September 2026: Japan Tobacco Expands Ploom Lineup with EVO Cacao Mint Crystal and Mevius Tropical Option
Japan Tobacco (JT) announced two additions to its Ploom heated tobacco stick portfolio: EVO Cacao Mint Crystal and Mevius Tropical Option. Both products are set for nationwide release on October 6, 2026.
The EVO Cacao Mint Crystal emerged as the top choice from JT’s first-ever consumer flavor vote campaign held early in 2026, outperforming three competing concepts. Manufactured under JT’s premium EVO brand using selected tobacco leaves, the blend combines balanced menthol with a bittersweet cacao taste. Crushing the embedded flavor capsule releases a subtle berry accent to create a multi-layered taste profile. To celebrate its launch, JT is simultaneously releasing a limited-edition 22-stick package, EVO Cacao Mint Crystal 22, offering adult consumers extra value at the same price point as the standard 20-stick pack. Following Japan’s heated tobacco tax adjustment on October 1, 2026, the entire EVO lineup will be priced at ¥620 (US$4.15 USD).
Joining the broader Mevius lineup, Mevius Tropical Option introduces the brand’s first tropical flavor stick for Ploom devices. Designed to meet evolving consumer preferences, the flavor couples menthol cooling with the sweet taste of mango. Users can crush the tropical capsule inside the filter for an extra burst of fruitiness. The Mevius Tropical Option will launch at ¥590 (US$3.95 USD) per 20-stick pack, reflecting the post-tax adjustment rate effective October 1. The introduction brings the total number of Mevius variants available for Ploom devices to 13, expanding the total Ploom stick range to 32 options across all brands.
Both additions will be available through convenience stores, tobacco specialty retailers, Ploom Shops, Ploom Stands, and the official CLUB JT Online Shop.
August 2026: Philip Morris Japan Files for Retail Price Revisions Across Heated Tobacco Portfolio Ahead of October Tax Change
Philip Morris Japan (PMJ) has formally submitted an application to Japan’s Ministry of Finance requesting regulatory approval for price increases across its heated tobacco portfolio, covering 54 product variants. Submitted through its official importer and distributor, Sojitz Corporation, the proposed price adjustments are slated to take effect nationwide on October 1, 2026, pending government approval.
Under the filed revision schedule, 29 product variants under the flagship TEREA stick lineup designed for the IQOS ILUMA system will see retail prices rise from the current ¥620 to a new price of ¥640 ($4.05) per pack. In addition, liquid cartridges for the lil HYBRID device platform, sold under the MIIX brand umbrella, are scheduled to increase from their current price of ¥110 to ¥150 ($0.95) per unit.
If approved by the Ministry of Finance, the new pricing will be implemented simultaneously across all official IQOS stores, convenience stores, specialty tobacco shops, and online retail channels throughout Japan on October 1, aligning with the broader regulatory schedule for national tobacco tax adjustments.
August 2026: Philip Morris Japan Expands IQOS ILUMA Lineup with Launch of SENTIA Passion Fruit Capsule
Philip Morris Japan (PMJ) officially expanded its consumable offering for the IQOS ILUMA heated tobacco ecosystem with the national rollout of the SENTIA Passion Fruit Capsule. The new product launched across brick-and-mortar retail channels on August 3, 2026, with online sales scheduled to follow on August 5, 2026. The addition of the Passion Fruit Capsule brings the overall SENTIA product portfolio to 20 distinct variants in Japan, while doubling SENTIA’s capsule-based menthol options alongside the previously released Sentia Purple Capsule.
The SENTIA Passion Fruit Capsule combines a crisp menthol base with a crush-activated filter capsule that releases a tropical passion fruit aroma when pressed. Priced at ¥570 ($3.6) per pack containing 20 heated tobacco sticks, the product is engineered exclusively for the IQOS ILUMA system, which utilizes Smartcore Induction System™ technology. Physical retail distribution spans nationwide across official IQOS Stores, IQOS Shops in major electronics outlets such as Yamada Denki and Bic Camera, IQOS Corners in select Don Quijote stores, convenience stores, and specialized tobacco shops, alongside online availability through the official IQOS Online Store.
As heated tobacco markets in Japan mature, tobacco manufacturers are increasingly turning to consumable flavor innovations and interactive delivery mechanisms – such as crushable filter capsules – to sustain consumer engagement on established device platforms without requiring hardware updates.
July 2026: BAT Japan Expands glo Hilo Flavor Lineup with New virto Bright Peach Click Sticks
British American Tobacco (BAT) Japan expanded its glo Hilo heated tobacco stick lineup on July 27, 2026, with the launch of virto Bright Peach Click. The new offering represents the latest flavor addition designed exclusively for the glo Hilo device ecosystem, bringing the total virto lineup to 10 variants.
The virto Bright Peach Click stick combines a balanced tobacco blend and refreshing menthol with an integrated crushable flavor capsule. When crushed, the capsule releases a concentrated ripe peach flavor, delivering a rich fruity profile and a juicy finish for adult consumers. Priced at ¥580 ($3.8) for a 20-stick pack, virto Bright Peach Click is available nationwide through the official glo online store, flagship retail locations including glo Store Ginza, as well as major convenience stores and tobacco retailers across Japan.
April 2026: Philip Morris Launches TEREA Blossom Pearl for IQOS ILUMA in Japan
Philip Morris Japan will launch TEREA Blossom Pearl, a new heated tobacco stick for the IQOS ILUMA system, on May 11, 2026. The capsule-based menthol variant delivers strawberry notes with a subtle herbal aroma, expanding the TEREA lineup to 27 variants. The product will initially roll out across IQOS stores, IQOS shops and corners, followed by wider distribution at tobacco retailers nationwide, including convenience stores, with online availability from May 13, 2026. TEREA Blossom Pearl is compatible with IQOS ILUMA devices and comes in a 45mm filtered stick format, priced at ¥620 (US$3.9) per pack of 20 sticks.
March 2026: Japan Tobacco to Launch Ploom EVO Sakura Regular Nationwide After User Vote
Japan Tobacco (JT) will roll out a new heated tobacco stick, EVO Sakura Regular, nationwide in April 2026 through convenience stores and tobacco retailers across Japan. The product belongs to the premium EVO stick line designed exclusively for the Ploom heated tobacco platform. Since its launch in July 2025, the EVO series has performed strongly, reaching the second-largest cumulative share of stick sales in Japan’s heated tobacco market in the second half of 2025. At the same time, the latest device, Ploom AURA, has surpassed 4 million units sold, making it the fastest-selling device in JT’s history.
The new flavor was selected through the first user voting campaign in Ploom’s history. Consumers voted among four candidate flavors: Evo Green Mint, Evo Cacao Mint Crystal, Evo Tropical Lime Crystal, and Evo Sakura Regular. More than 10,000 votes were cast in total. Although Sakura Regular finished third in the vote, JT chose it as the first of the candidates to receive a nationwide release, citing strong consumer interest and its seasonal appeal associated with Japan’s spring cherry blossom season. EVO Sakura Regular is described as offering a smooth mouthfeel with a balanced tobacco taste complemented by a subtle floral cherry blossom aroma.
The product has already been available since February 2026 through the CLUB JT online shop and Ploom retail stores, but will reach convenience stores, tobacco shops, and Ploom STAND locations nationwide beginning in April . Following Japan’s heated tobacco tax revision, the sticks will be priced at ¥580 (US$3.6) per pack starting April 1, 2026. Alongside the flavor launch, JT is introducing a limited-edition “Fuchsia Flare” color of the Ploom AURA device, which will begin nationwide release from mid-March. The company is also offering the Ploom AURA starter kit at a promotional price of ¥1,480 (US$9.3) until May 2026 to encourage new users to enter the Ploom ecosystem.
March 2026: Philip Morris Japan Launches First Capsule Variant in SENTIA Line for IQOS ILUMA
Philip Morris Japan has launched SENTIA Purple Capsule, the first capsule-equipped product in its SENTIA tobacco stick series designed exclusively for the IQOS ILUMA lineup. The product went on sale in Japan on March 2, 2026 with the initial rollout covering four IQOS stores nationwide. Nationwide distribution through convenience stores and other tobacco retailers is scheduled to begin in April 2026. The recommended retail price is ¥530 (US$3.4) per pack of 20 sticks. The price is set to increase to ¥570 (US$3.6) from April 1, 2026.
SENTIA Purple Capsule features a menthol stick with a crushable capsule that releases a blueberry-flavored aroma when activated, allowing users to switch from a standard menthol profile to a flavored menthol experience. The “Purple” name references the blueberry flavor. With this addition, the SENTIA range expands to 18 products, comprising five regular variants, one flavored regular, four menthol variants, seven flavored menthol products, and one capsule-based menthol product.
February 2026: Japan Tobacco Flags Potential Impact of Japan Heated Tobacco Tax Hike on Category Growth
A planned tax increase on heated tobacco products in Japan this year is expected to weigh on category growth, according to Japan Tobacco (JT). The company indicated it will implement phased price increases across its portfolio to mitigate potential market disruption. Heated tobacco products in Japan have historically benefited from a lower tax rate than conventional cigarettes. A government proposal aims to eliminate this differential, aligning the tax treatment of heated tobacco with that of combustible products. The change is expected to result in a retail price increase of ¥70 to ¥90 per pack, possibly reaching around ¥100 once consumption tax is included.
The lower relative pricing of heated tobacco products has been a key driver of category expansion. The removal of this tax advantage is likely to moderate short-term growth, although the company views any impact as temporary. To manage the transition, JT raised prices on its heated tobacco products by ¥30 in January 2026 and plans to introduce additional, smaller increases throughout the year rather than implementing a single, significant adjustment.
Ploom remains central to JT’s strategy to expand reduced-risk product revenues. The brand recorded 39% volume growth over the past year, supported by momentum in Japan, where it achieved a 15.7% share of the heated tobacco segment.
January 2026: Japan Tobacco will raise heated tobacco prices
Japan Tobacco is set to raise retail prices for its heated tobacco products following a revision to category taxation that will take effect on April 1, 2026. The increases will apply across all 37 variants of Ploom tobacco sticks and With tobacco capsules.
Within the Ploom portfolio, 12 EVO variants will be priced at ¥580 ($3.80), up from ¥550; 12 Mevius variants will rise to ¥550 ($3.6) from ¥520; and 7 Camel variants will increase to ¥530 ($3.47) from ¥500. In the With range, six Mevius tobacco capsule variants will see their prices rise from ¥600 to ¥620 ($4.06).
January 2026: Japan Tobacco Introduces Four New EVO Tobacco Sticks
Japan Tobacco has announced the launch of four new EVO tobacco stick variants for exclusive use with Ploom heated tobacco devices: EVO Green Mint, EVO Cacao Mint Crystal, EVO Tropical Lime Crystal, and EVO Sakura Regular.
EVO Green Mint delivers a refreshing menthol sensation combined with the sweet aroma of herbal mint, followed by a subtle herbal mint aftertaste. EVO Cacao Mint Crystal blends well-balanced menthol with the sweet and bitter notes of cacao that spread across the palate. When the capsule is crushed, a delicate berry flavor is released, enhancing the overall sweetness of the cocoa-mint profile.
EVO Tropical Lime Crystal combines the flavor of ripe mango with fresh lime capsules, creating a vibrant tropical taste that develops throughout use and leaves a lingering note of refreshing lime. EVO Sakura Regular features a fragrant tobacco blend with a subtle floral aroma, offering a mellow and well-rounded taste experience.
The recommended retail price is ¥550 (US$3.5) per pack of 20 EVO sticks. With the introduction of these four new variants, the EVO tobacco stick lineup for Ploom devices expands to a total of 31 products.
January 2026: Philip Morris will raise heated tobacco prices
Philip Morris International (PMI) will increase prices for its TEREA and SENTIA heated tobacco sticks effective April 1, 2026, in line with the tobacco tax hike. The retail selling price (RSP) of TEREA sticks will rise from ¥580 to ¥620, while SENTIA sticks will increase from ¥530 to ¥570. The Miix series, designed exclusively for lil Hybrid devices, will be priced at ¥560, up from ¥510.
Meanwhile, the RSP of Marlboro cigarettes will also increase, from ¥600 to ¥620. Following the harmonization of taxation between heated tobacco sticks and combustible cigarettes, the price advantage of heated tobacco products will disappear, with TEREA and Marlboro retailing at the same price point in the premium tobacco segment.
January 2026: British American Tobacco introduces virto Bright Cherry Click tobacco sticks
British American Tobacco (BAT) announced the release of virto Bright Cherry Click tobacco sticks for exclusive use with glo HILO heated tobacco devices. Virto Bright Cherry Click offers a rich, well-balanced mixed red berry flavor with lightly roasted tobacco taste – enriched with a capsule that brings out a juicy, fresh flavor. Positioned in the premium segment, virto Bright Cherry Click retails at ¥580 (US$3.66). With the addition of virto Bright Cherry Click, virto line-up extends to 9 variants in total.
January 2026: Philip Morris releases TEREA Stellar Pearl tobacco sticks
Philip Morris International (PMI) announced the release of TEREA Stellar Pearl tobacco sticks for exclusive use with IQOS ILUMA heated tobacco devices. The product will be available at four IQOS flagship stores, IQOS shop-in-shops & retail corners, convenience stores, and other tobacco retailers nationwide as well as on the IQOS online store. TEREA Stellar Pearl retails at ¥580 (US$3.66) and is a menthol capsule product with a refreshing scent of yellow citrus. With the release of TEREA Stellar Pearl, the TEREA product lineup extends a total of 26 variants in Japan.
December 2025: Japan Tobacco launches EVO Honey Lemon Crystal tobacco sticks
Japan Tobacco (JT) launches EVO Honey Lemon Crystal tobacco sticks for exclusive use with Ploom heated tobacco devices. As part of the advance release, EVO Honey Lemon Crystal will be available on the CLUB JT online stores and in Ploom brand stores nationwide from December 16, 2025. The product will be available in convenience stores and tobacco retailers nationwide from January 16, 2026. Recommended Retail Price is ¥550 (US$3.55) for a pack of 20 EVO sticks.
EVO Honey Lemon Crystal is a twin-flavor product that blends crisp citrus with a mellow sweetness. The fresh lemon capsule flavor is enveloped in the melting aroma of honey, creating an harmony of freshness and mellowness. With the launch of EVO Honey Lemon Crystal, tobacco stick line-up for Ploom devices extends to 27 variants.
December 2025: Philip Morris and Japan Tobacco expands heated tobacco line-up
Philip Morris International (PMI) announced the launch of SENTIA Icy Red for exclusive use with IQOS ILUMA devices. SENTIA Icy Red mixes a delicate, fruity scent of red fruits & florals with a cool, refreshing sensation (“strong menthol”). With the release of SENTIA Icy Red, the SENTIA heated tobacco stick lineup expands to 17 products. The Manufacturer’s Suggested Retail Price (MSRP) for SENTIA Icy Red is ¥530 ($3.4).
Meanwhile, Japan Tobacco (JT) announced the launch of two new menthol flavors, EVO Black Menthol and EVO Fresh Mint, for exclusive use with Ploom AURA devices. Additionally, the flavor of the existing EVO Cold Menthol is upgraded. JT currently markets 26 different heated tobacco sticks in Japan: 7 EVO series, 12 Mevius series and 7 Camel series. The Manufacturer’s Suggested Retail Price (MSRP) for EVO line-up is ¥550 ($3.5) and Mevius & Camel line-up is ¥500 ($3.2). Mevius and Camel tobacco sticks are for use with Ploom X Advanced devices – the predecessor of Ploom AURA.
October 2025: British American will increase heated tobacco price as of January 2026
British American Tobacco (BAT) announced that it will raise the Retail Selling Prices (RSPs) of Lucky Strike and Kent heated tobacco sticks, for exclusive use with glo Hyper series, by ¥20 from January 1, 2026 due to the raising manufacturing costs (i.e. not a tax driven increase). The price increase will be taken in 11 Lucky Strike and 5 Kent variants. Lucky Strike and Kent variants will retail at ¥450 and ¥500, respectively. Neo and Virto (for exclusive use with glo Hilo series) variants will continue to retail at ¥500 and ¥580, respectively.
Lucky Strike was first released at a price of ¥450, but was re-priced to ¥400 from October 1, 2023. RSP of Lucky Strike was restored to ¥450 from April 1, 2024. Even following to price increase to ¥450 from January 1, 2026, Lucky Strike will remain to be the lowest priced tobacco stick among the thre major heated tobacco platforms ( IQOS, glo, Ploom).
Kent, initally priced at ¥500, was re-priced down by ¥50 to ¥450 from August 1, 2023 and re-priced up by ¥30 to ¥480 from October 1, 2024. The January 1, 2026 price increase will re-position Kent to the original price level.
These price inreases confirm that BAT feels more comfortable with maintaining and gaining market position in the competitive Japanese heated tobacco market following the introduction of glo Hilo series and virto tobacco sticks – relying on product innovation, rather than solely based on price discounting.
October 2025: Philip Morris launched TEREA Clear Regular heated tobacco sticks
Philip Morris International (PMI) launches TEREA Clear Regular heated tobacco sticks for exclusive use with IQOS ILUMA devices. TEREA Clear Regular features a smooth and well-balanced flavor with a refined draw and clean aftertaste.
PMI states that the regular (tobacco flavored) heated tobacco sticks have a lower penetration rate than the menthol and flavored sticks, but consumers appear to be using them more consistently than menthol and flavored sticks. PMI believes that there is room for growth in the regular segment.
TEREA Clear Regular is sixth brand in the regular variant in the TEREA line-up which already includes TEREA Rich Regular, TEREA Regular, TEREA Smooth Regular, TEREA Balanced Regular, and TEREA Warm Regular. With the addition of TEREA Clear Regular, TEREA line-up now consists of a total of 25 variants in Japan.
September 2025: Philip Morris International will launch TEREA Velvet Pearl
Philip Morris Japan will expand the TEREA heated tobacco product lineup with the launch of TEREA Velvet Pearl for exclusive use with IQOS ILUMA. TEREA Velvet Pearl is a menthol product enriched with “popping, rich berry scent” and features a menthol capsule for extra cooling sensation. Recommended Retail Selling Price for TEREA Velvet Pearl is ¥580 (US$3.9) and, with this launch, TEREA lineup will extend a total of 24 variants.
TEREA Velvet Pearl will be intially available at the four IQOS stores, IQOS shops & corners and IQOS online store and will be subsequently rolled out to the tobacco retailers nationwide, including convenience stores. IQOS stores nationwide will feature TEREA Velvet Pearl displays with the concept of a “sparkling, rich berry scent”.
September 2025: Philip Morris International launches TEREA KIWAMI Limited Edition sticks
Philip Morris International (PMI) launched Japan-exclusive, limited edition “KIWAMI” pack for TEREA tobacco sticks for exclusive use with IQOS ILUMA devices. The KIWAMI edition features a unique “double bellflower” crest design, made up of overlapping circles and lines, and TEREA logo embossed on the packaging. TEREA KIWAMI Limited Edition will be available in 16 variants: 4 classic regular, 1 flavored regular, 3 classic menthol, 2 capsule menthol and 6 flavored menthol. For reference, the TEREA line-up consists of 23 variants in Japan.
TEREA KIWAMI Limited Edition is currently available on the IQOS online brand store and in four IQOS stores and will be introduced in convenience stores and other outlets nationwide at a later stage. Retail Selling Price (RSP) of TEREA KIWAMI Limited Edition is ¥580 ($3.9), the same as the regular TEREA variants.
“IQOS x Kyogen” Collector’s Box, which includes the 16 KIWAMI Edition brands and an IQOS ILUMA i Prime device with a Kyogen-designed wrap cover, will also be sold in four IQOS stores at a RSP ¥19,980 ($135) and on a first-come, first-served basis from September 17. Each box will also have a serial number inside the case and only 103 units will be sold. The number 103 refers to the number of circles in the crest and logo used in the pack design.
July 2025: Philip Morris Japan is set to release TEREA Black Fuchsia Menthol
Philip Morris Japan will release a new heated tobacco stick variant, TEREA Black Fuchsia Menthol, for exclusive use with IQOS ILUMA series on August 4 in Japan. The new TEREA variant combines strong cold menthol taste with a mellow fruit aroma. The recommended retail selling price is ¥580 (US$3.9). With this release, TEREA lineup extends to a total of 23 variants.
July 2025: EVO tobacco sticks became available nationwide alongside Ploom AURA device
Japan Tobacco (JT) released its latest heated tobacco device, Ploom AURA, in two colors (jet black and rose gold) and Ploom-exclusive tobacco sticks, EVO in three flavors (EVO Deep Regular, EVO Cold Menthol and EVO Berry Crystal) at convenience stores and some tobacco retailers nationwide on July 1, 2025. As part of the nationwide release, Ploom AURA starter kit will be sold at a special price of ¥1,480 ($10) until August 17, instead of the manufacturer’s suggested retail price of ¥2,980 ($21).
Ploom AURA is JT’s upgraded heated tobacco device with a focus on authentic tobacco flavor and featuring the new heating technology, SMART HEATFLOW. In addition, HEAT SELECT SYSTEM allows users to select from four heating modes: Standard, Strong, Long and Eco. Ploom AURA comes in a compact, slim design with delicate, organic curves. Since the limited release on May 27, Ploom AURA Starter Kit is sold in four colors – jet black, rose gold, navy blue and lunar silver – at the offical online stores, Ploom Stores, Ploom stands and some select tobacco retailers. JT recorded the highest sales volume in its history for heated tobacco devices during the advance sales period.
May 2025: British American Tobacco upgrades the neo tobacco sticks lineup
British American Tobacco (BAT) revamped the entire neo series by upgrading the packaging colors and changing the flavor names. The packaging colors now match the flavors, making it easier for consumers to recognize the flavor. In particular, the color of the menthol packs change from dark to light as the flavor changes from strong to weak menthol. The names of the menthol lineup are changed to “neo Arctic Menthol”, “neo Iced Menthol” and “neo Chilled Menthol”. The names of the flavor lineup are changed to “neo Tropical Swirl”, “neo Brilliant Berry” and “neo Brilliant Tropical”.
Along with the name and packaging change, BAT further enhanced the richness and fullness of the fruity flavors, improving the aroma and taste, while also enhancing the cooling sensation for an even more refreshing experience. Furthermore, BAT released red fruit flavored, “neo Brilliant Red Fruits” variant which features a capsule with a refreshing, bright, sweet and sour cherry flavor and a fresh, popping cherry and peach flavor. Before crushing the capsule, consumers can feel the medium to high strength menthol (“cool”) and a balanced tobacco flavor. After crushing the capsule, the red fruit flavor spreads. All 12 neo variants retail at ¥500 (US$3.4) for a pack of 20 heated tobacco sticks.
April 2025: Philip Morris International launches a new TEREA Pearl variant in Japan
Philip Morris International’s Japan subsidary, Philip Morris Japan (PMJ) launches TEREA Shine Pearl tobacco sticks for exclusive use with IQOS ILUMA and IQOS ILUMA i devices. The Pearl family is the dual-flavor, crushable capsule range of TEREA which enables users to release a burst of flavors by crushing the capsule. The product will be available at IQOS stores from April 15 and at tobacco shops across Japan, including convenience stores, from April 28. The recomended retail price is ¥580 yen ($4).
PMJ presents TEREA Shine Pearl as a refreshing menthol product with a sparkling, rich and fruity aroma, reminiscent of the aroma of Muscat. The product was named “Shine Pearl” based on the image of a capsule that shines like a jewel in the sun.
