Online Opinion Split on New LCC Brand Vanilla Air, New Routes in the Future

Online Opinion Split on New LCC Brand Vanilla Air, New Routes in the Future

The Vanilla Air logo.

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Netizen opinion is split over the name of Vanilla Air, the new low-cost carrier (LCC) brand ANA Holdings Inc. announced on August 20.

The new name is part of ANA Holdings' rebranding of AirAsia Japan Co., Ltd. that will take place in November following the end of its partnership with Malaysian budget carrier AirAsia Berhad in June. According to ANA Holdings' explanation for the choice of name, "'Vanilla' is a word that everyone knows and many people have a fondness for because they associate it with high quality."

There was a flurry of commentary in forums and elsewhere online in response to the new brand's announcement. Many were positive, describing it as "tasteful" and "yummy," while one poster wrote that "another food name like Peach (a rival LCC) is interesting." But there was a good deal of negative feedback as well. "I don't get the concept." "They shouldn't manage the company as sloppily as they have the naming." "Sounds sticky." At present overall opinion seems to be split right down the middle. Many people also posted their hopes for a revival of Japanese LCCs. One such forum user wrote, "I want them to add more unique services and routes."

Vanilla Air, which will retain AirAsia Japan's hub at Narita International Airport outside Tokyo, currently plans to commence service on domestic routes with two Airbus A320s in November. In the future the carrier plans to add routes to resort destinations in Japan and abroad.