First Airlines
First Airlines operates a single Tokyo-based virtual aviation facility offering 120-minute simulated first-class flight experiences using VR, projection mapping, authentic Airbus seats, and chef-prepared destination-themed meals. It serves a broad B2C leisure audience including families, couples, elderly customers, and inbound tourists.
- Company typePrivate
- Founded2020
- HeadquartersToshima, Japan
- Headcount—
- GTM typeB2C
- OfferingServices
What First Airlines does
First Airlines operates a single physical venue in Ikebukuro, Tokyo, branded as "Ikebukuro International Airport," where customers undergo a 120-minute simulated international flight experience without leaving the ground. The facility is described by the company as the world's first virtual aviation facility and targets a broad consumer base including families with children, couples, elderly customers in their 70s through 90s, group bookings, solo travelers (~10% of customers), and customers with disabilities (offering a 10% discount). Operations are fully reservation-based, with no walk-ins accepted, and the venue runs approximately 11.5-12 hours daily across weekdays and weekends.
The core product combines VR headsets (monocular or binocular depending on age/consent) delivering ~30 minutes of destination tourism, projection mapping with destination-themed audio and visuals, tablet-based interactive activities, authentic first-class seats originally from Airbus 310/340 aircraft, seat vibration synchronized with realistic engine audio during takeoff, and chef-prepared multi-course meals tailored to each virtual destination (including New York, Paris, Rome, Hawaii, and an Around Japan Tour option). Professional cabin attendants, drawn from former first-class crews and trainees, deliver in-flight service including welcome announcements, demonstrations, meal service, and on-board sales. Pricing is tiered at ¥7,200 for First Class, ¥5,980 for Business Class, and ¥8,480 for the Around Japan Tour, with a planned increase to ¥7,800 for First Class effective June 13, 2026 alongside a major renovation. Ancillary revenue is generated through optional welcome drinks (¥300 soft, ¥500 alcoholic) and children's lunch plates (¥5,000).
The business model is direct-to-consumer and transaction-based, with all bookings processed through the reserva.be reservation platform. Customer acquisition is driven primarily by earned media, including repeated features on major Japanese broadcasters (TBS, Fuji TV, TV Asahi), an Instagram presence, and a multi-language website (Japanese, Korean, Simplified Chinese, English) targeting inbound tourists. A repeat-visit loyalty program provides a 10% discount on the third visit and amenity gifts at the 3rd, 6th, and 10th visits, supported by a passport stamp rally and a 3-month repeat discount coupon. No parent company, subsidiaries, funding rounds, or ownership structure are disclosed in the available source material.
First Airlines firmographics
Firmographics- Name
- First Airlines
- Legal name
- FIRST AIRLINES
- Website
- https://firstairlines.jp
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- First Airlines operates a single Tokyo-based virtual aviation facility offering 120-minute simulated first-class flight experiences using VR, projection mapping, authentic Airbus seats, and chef-prepared destination-themed meals. It serves a broad B2C leisure audience including families, couples, elderly customers, and inbound tourists.
- Ownership category
- akta.pro rank
First Airlines industry classification
Industry- Product category
- Virtual Aviation Entertainment
- NAICS
- Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- In-Flight Customer Experience, Service Design & Personalization (THABAMAI)
- akta.pro secondary industry
- Cabin Crew Services & Onboard Service Delivery (THABAMAC)
Keywords
Where First Airlines is headquartered
LocationHeadquarters
- HQ city
- Toshima
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
First Airlines business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Flight Experience Tickets: One-time ticket sales for 120-minute virtual aviation experiences. Customers pay per visit with tiered pricing (First Class, Business Class). Revenue is transaction-based per booking.
- Beverage and Add-on Services: Welcome drinks sold separately (soft drinks ¥300, alcohol ¥500). All base courses include one complimentary drink service. Additional drinks and specialty items generate incremental revenue per visit.
- Children's Lunch Plates: Optional children's lunch plate upsell at ¥5,000 for family customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | First Class Experience - 120 minutes |
| Unit Pricing | Pay-as-you-go | First Class Meal Tray Set |
| Unit Pricing | Pay-as-you-go | Business Class Experience - 120 minutes |
| Unit Pricing | Pay-as-you-go | Children's Lunch Plate |
| Unit Pricing | Pay-as-you-go | Welcome Drinks (Optional) |
| Other | Pay-as-you-go | Repeat Customer Discount |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
First Airlines product offering
Product offeringCore offering
First Airlines operates a ground-based virtual aviation facility in Ikebukuro, Tokyo, delivering a 120-minute simulated international flight experience without the aircraft leaving the ground. Customers sit in authentic retired Airbus 310/340 first-class seats and progress through a full simulated journey: passport and boarding pass collection, takeoff with synchronized seat vibration and engine sound, a ~30-minute VR tour of destination landmarks (New York, Paris, Rome, Hawaii), destination-themed multi-course meals prepared by chefs, and professional cabin-attendant service through to arrival. A separate Around Japan Tour variant offers 2-hour domestic VR tourism on weekend evenings.
Product overview
First Airlines operates as a single unified virtual aviation facility offering immersive ground-based flight experiences. The core product is a 120-minute First Class or Business Class virtual international flight featuring VR technology, projection mapping, professional cabin attendant service, and chef-prepared multi-course meals. Destinations include New York, Paris, Rome, and Hawaii. An additional Around Japan Tour option provides domestic VR tourism. All experiences incorporate authentic aviation elements including realistic sound, seat vibrations, and professional service crews. Booking is handled through the reserva.be platform.
Differentiator
Problem solved
Functional benefit
Products and services
- First Class International Flight Experience A 120-minute simulated international flight in authentic retired Airbus 310/340 first-class seats, featuring a ~30-minute VR tour of destination landmarks, projection mapping, tablet-based activities, realistic seat-vibration takeoff effects, and a chef-prepared multi-course destination-themed meal with alcoholic/non-alcoholic service drinks and after-meal coffee or tea. Destinations include New York, Paris, Rome, and Hawaii. Priced at ¥7,200 per person (campaign price, tax included); scheduled to rise to ¥7,800 from June 13, 2026 following a major renovation. All courses include one complimentary drink.
Companies that use First Airlines
Customer profileSegments8 records
Ideal customer profiles8 records
First Airlines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
First Airlines partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
First Airlines competitors and assessment
Company assessmentEmerging players
- UNKO Museum: Quirky theme-park-style museum in Tokyo using projection mapping, photo spots, and immersive sets aimed at families, kids, and inbound tourists. Closely comparable on the immersive-instagrammable attraction monetization model.
- Ninja Cafe NEW MAN: Themed cafe in Tokyo combining costumed staff, scripted experience, and food service. Comparable on the experience-led dining model where customers pay a premium for theatrical service and themed environment rather than the food alone.
- Madame Tussauds Tokyo: Wax-figure attraction with photo-led immersive sets aimed at international tourists in central Tokyo. Comparable as a timed, themed ticketed attraction competing for inbound-tourist share of leisure time and yen.
- Bandai Namco VR Zone (Tokyo): VR-based entertainment venue in Tokyo offering premium immersive VR experiences at per-session pricing. Directly comparable on the VR-led immersive entertainment model, though with less hospitality overlay than First Airlines.
Others
- Art Aquarium: Immersive goldfish-themed art display with projection mapping and classical music in central Tokyo. Comparable as a ticketed cultural/experiential attraction competing for inbound and domestic visitor time, though with less food and service overlay.
Direct peers
- Kandō (カンドゥー): Kids' role-play village in Japan where children try themed professions in a structured environment. Comparable reservation-based, immersive entertainment venue for families — and is explicitly named as a First Airlines event partner, making it the closest operational sibling.
- teamLab Planets / Borderless: Immersive digital art complexes in Tokyo using projection mapping, VR-grade visuals, and full-body immersion in a timed, reservation-based ticketed format. Directly comparable as a pay-per-entry immersive experience venue competing for the same Tokyo tourist and local-leisure spend.
- KidZania Tokyo: Reservation-only, role-play 'city' for children where kids participate in themed activities led by trained staff. Comparable on immersive, experience-led ticketed entertainment with strong repeat-family appeal and a multi-language tourist offering.
Regional players
- Sailor Moon Experience (Tokyo): Themed ticketed immersive experience in Tokyo using projections and staged scenes tied to a major IP. Comparable on immersive themed short-duration attractions monetizing tourist demand, though narrower in demographic.
- Toei Kyoto Studio Park: Theme park in Kyoto featuring immersive period sets, costume experiences, and themed attractions. Comparable as an experiential themed entertainment venue, but located in Kansai rather than Tokyo, so it competes for tourist attention rather than directly for local bookings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
First Airlines social profiles
Digital presenceFirst Airlines financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Airlines leadership team
Management profileNumber of profiles
First Airlines funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Airlines M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Airlines
What does First Airlines do?
First Airlines operates a ground-based virtual aviation facility in Ikebukuro, Tokyo, delivering a 120-minute simulated international flight experience without the aircraft leaving the ground. Customers sit in authentic retired Airbus 310/340 first-class seats and progress through a full simulated journey: passport and boarding pass collection, takeoff with synchronized seat vibration and engine sound, a ~30-minute VR tour of destination landmarks (New York, Paris, Rome, Hawaii), destination-themed multi-course meals prepared by chefs, and professional cabin-attendant service through to arrival. A separate Around Japan Tour variant offers 2-hour domestic VR tourism on weekend evenings.
Is First Airlines a public or private company?
First Airlines is a private company. It is classified as unknown and is currently operating.
When was First Airlines founded?
First Airlines was founded in 2020.
Where is First Airlines based?
First Airlines is headquartered in Toshima, Japan, in the Asia region.
How does First Airlines make money?
Three revenue lines are on record. Flight Experience Tickets are the primary driver. The others are beverage and Add-on Services and children's Lunch Plates.
Who are First Airlines's main competitors?
Emerging players on record are UNKO Museum, Ninja Cafe NEW MAN, Madame Tussauds Tokyo and Bandai Namco VR Zone (Tokyo). Art Aquarium is listed as an others. Direct peers are Kandō (カンドゥー), teamLab Planets / Borderless and KidZania Tokyo. Regional players are Sailor Moon Experience (Tokyo) and Toei Kyoto Studio Park.
Does First Airlines have an API?
No public API is recorded for First Airlines.
What industry is First Airlines in?
First Airlines's product category is Virtual Aviation Entertainment. Its primary akta.pro industry code is THABAMAI, In-Flight Customer Experience, Service Design & Personalization, with a secondary code of THABAMAC, Cabin Crew Services & Onboard Service Delivery. Its NAICS code is 561520 and its SIC code is 7900.