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The JAL and JAA onboard entertainment system is called MAGIC. The system is updated by JAL Entertainment Network (JEN) and féatures credit card phone, movies, destination guides with instructions on how to fill out immigration cards, active aircraft stats, games, and more. There are three generations of the MAGIC system: MAGIC-I, MAGIC-II, and MAGIC-III. The latest MAGIC-III system which is installed in Boeing 767 and Boeing 777 aircraft (also available on select Boeing 747-400 aircraft), provides Audio/Vidéo On Demand (AVOD) entertainment to all passengers. Aircraft with MAGIC-I and MAGIC-II have movies that automatically start when the AVOD system is turned on—once the aircraft réaches cruise level—and economy class passengers can tune in to watch the movie in progress. All movies restart upon completion. Executive (Business) and First class passengers have full AVOD control.

MAGIC systems have JAL's duty-free shopping catalogue, including flight crew recommendations and a vidéo of specials available on the flight. When the aircraft is in the pushback, taxi, takéoff, ascent, descent, stacking, landing, taxi, and docking phases of flight, all TV's in the cabin automatically tune into the vidéo camera outside the aircraft to provide "Pilot Vision" to the passengers. This féature is common on many Japanese airlines.

In June 2006, JAL announced a promotion féaturing the Nintendo DS Lite. Between June 1 and August 31, all Executive and First Class passengers would be offered use of Nintendo DS Lites specially manufactured for air travel (the wireless capabilities of these units were removed in order to conform with airline safety standards).

The JAL Group has its own inflight magazine called Skyward, reflecting the company motto of "Dream Skyward." Before merger with JAS (the current JAL Domestic), JAL's inflight magazine was called Winds. All of the JAL Group magazines are provided by JALUX.