initially operate an unspecified number of Boeing 787-8 aircraft.

"Preparations are underway to prepare for its launch in the second half of FY2023," an ANA statement issued on Tuesday reads. "The exact routes and specific dates of the scheduled first flight is still under consideration as ANA is closely monitoring trends in the recovery of demand for international flights."

ANA says it wants to create an entirely new kind of air travel experience that is neither a full-service nor a low-cost carrier. The new airline will combine the best of both worlds featuring Japanese-style ideas and quality. There is nothing particularly revolutionary about a hybrid or mid-market carrier despite the spin. The airline world is full of them.

"We are excited to begin unveiling AirJapan and the selectable service and comfortable cabin experience it will offer passengers," said Hideki Mineguchi, President of Air Japan. "By focusing on medium-haul international routes, the ANA Group will be better equipped to meet emerging trends for international travel at a competitive price."

ANA's Air Japan dates back two decades

The Air Japan brand dates back 20 years. In 2000, the ANA-owned charter airline World Air Network rebranded to Air Japan. It began operating scheduled international services to South Korea in 2001 and has operated flights under ANA branding since then. But the travel downturn waylaid plans to launch Air Japan as a distinct airline brand. However, as border drawbridges reopen and travel restrictions ease for most, ANA thinks the time is ripe for another go at launching its mid-market medium-haul airline.

One of the notable style differences is between the pre-pandemic Air Japan and the post-pandemic AirJapan is the conjoining of the two words in the airline's name. Air Japan becomes AirJapan.

Eurocontrol defines medium-haul routes as between 930 and 2,490 miles (1,500 and 4,000 kilometers). That puts many of ANA's traditional destinations throughout Asia within AirJapan's target range. Longer haul routes to North America, Europe, and Australia would retain well-regarded ANA services.

Still some time to take off

ANA doesn't need to order any new Dreamliners - the airline already has around 40 Boeing 787-8s in its fleet. It's likely to be a case of a quick paint job to showcase AirJapan's new livery and a cabin reconfiguration. ANA's existing Dreamliners have a three-cabin configuration which isn't ideal for a mid-market airline operating model.

ANA says it will be another 18 months before any AirJapan branded flights take off. A lot can happen in the airline world in 18 months. Dates may get pushed back or plans quietly dropped. It may even be the case we'll see another relaunch of the AirJapan brand down the track. In this case, it's a case of wait and see.