September 2026: Philip Morris Japan Expands IQOS ILUMA i Lineup with New “Bold Ruby” Color
Philip Morris Japan (PMJ) has officially expanded its flagship heat-not-burn tobacco device portfolio by introducing a vibrant new regular color option, “Bold Ruby,” for the IQOS ILUMA i series. The new colorway is available for two models within the lineup: the standard IQOS ILUMA i and the all-in-one IQOS ILUMA i ONE. Unlike limited-edition releases, Bold Ruby has been introduced as a permanent addition to the regular color lineup, though it is not extended to the high-end IQOS ILUMA i PRIME model. In terms of pricing, the IQOS ILUMA i Bold Ruby is set at ¥6,980 (US$47), while the more compact IQOS ILUMA i ONE Bold Ruby is priced at ¥3,980 (US$27).
Initial sales for the new color option kicked off via official online channels and dedicated IQOS physical stores. A broader nationwide rollout across convenience stores and select tobacco retail locations is scheduled to follow.
September 2026: Japan Tobacco Redesigns Ploom CUBE Heated Tobacco Device
Japan Tobacco (JT) announced the redesign of its Ploom CUBE heated tobacco device, introducing updated aesthetic options, fresh matte finishes, and a new lineup of customizable accessories. The revamped device features a tactile matte finish in two core colors, Pebble White and Cobalt Black, while maintaining its signature palm-sized rounded cube shape. This new palette replaces the previous Jet Black, Gold, Navy Blue, and Luna Silver colorways, which are being retired alongside their associated accessories. Under the hood, the Ploom CUBE continues to incorporate JT’s proprietary Smart Heatflow technology to optimize thermal control and taste delivery.
The starter kit is priced at ¥2,980 (US$20). For personalization, JT is offering separate front panels in distinct shades – including Lime Green, Lilac Purple, and Sand Brown – for ¥1,480 (US$10), alongside fabric back covers for ¥1,980 (US$13). Optional standalone AC adapters are priced at ¥980 (US$6.5). The product update reinforces JT’s push to expand its footprint in Japan’s heated tobacco category by offering compact, design-forward alternatives alongside its primary Ploom AURA device line.
| Schedule | Distribution & Event Milestones |
| Sept 8, 2026 | Early release on the CLUB JT Online Shop, Rakuten/Yahoo brand storefronts, and Ploom Shops |
| Sept 8-Dec 2026 | Tokyo pop-up installations (Shimbashi, Ueno, Yurakucho, Harajuku) showcasing the new design |
| Oct 1-12, 2026 | Flagship pop-up event, “The Smoking Lounge Shibuya by Ploom Cube,” hosted at Miyashita Park |
| Oct 13, 2026 | Nationwide expansion to convenience stores and designated tobacco retailers across Japan |
August 2026: BAT Japan Introduces Limited-Edition Emerald Colorways for glo Hilo and Hilo Plus
British American Tobacco (BAT) Japan has unveiled a new seasonal hardware release, introducing the glo Hilo Emerald and glo Hilo Plus Emerald devices in limited quantities starting August 3, 2026. Designed under the concept of providing visual cooling and relief during the summer months, the devices feature a deep green finish inspired by the emerald gemstone.
Both the standard glo Hilo Emerald and the premium glo Hilo Plus Emerald retain the series’ signature hardware performance, including TurboStart heating technology and an integrated EasyView screen that displays real-time updates on battery level and session status.
The new Emerald devices are included in BAT Japan’s summer discount campaign running through August 16, 2026, which offers a ¥2,000 ($13.1) price reduction off the manufacturer’s suggested retail price. Under the promotion, the glo Hilo Emerald is available for ¥1,980 ($13.0), down from its standard price of ¥3,980 ($26.0), while the glo Hilo Plus Emerald is available for ¥4,980 ($32.6), reduced from its standard price of ¥6,980 ($45.70). The limited-edition models are sold through official glo stores, major e-commerce platforms, and convenience stores nationwide.
July 2026: Philip Morris Test-Markets ‘bonds by IQOS’ Heated Tobacco System in Select Japanese Regions
Philip Morris International (PMI)’s Japanese subsidiary, Philip Morris Japan (PMJ), initiated a regional test launch for its heated tobacco system, ‘bonds by IQOS’, alongside its dedicated tobacco sticks, ‘blends’. The initial sales pilot focuses exclusively on three prefectures in southern Japan: Fukuoka, Saga, and Nagasaki. Within these target markets, adult consumers can purchase the device and consumables across a variety of retail and direct channels. Physical retail availability includes select IQOS Shops inside Yamada Denki and Bic Camera outlets across Fukuoka and Nagasaki, alongside IQOS Corners in select Don Quijote stores across Fukuoka and Saga. Products are also distributed through convenience stores and local tobacco specialty shops throughout all three prefectures. Furthermore, PMJ is facilitating direct purchases via sales representative visits and phone orders through a dedicated bonds Customer Center restricted to local residents.
Core Technology and Product Features
Unlike standard IQOS platforms that utilize internal blade or induction heating, bonds by IQOS introduces PMJ’s proprietary “Round Heat Tobacco Technology”.
– External Uniform Heating: The all-in-one device heats the tobacco stick evenly from the outside without burning or combustion.
– Dedicated Consumable Design: The device operates exclusively with blends tobacco sticks, which feature a cellulose acetate front plug tailored specifically for external heating.
– Accessible Price Point: Positioned as an entry-level heated tobacco option, the device is priced at ¥2,980 (US$18) and at ¥1,980 (US$12) with the first-time buyer discount. A 20-stick pack of blends retails for ¥570 (US$3.5).
Constructed with an aluminum body and weighing 88 grams, the bonds by IQOS device is available in Ocean Blue and Cosmic Black. The device provides a session duration of approximately 5 minutes per stick, allows for up to 3 consecutive uses, and can deliver up to 28 sessions on a full 2-hour charge. It operates exclusively with blends tobacco sticks. Each stick measures 45 mm including the filter and is available in four launch varieties: Rich Classics, Balanced Classics, Blueberry (Flavor Menthol), and Icy Fresh (Menthol).
July 2026: BAT Launched New glo Hyper pro+ Heated Tobacco Device in Japan
British American Tobacco (BAT) has officially launched its newest heated tobacco device, glo Hyper pro+. Released on July 13, 2026, and priced at ¥2,980 yen (US$18), the device is currently available through the official glo online store and the flagship glo Store Ginza. Developed around the concept of “Ease of Use Packed In,” the glo Hyper pro+ delivers a faster, simpler, and more intuitive user experience compared to previous models in the glo Hyper lineup.
Key Features and Improvements
– QuickStart™ Technology: The device automatically begins heating upon tobacco stick insertion and is ready to use in just 10 seconds. This cuts waiting time before the first puff roughly in half compared to the standard mode of the glo Hyper pro. Users can easily switch between Standard and Boost modes with a single control button.
– EasyView™ Screen: An integrated display provides clear visibility of essential status updates, including battery charge, heating mode, and session progress.
– Maintenance Notifications: The device alerts users when cleaning is needed via the screen and the companion myglo™ app. Recommended maintenance takes place once a month or every 500 sessions.
– myglo™ App Functionality: Connected via Bluetooth, the app allows users to check usage stats, customize the display, track the device’s approximate last-known location if misplaced, and lock the device.
– Automatic 12-Month Warranty: Starting July 13, BAT Japan is implementing an automatic 12-month warranty program for all purchasers of the glo Hyper pro+ and glo Hilo series. The warranty covers purchases made across all official distribution channels – including convenience stores and tobacco retailers – without requiring mandatory device or member registration.
The glo Hyper pro+ is available in four color options: Moss Green, Graphite, Blue, and Stella Silver. Measuring 105.5 mm × 38.5 mm × 20.5 mm and weighing 99 grams, the compact device offers session durations of 5 minutes in Standard Mode and 3 minutes in Boost Mode. On a full charge, it provides up to 20 sessions in Standard Mode or 23 sessions in Boost Mode. A complete charge takes 90 minutes, though quick charging can boost the battery to 80% capacity in 55 minutes. The device is fully compatible with neo (¥530 per pack), KENT (¥520) and Lucky Strike (¥480) tobacco stick lines.
July 2026: Japan Tobacco Introduces New “Glacier White” Colorway for Flagship Ploom AURA Device
Japan Tobacco Inc. (JT) has introduced a new colorway, Glacier White, for its flagship Ploom AURA heated tobacco device, alongside a line of matching customization accessories. The new starter kit began advance sales on June 30, 2026, through the official CLUB JT Online Shop and select Ploom stores, with a broader nationwide rollout across convenience stores and tobacco retailers following on July 7, 2026.
According to JT, the Glacier White finish draws inspiration from the calm yet powerful presence of grand natural landscapes, translating that aesthetic into a modern white device with an elegant sheen. The Ploom AURA platform incorporates JT’s proprietary Smart Heatflow technology, designed to maintain optimal temperature control and extract maximum flavor satisfaction throughout each session. The device also features the Heat Select System, which allows adult users to select from four distinct heating modes to match their personal taste and intensity preferences.
The Ploom AURA Starter Kit in Glacier White is priced at ¥2,980 ($19.5) and includes the heating device, a USB Type-C charging cable, and a cleaning stick. A compatible AC adapter is sold separately for ¥980 ($6.4). While the Glacier White device will remain a permanent, standard color option through official online and flagship retail channels, its release in physical convenience stores will be available only in limited quantities.
Alongside the device release, JT expanded its custom accessory line for the Ploom AURA series. Options include a patterned Glacier White front panel, a matching Glacier White back cover, and a dedicated car holder, each priced at ¥1,980 ($13.0). Additionally, JT launched a limited-run series of wireless charging covers priced at ¥2,980 ($19.5), available in Jet Black, Rose Gold, and Navy Blue.
March 2025: Japan Tobacco Introduces Limited-Edition Color for Ploom AURA Heated Tobacco Device
Japan Tobacco (JT) has begun the pre-sale of a new limited-edition color for its Ploom AURA heated tobacco device, called “Fuchsia Flare.” The device is available through the CLUB JT online shop and Ploom retail stores at a price of ¥2,980 (US$19), with broader distribution planned from mid-March through convenience stores and selected tobacco retailers across Japan. The vivid fuchsia-pink design is the fifth entry in the Ploom AURA limited-color series and is intended to add a distinctive and expressive visual option to the device lineup.
Ploom AURA uses JT’s proprietary Smart Heatflow heating technology to enhance the natural flavor of tobacco and features the Heat Select System, which allows users to choose from four heating modes. Alongside the new device color, JT is releasing a range of customizable accessories, including five interchangeable front panels – Amber Haze, Bronze Royal, Aqua Green, Purple Dusk, and Fuchsia Flare -and a matching Fuchsia Flare back cover. To support adoption among new users, the company is also introducing a paid “Ploom Free Trial” program that allows eligible first-time buyers to purchase a starter kit at a reduced price of ¥980 (US$6), compared with the standard price of ¥2,980. The promotion will be available through selected online stores from mid-March.
March 2026: BAT Launches McLaren-Inspired glo Hilo Plus Limited Edition in Japan
British American Tobacco (BAT) has unveiled a McLaren Racing–inspired limited edition of its glo Hilo Plus heated tobacco device in Japan. The “glo Hilo Plus McLaren Racing–Inspired Limited Edition Set” will be available from March 3, 2026 at the glo Store Ginza and through the official glo online store.
Positioned as the most premium limited collection in the glo lineup, the set features a specially designed glo Hilo Plus device that reflects the fusion of performance and aesthetics associated with motorsports. The device incorporates papaya accents – a signature color of McLaren Racing – on the interior and sliding section of the charging case. The exterior also displays both the McLaren Racing and glo logos, exclusive to this edition. The charging case includes a rubberized grip for enhanced handling, offering a tactile feel reminiscent of racing equipment. A brushed metal finish, achieved through advanced processing techniques, adds to the device’s engineered, high-performance look.
The limited edition set includes the exclusive device, a dedicated Alcantara sleeve, a specially designed charging dock, and a warranty card certifying its limited status, all presented in custom packaging. The retail price is ¥30,000 (US$190).
January 2026: Philip Morris launches IQOS ILUMA i in Electric Purple color
Philip Morris International (PMI) added Electric Purple as a new standard color to its IQOS ILUMA i lineup. The new device color will initially be available through the online brand store and IQOS stores, before being rolled out to convenience stores and tobacco retailers. Retail selling prices remain unchanged at ¥9,980 (US$65) for the IQOS ILUMA i PRIME, ¥6,980 (US$45) for the IQOS ILUMA i, and ¥3,980 (US$26) for the IQOS ILUMA i ONE. As part of the color refresh, PMI will phase out certain older variants, with “Aspen Green” discontinued for the IQOS ILUMA i PRIME and “Vivid Terracotta” discontinued for the IQOS ILUMA i, as Electric Purple takes over a standard color slot in the portfolio.
January 2026: British American Tobacco Launches glo HILO Rose Quartz Limited Edition
British American Tobacco (BAT) announced the launch of glo HILO/HILO Plus Rose Quartz limited edition device named after Rose Quartz, known as the stone of Venus, the goddess of beauty, and is based on the concept of “something you can love so much that you can immerse yourself in it with your heart.” The limited edition device features a sophisticated color scheme with a transparent pearl pink that evokes the stone’s meaning of “true love” and soft highlights. With the Rose Quartz edition, BAT aims to play to the Valentine’s Day purchases. Glo HILO Rose Quartz and glo HILO Plus Rose Quartz will retail at ¥3,980 ($25) and ¥6,980 ($44), respectively.
January 2026: Japan Tobacco Launches Ploom AURA Purple Dusk Limited Edition
Japan Tobacco (JT) has introduced the fourth limited-edition color variant of its Ploom AURA heated tobacco device, the Ploom AURA Purple Dusk. The new release follows earlier limited-edition versions -Amber Haze, Bronze Royal, and Aqua Green – and expands the lineup with a deep, nighttime-inspired colorway. Featuring an accented patterned front panel, Purple Dusk is designed to evoke a sense of mystery and sophistication.
The Ploom AURA Purple Dusk will initially be available in limited quantities through the CLUB JT online store and at Ploom Stores nationwide, before rolling out to convenience stores and select tobacco retailers across Japan. The device will retail at ¥2,980 (approximately US$19).
December 2025: Japan Tobacco sponsors the New Year’s Eve music festivals
Japan Tobacco sponsors the New Year’s Eve music festivals “Countdown Japan 25/26” and “FM802 Rock Festival Radio Crazy 2025”. A “Ploom Lounge” – an experiential space, based on the AURA Stardust theme, that creates an immersive experience, as if traveling through outer space – will be set up at the venues, and a limited number of limited edition Ploom AURA front panels will be available for replacement. In addition, a lottery campaign will be held among the “Ploom Club” members for the limited edition Ploom AURA front panels.
December 2025: Japan Tobacco launches Ploom AURA x Wasted Youth limited edition
Japan Tobacco launches Ploom AURA x Wasted Youth limited edition in collaboration with graphic designer VERDY. Ploom AURA x Wasted Youth limited edition comes in a special box designed by VERDY and contains Ploom AURA starter kit and Ploom AURA accessories designed by Wasted Youth (one back cover, three front panels). The accessories feature the Wasted Youth logo and iconic ribbon motif in the brand’s key colors, navy and white.
A Ploom AURA x Wasted Youth Pop-up Store will be set up in Harajuku, Tokyo on December 13, 2025. The venue will be a space where visitors can experience the collaboration, featuring the Ploom AURA x Wasted Youth collaboration movie, decorations dotted with Wasted Youth designs, and the world of VERDY’s graphic art. Subsequently, the special box will also be available in limited quantities at the CLUB JT online store and three different front panel designs will be distributed exclusively through a lottery campaign.
December 2025: Japan Tobacco launches year-end promotion for Ploom AURA
Japan Tobacco (JT) will offer Ploom AURA heated tobacco devices in standard colors at a special price of ¥1,480 (US$9.5), instead of the regular price of ¥2,980 (US$19.2), from December 8, 2025 to January 18, 2026. Ploom AURA is sold on the CLUB JT online store and in Ploom Stores, convenience stores, tobacco retailers, and other locations nationwide. The standard color line-up includes four colors: Jet Black, Rose Gold, Navy Blue, and Lunar Silver. The limited color series, available in limited quantities, are not covered by the campaign.
November 2025: Japan Tobacco launches Ploom AURA Bronze Royal and Ploom AURA Aqua Green limited edition devices
Japan Tobacco announced the launch of Ploom AURA heated tobacco devices in Bronze Royal and Aqua Green limited edition color. The devices will be initally released in limited quantities on the CLUB JT online store and at the Ploom stores nationwide. They will be subsequently rolled out to select convenience stores and tobacco retailers.
The second release in the 2025 Limited Color series, Ploom AURA Bronze Royal features a timeless, sparkling bronze color and a patterned front panel with sophisticated accents and a glossy finish. Ploom AURA Bronze Royal Starter Kit retails at ¥2,980 (US$19).
The thirs release in the 2025 Limited Color series, Ploom AURA Aqua Green draws inspiration from evergreen forests. The color concept conveys a moment of pause by taking a deep breath and recharging vitality amid a busy daily routine. Ploom AURA Aqua Green Starter Kit retails at ¥2,980 (US$19).
October 2025: Philip Morris launches re-designed IQOS ILUMA i ONE device
Philip Morris International (PMI) announced the release of re-deisgned IQOS ILUMA i ONE device at IQOS stores nationwide and on the official IQOS online store. The re-designed IQOS ILUMA i all-in-one heated tobacco device is slimmer with a new button configuration and a more refined aluminum cover, replacing the plastic part at the bottom of the previous model. Although the core functionalities and features remain the same, accessories of the previous model are not compatible with the new model due to the dimesion change. As before, the new device comes in 4 colors: Digital Violet, Breeze Blue, Midnight Black, and Leaf Green. The Manufacturer’s Suggested Retail Price for IQOS ILUMA i ONE is ¥3,980 (US$26).
October 2025: Philip Morris launches IQOS ILUMA i Galaxy Blue Limited Editon device
Philip Morris International (PMI) announced the release of IQOS ILUMA i Galaxy Blue Limited Edition heated tobacco device. IQOS ILUMA i Galaxy Blue Model is based on the concept of “imagining endless journeys,” and features a design inspired by the mystery and infinite possibilities of space. The blue charger represents the deep night sky of outer space while the side panel expresses the gradation of the beautiful colors of countless stars. Available in a specially designed package, the Manufacturer’s Suggested Retail Price for the limited edition device is ¥6,980 (US$46).
October 2025: Japan Tobacco launches Ploom CUBE and expands the distribution of Ploom AURA Navy Blue heated tobacco devices in Japan
Japan Tobacco (JT) launched Ploom CUBE heated tobacco device on the CLUB JT online shop and at Ploom Stores nationwide. Similar to the Ploom AURA devices, Ploom CUBE is equipped with SMART HEATFLOW – JT’s latest heating technology with a focus on flavor. Based on the origin design concept of the Ploom family, Ploom CUBE comes in a palm-sized rounded cube design. The smooth, curved, compact form is designed to be easy to hold in hand.
SMART HEATFLOW technology offers a precisely designed heating temperature control, improving the consistency of the flavor by suppressing the unpleasant flavors and burnt smell. It maintains the optimal temperature for a longer period of time to bring out the aroma of the tobacco leaves. The heating cup is processed with micron-level precision (“precision deep drawing”) to maximize heating efficiency. The oval cup structure increases the contact area with the tobacco stick, bringing out more flavor.
In addditon, HEAT SELECT SYSTEM offers four heating modes (Standard, Strong, Long, Eco) to meet the diverse consumer preferences regarding the taste and draw of heated tobacco products.
Manufacturer’s Suggested Retail Price for Ploom CUBE is ¥1,980 (US$13). Ploom CUBE accesories (front panel, back cover, carry case) retail between ¥980 (US$6.4) and ¥2,480 (US$16.2).
JT also expanded the distribution of Ploom AURA heated tobacco device in Navy Blue color. Ploom AURA Navy Blue was initally available in a limited number of retail points and, in response to the consumer demand, JT added the device to its standard color line-up. As part of the nationwide expansion, Ploom AURA Navy Blue will retail at ¥1,480 (US$9.7), instead of the regular price of ¥2,980 (US$19.5), for a period of 4 weeks. In addition, JT will also launch the Patterned front-panel accessory series, featuring refined accents and a high-gloss finish, on the CLUB JT online shop and at Ploom Stores nationwide.
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.
September 2025: Japan Tobacco launches Ploom AURA Amber Haze edition
Japan Tobacco (JT) launched Ploom AURA Haze, a limited-edition color variation, on the CLUB JT online store and in Ploom Stores nationwide. JT first released Ploom AURA, a heated tobacco device that evolved with a focus on flavor, on May 27 and expanded nationwide in July. JT stated that Ploom AURA surpassed 2 million units in cumulative sales as of August – the fastest device in the company’s history to achieve this amount of unit sales.
JT commits to offer a wide variety of color variations for devices and accessories to suit their style and mood of the day. “Amber Haze,” the first in the 2025 Limited Color Series, features a vibrant yellow that radiates an otherworldly glow. JT believes that vibrant yellow color enhances the style of customers who pick up their devices, vividly expressing their strong individuality and amplifying their own world.
September 2025: British American Tobacco launches glo HILO nationwide in Japan
British American Tobacco (BAT) announced that its two new heated tobacco devices, glo HILO and glo HILO Plus, are officially launched nationwide in Japan. As part of the launch, BAT runs a 14-day free trial campaign for glo HILO devices. The Recommended Retail Selling Price is ¥3,980 Japanese yen (US$27) for glo HILO and ¥6,980 (US$47) for glo HILO Plus. Virto tobacco sticks, for exclusive use with glo HILO devices, retail at ¥580 ($3.9).
BAT claims that glo HILO is the company’s most groundbreaking high-end innovative product to date. Glo HILO devices feature dual infrared & quartz heating system and heat the tobacco stick to ~370°C within 5 seconds thanks to the TurboStart technology. In the Standard and Boost Modes, glo HILO can be used for 5 minutes 10 seconds and 4 minutes 10 seconds, respectively. Moreover, glo HILO devices can be connected to the myglo application via Bluetooth to view usage statistics and lock / find the device.
glo HILO was first test-marketed in Serbia in 2024 and piloted in Japan in Miyagi Prefecture from June 9, 2025 (- for further details, see below).
July 2025: British American Tobacco launches glo HYPER pro Hanabi Edition
British American Tobacco (BAT) kicked off the sixth and final cycle of its “Live Life in Color” brand campaign with the launch of glo HYPER pro Hanabi Edition. The limited edition (LE) device is designed by graphic designer Motoko Marui, who is known for her vivid and bold use of colors, and will be available on the official glo online store and Amazon in limited quantities. The retail selling price of of glo HYPER pro Hanabi Edition is ¥4,980 (US$34).
Moreover, BAT will install glo Hanabi Lounge, which accommodates food stall-style smoking booths, at the venue of Fuji Rock Festival, one of Japan’s largest outdoor music festivals to be held at Naeba Ski Resort in Yuzawa Town, Niigata Prefecture from July 25 to July 27, 2025.
July 2025: Ploom AURA device and EVO tobacco sticks became available nationwide
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.
EVO is JT’s first premium heated tobacco stick brand, made from tobacco leaves selected after more than 100,000 tastings, and retailed at ¥550 ($3.8) a pack.
June 2025: BAT will launch glo HILO nationwide in Japan in September 2025
BAT Japan, the Japanese subsidiary of British American Tobacco (BAT), will launch glo HILO nationwide in Japan on September 1, 2025. BAT’s latest & greatest heated tobacco device, glo HILO, was first released in Miyagi Prefecture on June 9, 2025. See below for further details.
Glo HILO uses induction heating to heat virto tobacco sticks up to 370°C (- as opposed to IQOS heating TEREA/SENTIA sticks up to 350°C and operating at around 330°C in the steady-state) and offers an improved pre-heating time of 5 seconds. The manufacturer’s suggested retail price (MSRP) is ¥3,980 ($27.5).
Japan is the largest heated tobacco market in the world and Philip Morris International (PMI)’s IQOS leads the market with a stable 70% share. BAT is a distant #2 with around 16% share – after losing 4pp share to Japan Tobacco’s Ploom platform over the past two years. BAT hopes to reverse the market share losses with the glo HILO launch – presumably by capturing share from PMI in the “premium” segment.
June 2025: BAT is set to launch glo HILO in Japan
British American Tobacco (BAT) Japan will launch glo HILO, its latest heated tobacco device, and virto tobacco sticks in Miyagi Prefecture in Japan on June 9, 2025. glo HILO and virto sticks will be available in major convenience stores in Sendai City and on the official glo website. Starting June 14, 2025, glo Hilo and virto will also be sold at the pop-up stores in Sendai.
Miyagi Prefecture was the first launch area for glo heated tobacco platform back in 2016. BAT stated that returning glo to its birthplace in Japan with a model that will bring an unprecedented new experience to Japanese consumers holds great significance. glo HILO is BAT’s first two-piece (a charger and a holder) heated tobacco device similar to the core IQOS model. BAT has been test marketing glo HILO in Serbia since November 2024. Most recently, BAT claimed that glo HILO increased the consumer acquisition from cigarettes and competitive brands (i.e. IQOS) by +50% since its launch in Serbia.
May 2025: Geek Miracle launches the upgraded Fasoul C2 heated tobacco device in Japan
Geek Miracle (HK) Limited launches the upgraded Fasoul C2 heated tobacco device in Japan on May 30, 2025. This new model features “3D hot air heating technology,” enabling smokers to use tobacco sticks twice. Compared to its predecessor, the Fasoul C1, the C2 boasts a reduced preheating time of 18 seconds and a 15% increase in battery life, supporting up to 20 uses on a full charge. The device is compatible with IQOS ILUMA-exclusive tobacco sticks, TEREA and SENTIA, and includes a side display screen showing operational status and battery life. Priced at ¥4,730 (US$33), the Fasoul C2 hopes to be competitive option in the key Japanese heated tobacco market and attract a broader consumer base through compatibility with popular IQOS ILUMA tobacco sticks.
May 2025: Japan Tobacco launches its next generation heated tobacco device, Ploom AURA, in Japan
Japan Tobacco (JT) launched Ploom AURA, its next generation heated tobacco device, on May 27, 2025, in Japan, primarily in Ploom stores and CLUB JT online shop. In parallel, JT started the roll-out of EVO heated tobacco sticks for exclusive use with Ploom AURA. A nationwide launch of Ploom AURA and EVO will start on July 1, 2025 in convenience stores and tobacco retail shops. Ploom AURA device and EVO tobacco sticks retail at ¥2,980 ($21) and ¥550 ($3.8), respectively, on the offical online Ploom store. EVO sticks are available in three flavors: Regular, Cool Menthol, and Berry Crystal. For further details: Heated Tobacco: Products.
May 2025: British American Tobacco launches the Limited Edition glo Hyper Pro Aurora device
British American Tobacco (BAT) Japan initiates the fourth cycle of the “Live Life in Color” campaign with the launch of Limited Edition glo Hyper Pro Aurora heated tobacco device. The device will be available for sale only on the official VELO online store, https://www.shopglovelo.jp, from May 26, 2025 at price of ¥4,980 (US$33.6). “Live Life in Color” is glo’s brand campaign with the theme “Turn vibrant days into joy” and is insoired by the desire to fill everyday moments, seasonal changes and various scenes in life with “color” and to turn them into special, memorable moments. BAT aims to revive the glo franchise in Japan, the world’s largest and most competitive heated tobacco market, as its category share dips from 20.1% in 2022 to 17.8% in 2024.
The glo Hyper Pro Aurora is designed with the theme of “the joy of changing seasons brightens up our days” and is based on the vibrant aurora colors. The device will be released at the end of May, during a season when flourishing flowers and plants stimulate people’s senses and give new inspirations. In line with the idea of ”giving our hands the shine and luster of the aurora,” the device is designed to prompt the hope that the rich hues of the aurora will bring positive surprises to the daily life and stimulate senses. The fusion of vibrant colors that change color and shine depending on the viewing angle expresses infinite possibilities and brings creativity to every moment.
In addition, BAT also 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”.
April 2025: BAT will discontinue the sales of VUSE zero-nicotine disposable vapes in Japan
British American Tobacco (BAT) Japan announced that it will end the sales of zero-nicotine VUSE vapes in the Japanese market. BAT launched the VUSE GO 700, a single-use (disposable), flavored, zero-nicotine vape in Japan in 2023. Sales of all VUSE vape products will be discontinued from the end of April 2025, once the existing stocks are depleted. The products that are discontinued include: VUSE Zero Nic Sensation Yuzu Mint, VUSE Zero Nic Sensation Cactus Cherry, VUSE Zero Nic Sensation Dragonfruit Pomegranate and VUSE Zero Nic Sensation Ice Mint.
BAT also launched a nicotine-free, fruit-flavored disposable vape under the brand name SENSA (short for “Sensation”) in July 2024 in the U.S. Read more: Sensa Vape: USA and Sensa Vape: USA – Commercial Update. The withdrawal of VUSE zero-nicotine diposable vapes from the Japanese market puts the future of SENSA vapes in the U.S. under question.
March 2025: Philip Morris Japan will launch lil HYBRID 3.0
Philip Morris Japan announced the sequential launch of lil HYBRID 3.0 devices manufactured by KT&G from mid-April 2025. Devices branded as “il HYBRID 3.0 introduced by IQOS” will be first available at the official IQOS stores and IQOS branded retail points, then at the convenience stores nationwide.
KT&G first launched the lil HYBRID 3.0 in South Korea in July 2023. KT&G’s Next Generation Products are commercialized by Philip Morris International outside South Korea. lil HYBRID platform combines tobacco heating and vaping (vaporization of a flavored liquid solution) technologies. It operates with both tobacco sticks and e-liquid (flavor) pods at the same time.
March 2025: IQOS and glo launch limited-edition devices
Philip Morris Japan launched limited-edition IQOS ILUMA i Mineral model in Japan. The product will be initially available in IQOS boutiques and online IQOS store and will be made available in general retail from mid-April. IQOS ILUMA i Mineral will retail at ¥9,980 (US$66) for the Prime version, ¥6,980 (US$46) for the core version and ¥3,980 (US$26) for ONE version – at a parity to the other ILUMA i models. IQOS ILUMA i Mineral model is presented with the “brilliance of silence in your hands” tagline.
Meanwhile, British American Tobacco (BAT) Japan rolled out the third round of “Live Life in Color” campaign with the launch of Glo Hyper Pro Sakura Edition. The product will be initally available on the official online glo store and Amazon and will be made available in major convenience stores at the end of March. The limited “Sakura Edition” is inspired by “the joy of seeing the colors of cherry blossoms in the spring”. It is a one-tone design based on cherry color.
