November 2025: British American Tobacco will run a year-end promotion
British American Tobacco (BAT) announced that it will run a year-end promotion for the glo Hyper heated tobacco devices. A special promotion will be offered online and offline for the first-time buyers until the end of the year and glo Hyper series can be purchased at a discounted price of only ₩2. BAT aims to capitalize on the seasonal demand for heated tobacco devices (as the time spent indoors increases in the winter season) and deplete glo Hyper devices ahead of the glo HILO launch.
“Odor reduction” is a key feature in the South Korean tobacco market. According to a recent survey (“Smoking Status and Electronic Cigarette-Related Survey” conducted by Embrain Trend Monitor), 54.9% of heated tobacco users mentioned that they dislike the cigarette odor left on their bodies and 46.9% said that there is less smoke & odor with heated tobacco compared to regular cigarettes.
September 2025: British American Tobacco launches new product trial campaign for glo Hyper series
British American Tobacco (BAT) launched a new product trial for glo Hyper heated tobacco devices to lower the entry barrier (out-of-pocket money) for first-time buyers and expand consumer access to heated tobaco platform. The initiative reflects a growing trend in the retail industry to focus on product trials rather than simple price cuts, aiming to boost initial satisfaction, strengthen brand engagement and build long-term loyalty.
First-time purchasers are able to buy the flagship glo Hyper pro for ₩29,000 (US$21) online and offline, while the glo Hyper is available for ₩20,000 (US$14) exclusively at offline channels. BAT stated that the pricing strategy combines performance with accessibility, reinforcing the premium positioning of the glo brand. To broaden consumer touchpoints, BAT partnered with major convenience store chains including CU, GS25 and 7-Eleven. Discount coupons, available on the official glo website www.discoverglo.co.kr, can be redeemed at participating stores for the glo Hyper pro in obsidian black and the glo Hyper in cobalt blue. Online shoppers can receive automatic discounts on the glo Hyper pro via the official glo website, while additional benefits are offered through Kakao Store and Naver Store.
The glo Hyper series emphasizes advanced technology and design to differentiate itself in a competitive market. The glo Hyper pro features HeatBoost technology, which calibrates heating temperature and duration to maximize taste and flavor, and an EasyView display that provides real-time information on six functional modes. It also introduces a TasteSelect dial, allowing users to adjust flavor intensity. The glo Hyper includes the HeatBoost and TasteSelect functions in a simplified design with an LED button.
Both devices are optimized for use with glo’s dedicated neo sticks, which are designed to deliver consistent performance and a wide range of flavors. BAT renewed all 10 neo consumables with StickSeal technology, which seals the tip of each stick to prevent residue accumulating in the device after use. StickSeal eliminates the need for device cleaning with a brush and eliminates one of the primary inconveniences of device maintenance.
September 2025: Japan Tobacco launches Ploom Payback Promotion
Japan Tobacco will run Ploom Payback Promotion for a month in September 2025, fully refunding the Ploom X Advanced heated tobacco device purchase if a purchaser is not satisfied with the device. The promotion aims to offer consumers a risk-free option to try Ploom X Advanced. The promotion is open to consumers who purchase at a convenience store (available in Seoul and Gyeonggi Provinces) or on the official Ploom website, www.ploom.co.kr, register their device during the month of September and use it for more than two weeks. Consumers can apply for a refund until the end of October according to the promotion agreement. The full purchase amount, excluding the return shipping fee, will be refunded.
April 2025: KT&G lowers the price of 8 fiit heated tobacco sticks
As the competition heats up in the South Korean heated tobacco market, KT&G lowers the Retail Selling Price (RSP) of 8 fiit tobacco stick variants, exclusively for use with lil SOLID device, from ₩4,500 ($3.14) to ₩4,300 ($3.00). Reduced prices will be effective from May 1, 2025. Philip Morris Korea (PMK)’s SENTIA and TEREA tobacco sticks, exclusively for use with IQOS heated tobacco device, retail at ₩4,500 ($3.14) and ₩4,800 ($3.35), respectively. With this move, KT&G aims to offer a line of fiit consumables below the PMK’s lower-priced SENTIA line – in the close race for heated tobacco category leadership, where KT&G holds a narrow 1-2pp lead.
