“The main reason is the new Safety Video. As a Brit, I rather enjoyed it and thought it was a brilliant idea to make me watch. However … This was a flight to Tokyo and, presumably, with a high percentage of Japanese on board. With the language barrier(no translation or subtitles) and the utter ‘Britishness’, especially the British sense of humour, the video would have gone over the heads of your Japanese customers: not one would have looked or understood a word! There goes ‘your safety is our priority’ up in the air(no pun intended). So is it the old British colonial arrogance rearing its head, incompetence, or another misplaced cost cutting measure? (or a combination of all, none of which says much for BA ..). The tragedy is that in 30 years of flying the route that was the first time BA displayed such disrespect-verging on disdain- towards its Japanese customers … what a retro step!!
And then there was the mediocre food: BA always had its ups and downs with food, and it is definitely a down cycle now!
And the not-entirely-friendly or responsive attitude of cabin staff: the pocket seat did not have a shopping catalogue and I spent half the flight trying to attract somebody’s attention. By the time a catalogue was provided I was told they had closed shop … with this kind of service you lose much more than the sale, you know!
So now you tell me: what would I recommend BA for to my Japanese friends??”
Robert R Domloge 
It’s probably a good idea to have 2 videos, with the destination culture being the first of the two.
On the flight to Tokyo, the Japanese video would be first, in Japanese and culturally-sensitive to the Japanese. The British clip would be next, with different cultural leaning.
I think two would be better than one neutral one, because safety comes from people paying attention and making it appealing is key here, I suspect.
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Yes … it can get a bit complicated … add to that the fact that English is regarded as aviation’s international language and you can see the practical implications: think of e.g. Chinese carrier flying to Germany, would they have to offer three different videos?
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