TOKYO- All Nippon Airways (ANA – NH) has unveiled an exclusive in-flight sake, the Junmai Ginjo 2019 by legendary brewer Naohiko Noguchi from the Noto Peninsula, served only in First and Business Class on select routes from Tokyo Haneda (HND). With its crisp profile of Japanese citrus, rice, and white flowers, the sake captures ANA’s attention to detail at 40,000 feet.
The debut comes as Japan’s tourism sector rebounds sharply. The Japan National Tourism Organization reports 31.65 million visitors in the first nine months of 2025 — a 17.7% year-on-year rise — prompting carriers like ANA and Japan Airlines (JAL – JL) to refine their culinary strategies to impress both domestic and international travelers.
Photo: Japan Airlines
Japanese Airlines Redefine Fine Dining
Since 2013, ANA’s The Connoisseurs program has set a high bar for in-flight gastronomy. This collaboration between award-winning chefs and sommeliers spotlights Japan’s culinary philosophy of shun — celebrating ingredients at their seasonal peak.
In December 2024, ANA expanded the team to 16 experts, adding acclaimed chefs such as Yuhei Kurita of Ginza L’ecrin, Shiro Yamazaki of Restaurant Yamazaki, Kentaro Mura of Ebitei Bekkan, and Kenichiro Sekiya from Tokyo’s three-Michelin-starred Joël Robuchon.
Sekiya’s autumn dishes, like caviar with smoked salmon in consommé jelly and tartare of botan-ebi shrimp with grilled eggplant, bring an elegant precision rarely seen in-flight.
The meals are served on handcrafted Narumi and Noritake tableware from Nagoya, underscoring ANA’s commitment to aesthetic and cultural authenticity, Japan Times reported.
Photo: All Nippon Airways
Culinary Storytelling at 40,000 Feet
Travelers note that Japan’s major carriers do more than feed passengers — they narrate Japan’s culinary culture through their menus.
Andrew Tan, a frequent flyer from Singapore, says ANA and JAL’s premium menus highlight local prefectures, traditional techniques, and collaborations with renowned chefs, giving passengers an authentic preview of Japan’s dining scene.
Both airlines also integrate Japanese tea service into their flights, featuring high-grade sencha and gyokuro varieties. These teas, selected for their purity and calm-inducing qualities, reinforce the airlines’ dedication to cultural detail.
Singapore Airlines (SQ) has joined the regional competition by refreshing its Kyo-kaiseki menu on Singapore–Japan routes. Developed by Kyoto-based chef Yoshihiro Murata of Kikunoi, the multicourse meals trace their roots to imperial and samurai-era cuisine, pairing artistry with heritage.
Photo: All Nippon Airways
Expanding Menus for Modern Tastes
Responding to global dietary shifts, ANA and JAL have embraced plant-based dining. ANA now offers three vegan options on its à la carte menu, including a plant-based tonkotsu-style ramen, a vegetable dashi soup, and a vegan curry developed with chef Yusuke Nomura of Daigo in Tokyo. These dishes are entirely free of animal products and refined sugar.
JAL introduced vegetarian options in 2023 under chef Fumio Yonezawa of No Code, Tokyo. Its business class menu now features a mushroom and veggie-meat hamburger with demi-glace and olive oil mashed potatoes — an inventive take on comfort food that aligns with global wellness trends.
Both airlines emphasize sustainable sourcing. Following the Noto Peninsula earthquake, ANA began purchasing regional fish to aid local recovery, sourcing yellowtail for its Business Class menus as a gesture of solidarity and sustainability.
Photo: A person pouring alcohol into a wine glass / Pexels
The New Prestige of Beverage Programs
In-flight beverage programs have evolved into key brand differentiators. Singapore Airlines employs over 100 trained “air sommeliers,” while JAL’s curated wine list showcases refined French classics. ANA, meanwhile, highlights boutique Japanese producers, offering passengers a distinctive sense of discovery.
ANA’s crew is trained extensively in sake pairing, enabling them to explain brewing techniques, rice varieties, and regional distinctions — transforming beverage service into an educational experience. The airline also plans to expand its non-alcoholic selection this December, catering to travelers seeking sophistication beyond spirits.
Tan adds that service consistency remains a defining factor. Singapore Airlines is praised for precision and polish, while ANA and JAL deliver warmth and cultural immersion, offering travelers an experience deeply rooted in Japanese hospitality.
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