All Nippon Airways has released fresh content for its U.S.-focused campaign, Experience Class, showcasing Japanese culture and the airline’s premium service. The new series, which features musician and DJ Steve Aoki, is available now on the ANA YouTube channel and aims to give travelers a vivid sense of Japan before they even land.
Tadashi Matsushita, head of public relations and communications for the Americas at All Nippon Airways, explained the intent behind the project: “Our goal with this new video content is simple. We want to define and celebrate the distinct culture of Japan and show how that culture is experienced the moment you step onboard one of ANA’s aircrafts.” Collaborating with Steve Aoki, ANA produced a set of multimedia videos that combine personal travel perspective with in-flight highlights.
The videos take viewers through several complementary experiences. They present elements of the ANA in-flight product—service, cabin atmosphere, dining and amenities—alongside Steve Aoki’s personal travels in Tokyo. Scenes include visits to well-known neighborhoods, local restaurants, notable landmarks and cultural moments that reflect modern Japanese life. By pairing the in-flight journey with on-the-ground exploration, the series emphasizes how ANA connects passengers to the essence of Japan.
Matsushita emphasized the airline’s commitment to quality: “As a five-star airline we hold ourselves to a high standard of excellence that delivers an unmatched experience for each and every passenger that they can only associate with ANA.” That commitment shapes both the service delivered onboard and the way ANA presents destinations. The new content is intended to deepen understanding of the airline’s approach to hospitality and to illustrate the thoughtful details passengers can expect when flying with ANA.
Beyond showcasing service standards, the Experience Class videos are designed to tell a cohesive story about travel and culture. They highlight how small touches—careful meal preparation, curated amenities, attentive cabin crew and comfortable seating—combine with the anticipation of arrival to create a memorable trip. Anchored by Steve Aoki’s genuine curiosity and personal narrative, the series links familiar aspects of travel with authentic cultural experiences in Tokyo, making the destination feel accessible and inviting.
The carousel of content serves a dual purpose: to introduce prospective travelers to ANA’s premium in-flight offerings and to inspire them to explore Japan’s diverse urban scenes. Through short, shareable video segments, the campaign seeks to reach a broad U.S. audience by mixing lifestyle, culture and travel storytelling. Each segment is crafted to be informative without feeling like a brochure—offering a human perspective on what it means to move between cities and cultures with comfort and style.
ANA’s Experience Class campaign reflects a broader trend in travel marketing that prioritizes experiential storytelling over product-only promotion. By integrating a well-known cultural figure like Steve Aoki, the airline taps into contemporary interests—music, food, nightlife and design—while staying true to the quieter, refined elements of Japanese hospitality. The result is content that appeals to both frequent flyers seeking premium service and first-time visitors curious about what Tokyo has to offer.
For viewers, the series presents an invitation: experience the distinct culture of Japan not only upon arrival, but starting with the flight itself. The videos aim to show how travel can be seamless and enriching when an airline thoughtfully curates each step of the journey. ANA’s new content reinforces the airline’s positioning as a connector between the U.S. and Asia, using storytelling to make the promise of a culturally rich travel experience tangible and enticing.