ANA Holdings has unveiled a new international airline brand — AirJapan — which would take off in the second half of 2023.

In a statement, the Japanese holding company, which provides domestic and international air transportation services, said "AirJapan" will be an entirely new brand for medium-haul international routes.

"The new airline will offer customers a variety of options in its services rooted in the Japanese culture as well as a comfortable cabin space at an affordable price," ANA, which owns All Nippon Airways, ANA Wings and Peach Aviation, among others, said.

In fall 2020, ANA Group announced a new airline brand as part of the transformation of its business model to pursue sustainable growth and the ability to quickly respond to a wide range of customer preferences.

"We are excited to announce that the brand name, logo, and aircraft design have now been finalized, and preparations are underway to prepare for its launch in the second half of FY2023," ANA said in a statement, adding that the exact routes and specific dates of the scheduled first flight is still under consideration.

"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 noted that the brand name "AirJapan" was selected in order to convey to people around the world that the new carrier is a Japanese airline offering "Japanese Quality" in it services.

Last February, ANA Holdings announced a new chairman and CEO as part of changes to its board.

It said Koji Shibata, senior executive vice president and member of the board, will succeed Shinya Katanozaka as president and CEO from April 1, 2022 while Katanozaka will take over from Shinichiro Ito as chairman of ANA Holdings also on the same date.