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JAL's In-Flight "Soraben" Meals Win Good Design Award - New Style of Menu on Guam Route

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JAL's award-winning Guam Route Economy Class Soraben.

The in-flight “soraben” offered as in-flight food by Japan Airlines (JAL, based in Shinagawa Ward, Tokyo) on its Guam route is a winner of this year’s Good Design Awards by the Japan Industrial Design Promotion Organization. Soraben means “sky bento,” and a bento is a type of portable boxed meal common in Japan.

The award-winning Guam Route Economy Class Soraben is a new style of in-flight food introduced on the route by JAL in March of this year. The fusion cuisine that lets you fully savor that resort atmosphere (on Japan departures) and the breakfast menu that brings back memories of Guam (on Guam departures) also offer an eye-catching and fun presentation.

When the in-flight food was being designed and created, it was the intent to further upgrade and alter the image of the route to the resorts in Guam, and the in-flight soraben was researched and developed to create a new and unique concept of in-flight service. JAL aimed to “provide fun and healthy meals as much as possible” and to “turn passengers’ expectations of in-flight food upside -down- in a good way” for those flying on short late-night flights. JAL stated, “By paying close attention to product design and development capability, we won the prize for high quality both in design and features.”

According to the Good Design Awards database, this is the first award for in-flight food.

JAL