December 2025: Philip Morris opens IQOS Flagship Boutique in Makati, Manila
PMFTC, the Philippine affiliate of Philip Morris International (PMI), opened its latest IQOS Boutique in Glorietta shopping mall complex in Makati, Manila. Launched as a premium, multi-sensory flagship space, the boutique aims to create a modern/stylish, immersive environment that blends innovation with lifestyle and elevates the IQOS retail experience. The retail space is designed to ignite curiosity through scent, taste, personalization, and art while showcasing IQOS innovation.
IQOS flagship boutique in Glorietta presents a multi-sensory journey: visitors are invited to explore the IQOS Scent Experience, alongside special grand opening features like a Mocktail Pairing Bar and an Engraving Station for personalized devices – available for a limited time only. Moreover, an exclusive art wall gives a sneak preview of the upcoming IQOS x ISABEL collaboration.
July 2025: Philip Morris launches IQOS Curious X campaign
PMFTC, the Philippine subsidiary of Philip Morris International (PMI), launched IQOS Curious X campaign in various cities in the Philippines. Curious X is a spin-off of PMI’s global IQOS campaign, Foreover Curious – which is based on the “curiosity paves the way for creativity and inspires progress by challenging the status quo” motto. It positions IQOS as a quest to challenge the status quo, that is to say smoking cigarettes.
According to PMI, “Forever Curious” is a bold reimagination that signals a transformative new chapter for the IQOS brand – which is rooted in the notion of discovery and an unparalleled journey of innovation to bring smoke-free experiences to smokers. “Forever Curious” celebrates curiosity as the driving force behind progress and innovation, empowering smokers to explore new perspectives. The campaign aims to bring to life a vibrant new brand universe full of character, energy, and attitude mixed with innovative product design, sensorial richness, and an inviting tone of voice.
As part of the campaign, PMFTC will host a series of private “Curious X” events in the major cities during the Summer, featuring art installations and music performances.
June 2025: Philip Morris targets double-digit growth in heated tobacco in the Philippines
PMFTC, the Philippine subsidiary of Philip Morris International (PMI), targets double-digit growth for IQOS, heated tobacco product, in 2025. The Philippines, one of the 96 markets where IQOS is present, has roughly 150,000 IQOS users following a steady, but slow growth since its launch five years ago. IQOS was officially launched in the Philippines in 2020, but its market entry coincided with the onset of the COVID-19 pandemic, which caused widespread uncertainty and operational challenges. The product’s growth also stalled partly due to a lack of awareness; much of the current market share was earned through word of mouth, with existing users recommending IQOS to fellow smokers.
Following the initial launch, PMI introduced BONDS by IQOS (a compact and affordable heated tobacco device; resistive external heating with no blade) and BLENDS (tobacco sticks) in November 2022 and IQOS ILUMA in October 2023 in the Philippines.
Philippines is one of the largest tobacco markets in the Asia-Pacific with 15 million smokers. In 2024, PMI inaugurated its ₱8.8 billion (US$155 million) manufacturing facility in Tanauan City, Batangas, designed to boost the production of smoke-free products.
