Skynet Asia Airways is offering all-male cabin service for up to 300 passengers on a "Men's Flight" round-trip between Tokyo and the resort town of Miyazaki, 850km southwest of the capital.
Four male cabin attendants will be on board.
Wearing bow ties, they will introduce themselves to customers and offer to take pictures with them in addition to providing normal drink services, marketing and planning official Hiroshi Yanagisawa said.
"I know one of them personally… and he, aged 28, is athletic and handsome even to men's eyes," he said.
If the feedback is positive, the company will launch such flights on a regular basis in the future.
"We are a newcomer in the aviation industry… and need to do something extraordinary to attract customer attention," Yanagisawa said.
Skynet Asia, established by local capital, started operating Tokyo-Miyazaki flights in August.
Its normal fare for a one-way Tokyo-Miyazaki flight is $215. The fare becomes one-third if the seat is booked two months in advance.