September 2026: KT&G Launches Special-Edition ‘lil HYBRID 3.0 Misty Rose II’ Heated Tobacco Device
KT&G announced the release of the “lil HYBRID 3.0 Misty Rose Edition II,” a limited-edition heated tobacco device featuring two new pink-toned colorways. The new line is priced at ₩88,000 ($66 USD) and comes in two variants: “Bloom Rose” and “Viva Rose.” It serves as a follow-up to the original Misty Rose Edition launched in November 2025.
KT&G is initially distributing the devices through its official online store and flagship retail location, lil MINIMALIUM. Expansion for the Bloom Rose edition will follow on October 7, when it becomes available across 1,500 dedicated lil Stations nationwide. The lil HYBRID 3.0 utilizes a hybrid heating mechanism that combines a specialized liquid cartridge with a proprietary tobacco stick.
June 2026: KT&G Expands lil AIBLE 3.0 Heated Tobacco Device Nationwide in South Korea
KT&G has expanded sales of its latest heated tobacco device, lil AIBLE 3.0, across South Korea after initially launching the product in selected regions earlier this year. The nationwide rollout follows a pilot introduction in Seoul, Sejong, and other major metropolitan areas, where the company assessed consumer response to the new device. KT&G said the expanded launch reflects positive market feedback and growing demand for next-generation heated tobacco products.
The lil AIBLE 3.0 incorporates several upgrades compared with previous models, including improved heating performance, enhanced usability features, and a more compact design. The device is compatible with KT&G’s heated tobacco consumables and is intended to provide a more consistent user experience.
KT&G has been strengthening its smoke-free portfolio as competition intensifies in South Korea’s heated tobacco market. The nationwide launch seems to be part of KT&G’s broader strategy to defend its domestic market leadership against international rivals while encouraging existing adult smokers to transition to newer product categories. The lil brand remains a key component of KT&G’s reduced-risk product business, which the company continues to expand both domestically and through international partnerships.
March 2026: Japan Tobacco Launches Ploom AURA in South Korea to Expand Market Presence
Japan Tobacco (JT) has launched its next-generation heated tobacco device, Ploom AURA, in South Korea, marking a major step in the company’s effort to expand its presence in one of the world’s largest heated tobacco markets. The launch is part of JT’s broader strategy to strengthen its reduced-risk product portfolio and compete more aggressively with market leaders in the country.
South Korea is one of the most developed heated tobacco markets globally, where heated tobacco products account for a significant share of total tobacco consumption. However, the market is heavily dominated by Philip Morris International (PMI) and KT&G, leaving JTI with a relatively small share. The introduction of Ploom AURA is therefore an important strategic move aimed at increasing JTI’s competitiveness and rebuilding market momentum in the heated tobacco segment.
Ploom AURA is JTI’s latest heated tobacco device and represents the newest generation of the company’s Ploom platform. The device uses advanced heating technology designed to improve flavor delivery and allow users to select different heating modes depending on their preferences. In South Korea, the Ploom AURA device will retail at a regular consumer price of ₩59,000 (US$39), positioning it competitively within the heated tobacco device category. The device will be used together with EVO heated tobacco sticks, which are sold separately and are exclusive to the Ploom platform.
The launch of Ploom AURA follows earlier steps by JT Korea to reorganize and strengthen its heated tobacco portfolio in the country, including the rebranding of its heated tobacco sticks from Mevius for Ploom to the new EVO brand earlier in 2026. This rebranding and new device launch indicate a broader relaunch strategy for the Ploom platform in South Korea, suggesting that JT is investing heavily in rebuilding its position in the heated tobacco category. Strategically, the South Korean launch is part of JTI’s global rollout of Ploom AURA following its initial launch in Japan. The company has positioned Ploom AURA as its flagship heated tobacco device and plans to expand the platform internationally as part of its reduced-risk product strategy. South Korea represents a key test market outside Japan due to its large heated tobacco consumer base and highly competitive environment.
Overall, the launch of Ploom AURA in South Korea represents an important step in JT’s heated tobacco strategy. With a competitive price and the introduction of the EVO stick portfolio, JT is attempting to reposition the Ploom platform and increase its presence in a market currently dominated by competitors. The success of Ploom AURA in South Korea will likely be an important indicator of JT’s ability to expand its heated tobacco business outside Japan.
March 2026: Philip Morris Launches IQOS Illuma i Electric Purple
Philip Morris International (PMI) announced the launch of a new color edition of its IQOS heat-not-burn device: IQOS Illuma i Electric Purple. The IQOS Illuma i series already offers a variety of colors, including Breeze Blue, Digital Violet, and Leaf Green. “Electric Purple” introduces a deep purple and blue hue to the latest IQOS Illuma i series, available across all three lineups: Prime, Regular, and One. The bold color accent adds a distinctive and stylish touch to the IQOS Illuma i design.
IQOS ILUMA i Electric Purple is sold online at IQOS.com and at nine directly operated IQOS stores nationwide. The retail selling price is ₩129,000 (US$87) for IQOS Prime, ₩89,000 (US$60) for IQOS Regular, and ₩59,000 (US$40) for IQOS One.
March 2026: KT&G Unveils Fashion-Inspired Limited Edition Lil Hybrid 3.0
KT&G has introduced Lil Hybrid 3.0 No Manual Edition in South Korea, developed in collaboration with a fashion brand under the concept of “an encounter not found in the manual.” The release marks the first time a limited-edition hybrid device has been created in partnership with a fashion label. The limited edition is available in two color options: “Urban White,” highlighting a marble-textured finish, and “Stone Gray,” designed to emphasize a metallic aesthetic. The package includes a dedicated pouch and key ring reflecting the collaboration’s design concept. The pouch features a compartment specifically designed to store the lil Hybrid liquid cartridge.
A total of 12,000 units will be released. The product is available through the official online store, www.its-lil.com, as well as the lil boutiques. The Lil Hybrid 3.0 is a hybrid e-cigarette/heated tobacco device that uses dedicated liquid cartridges and tobacco sticks. It offers three use modes – Standard Mode, Classic Mode, and Casual Mode – allowing users to select their preferred experience.
February 2026: KT&G Unveils lil Able 3.0 with Faster Charging and Enhanced Design in South Korea
KT&G launched the new lil Able 3.0 heated tobacco device in South Korea, introducing significant improvements in charging speed, preheating time, and overall design. The lil Able 3.0 reduces the time required for a full charge to approximately one hour – about half that of the previous model. Preheating time has also been shortened by around 10 seconds, reducing user’s waiting time and enhancing the overall convenience. The device retains the signature features of the lil Able series, including a “pause during use” function, the ability to switch usage modes according to user preference, and support for three consecutive uses without recharging.
Moreover, for the first time in the lil Able lineup, KT&G has applied a metal material to the device body. Rounded edges contribute to both a more refined aesthetic and improved grip stability. The device is also equipped with an AMOLED display, which enhances visibility and provides intuitive information such as the remaining number of puffs and selected usage modes. The lil Able 3.0 will be available in four color options: Oude Gray, Platinum Silver, Eunoia Blue, and Sunset Pink. The device will initially be launched at dedicated lil brand stores and store-in-stores, with a retail price of ₩68,000 (c.US$47). Beginning in April 2026, KT&G plans to expand distribution to convenience stores and online malls in Seoul, followed by nationwide availability in convenience stores from May 2026.
December 2025: Philip Morris and Postal Service Launch Nationwide Device Re-collection
The Ministry of Science and ICT Postal Service announced the signature of a “mail-based electronic device collection agreement” with the Ministry of Climate, Energy and Environment, the Environmental Foundation, and Philip Morris International (PMI). Starting from January 2026, consumers will be able to place used IQOS heated tobacco devices in dedicated collection envelopes and submit them at nearby postal service counters or deposit them in mailboxes installed across the country. The dedicated collection envelopes will be available at postal service offices. Collected devices will be transported through the postal delivery network to recycling facilities for processing.
Heated tobaccco devices and e-cigarettes are often discarded as general waste due to the lack of clear disposal standards. The Postal Service stated that the new re-collection system will reduce environmental pollution while increasing the recycling rate of rare metals and other materials to contribute to a circular economy.
November 2025: KT&G Launches lil Hybrid 3.0 Misty Rosé Limited Edition
KT&G launched lil Hybrid 3.0 Misty Rosé Limited Edition which emphasizes the year-end holiday season with a minimalist design in muted rose color and a packaging that expresses a gentle rose-toned gradient. The limited edition device will be sold at lil brand stores and lil corners in convenience stores nationwide as well as on lil online store and Naver. Limited to 20,000 units, lil Hybrid 3.0 Misty Rosé will retail at ₩78,000 (US$53) in direct channels and ₩88,000 (US$60) in convenience stores. lil Hybrid series use both a liquid cartridge and a stick to offer three modes of operation: Standard, Classic, and Casual.
November 2025: IQOS ILUMA i × SELETTI Limited Edition is Sold Out
Philip Morris International (PMI) announced that IQOS ILUMA i × SELETTI Limited Edition device, presented in collaboration with the Italian design brand, Seletti, is sold out in one week after its release.This Seletti Edition was available for pre-order starting October 28 for IQOS Club Platinum and Gold members, and was officially released on October 30 on IQOS.com and at directly operated IQOS stores nationwide. IQOS ILUMA i Prime × SELETTI Limited Edition version was sold out on the day of the release.
The Seletti Edition features black and gold hues and signature Seletti patterns and follows the earlier IQOS limited edition releases: the MINERA edition, the NEON edition, and the Steve Aoki edition.
October 2025: Philip Morris Launches IQOS ILUMA i × SELETTI Limited Edition
Philip Morris International (PMI) announced the launch of IQOS ILUMA i × SELETTI Limited Edition, in collaboration with Italy’s iconic design brand SELETTI. Developed based on the brand philosophy of “curiosity is the driving force behind innovation”, the SELETTI Edition features a sensual design combining velvety deep black with metallic gold, elevated into an artistic object with the addition of SELETTI’s signature zigzag pattern.
The SELETTI Edition, offered in two IQOS ILUMA i models (IQOS ILUMA i Prime x SELETTI Edition and IQOS ILUMA i x SELETTI Edition), will be initially available for pre-sale exclusively to IQOS Club Platinum and Gold members through the official IQOS online store. Subsequently, it will be listed for sale at nine directly-operated IQOS stores nationwide and on the IQOS online store.
October 2025: Philip Morris Extends IQOS Illuma i Warranty Period to 18 Months
Philip Morris International (PMI) extended the warranty period for IQOS Illuma i heated tobacco devices from 12 months to 18 months. Purchasers, who register their device after signing up for membership on the official IQOS website, will receive the extended warranty entitlement without any additional steps. Purchasers experiencing quality issues can replace their devices free of charge within the warranty period. The previous warranty policy was 6 months standard warranty extended to 12 months upon device registration.
September 2025: KT&G Launches Lil Hybrid 3.0 X GS25 Limited Edition Device
In collabration with the convenience store chain GS25, KT&G launches a limited edition (LE) of Lil Hybrid 3.0 device. Lil Hybrid 3.0 X GS25 features a toned-down color scheme based on GS25’s representative color, blue, tailored to the preferences of GS25’s core customer base, the 2030 generation (- those born from the mid-1980s to the mid-1990s). A total of 48,000 limited-edition devices will retail price at a price of ₩88,000 (US$63). With a ₩10,000 discount coupon commemorating the limited edition release at GS25, consumers can purchase the LE device for ₩78,000 (US$56).
September 2025: KT&G Launches Lil Able 2.0 Plus Device
KT&G launched Lil Able 2.0 Plus heated tobacco device which increases the number of consecutive uses increased from 2 to 3. Lil Able 2.0 Plus offers a rich vapor volume with enhanced durability and usage efficiency. It is equipped with a rapid charging function that is ~10 minutes shorter than the previous version with half battery charged in just 30 minutes. A remaining charging time display function has also been introduced, further enhancing user convenience. The new device will be released in a total of four colors: Metallic Silver, Metallic Blue, Sand Beige and Sand Purple. The recommended Retail Selling Price (RSP) is ₩68,000 (US$48.5). When the ₩30,000 discount coupon – offered to commemorate the sales of 500,000 Lil Able devices – is applied, consumers can purchase Lil Able 2.0 Plus for ₩38,000 (US$27).
KT&G will also introduce Real RIMO sticks, with a cooling sensation, for exclusive use with Lil Able devices. Real RIMO will retail at ₩4,800 (US$3.4) per pack. With the addition of Real RIMO, Lil Able tobacco stick line-up is expanded to 15 variants in total.
September 2025: Philip Morris International Launches IQOS ILUMA i in Leaf Green
Philip Morris International (PMI) launched IQOS ILUMA i and IQOS ILUMA in One heated tobacco devices in Leaf Green color. PMI states that Leaf Green is a color that captures the vitality of nature in autumn, expressing green energy that cannot be hidden even in the changing seasons. With the green color on the rise across fashion and lifestyle circles, IQOS hopes to strengthen its design competitiveness and satisfy the sensory tastes of consumers. Leaf Green adds the existing color lineup of IQOS ILUMA i, which includes Breeze Blue and Digital Violet. Recommended retail price is ₩89,000 (US$64) for IQOS ILUMA i Leaf Green and ₩59,000 (US$44.4) for IQOS ILUMA i One Leaf Green.
July 2025: KT&G Launches lil Hybrid 3.0 Hotel Dawson Edition
KT&G launched lil Hybrid 3.0 Hotel Dawson Edition through a collaboration with beauty lifestyle brand Hotel Dawson. The Limited Edition product, characterized by a luxurious feel and sensual antique patterns, is available in two versions: Room Number 792 in teal green and The Secret Session in ivory. Depending on the product purchased, a room spray with the signature scent of Hotel Dawson will also be gifted: Room Number 792 comes with a green citrus scent and The Secret Session comes with a light floral scent.
lil Hybrid 3.0 Hotel Dawson Edition will be sold at the lil flagship stores and on the online lil store and Naver Store. It will also be available on Coupang in August 2025. The recommended retail selling price is ₩99,000 (US$71).
July 2025: Japan Tobacco launches Ploom X Advanced “Ora Ito Red” in South Korea
Japan Tobacco launched the second limited edition device of its heated tobacco device, Ploom X Advanced Ora Ito Red in South Korea – following the Ploom X Advanced Limited Edition Aqua Halo device released in May 2025. The new Limited Edition was created through collaboration with French designer Ora Ito who made a name for himself through collaborations with various global brands for over 20 years – including Swatch, Heineken and Davidoff.
Ploom X Advanced Ora Ito Red is based on Ora Ito’s design philosophy of ‘Simplexity’ and features a design that combines intense red color and gloss. It captures liveliness, boldness, and passionate emotions of an intense summer. The back cover is also produced in the same red color, adding differentiation and completeness. The product will be released in a packaging that includes a red-colored back cover and slingback in addition to the device itself.
The product will be sold exclusively through Ploom’s official website ww.ploom.co.kr and the recommended consumer price is ₩69,000 ($51) for the single unit and ₩77,000 ($57) won for the package.
June 2025: KT&G Launches Lil Solid Ez Heated Tobacco Device
KT&G announced the launch of lil SOLID Ez heated tobacco device with improved cost-effectiveness and portability for users. lil Solid Ez weighs 77 grams and provides the highest number of uses on a single charge (a maximum of 33 sticks) among the electronic nicotine devices currently available in the South Korean market – with three uses in a row within 15 minutes.
Lil Solid Ez will initally be sold at five exclusive Lil brand stores, Lil Minimalium, and the online lil store. The distribution will then be extended to the Lil Stations located nationwide and Naver online store. The recommended retail price of Lil Solid Ez is ₩59,000 (US$43) – at a party with the recently launched, IQOS ILUMA i ONE. With the promotional discount, Lil Solid Ez can be purchased for ₩39,000 (US$28.5). Fiit sticks for exclusive use with lil Solid system is sold for ₩4,300 (US$3.15) following the ₩200 price reduction implemented on June 1, 2025. Lil Solid Ez follows the Lil Solid 3.0 device, introduced in 2024. The product is differentiated by its core functions and slim design to enhance user convenience, states KT&G.
June 2025: Philip Morris Extends the IQOS ILUMA i Line-up with an All-in-once Device
Philip Morris Korea (PMK) launched IQOS ILUMA i ONE, an all-in-one device, in South Korea. Previously, PMK released IQOS ILUMA i and IQOS ILUMA i PRIME, both two-piece devices (a holder & a charger), in South Korea. IQOS ILUMA i ONE comes in 4 colors: Gentle Breeze Blue, Midnight Black, Bright Gloss Red Clay and Digital Purple Violet.
IQOS ILUMA i ONE has an auto-detect function that automatically starts heating when a tobacco stick is inserted. With “Flex Puff” function, device allows up to four additional puffs in a maximum of six minutes based on the individual use patterns. Lightweight at 74 grams and made of all-aluminum body, IQOS ILUMA i ONE offers 20 consecutive uses on a full charge.
IQOS ILUMA i ONE can be purchased at 9 IQOS stores nationwide, convenience stores, and the official online store. Suggested retail price is ₩59,000 ($44). PMK offers ₩20,000 ($15) discount for first-time adult IQOS users upon registration.
April 2025: Japan Tobacco Launches Ploom X Advanced Limited Edition Aqua Halo
Japan Tobacco announced the release of first limited-edition of Ploom X Advanced heated tobacco device: Ploom X Advanced Limited Edition Aqua Halo. The device was created with inspiration from the change of season from winter to spring and comes in new colors that symbolize the “awakening of a new sense”. Device’s turquoise color has a luster reminiscent of aurora. A back cover is also released in an aqua halo color that matches the device. Ploom X Advanced Aqua Halo Limited Edition Package (including the back cover) will be sold exclusively on the Ploom official website from May 1, 2025 at a price of ₩77,000 (US$54).
March 2025: BAT will Launch Limited-Edition glo Hyper Pro Aurora Purple Device in S. Korea
BAT’s South Korean affliate, BAT Rothmans, will launch the spring inspired, limited-edition of its glo heated tobacco device, glo Hyper Pro Aurora Purple, on March 17. BAT stated that the design is inspired by the aurora in the night sky and the purple color, altering from one angle to another, adds uniqueness to the device. The device will be available on www.discoverglo.co.kr, glo’s official website and KakaoTalk Store, Kakao’s online shopping mall. Following a 1.1pp share loss in 2024 in the highly competitive South Korean next generation nicotine products market, BAT is trying to restore its market position through various commerical initiatives.
February 2025: KT&G Suspends the Sales of lil Hybrid 3.0 due to Supply Chain Issues
KT&G suspends the sales of “lil Hybrid 3.0” devices due to the supply chain issues. Lil series, including the Lil Hybrid 3.0, are produced in Vietnam by third-party partners. In November 2024, the Vietnamese Government banned the production, importation, distribution, marketing, sales and use of e-cigarettes. Although the specific scope of the e-cigarette ban, enforcement procedures and other implementation guidelines have not been established yet, additional revisions to the provisions related to the ban are imminent. As a result of the Vietnamese regulatory change, production at the site of KT&G’s partner is halted. Considering the time it will take to find a new production site, it is expected that the supply instability for lil will continue until June 2025.
lil Hybrid 3.0 is an e-cigarette model released in November 2023. It offers three smoking modes: standard mode, classic mode (with strong impact) and casual mode (with a shortened preheating time of 10 seconds). It also features a pause function. KT&G notified convenience stores nationwide that it would stop the supply of Hybrid 3.0 devices and there are signs that this supply shortage will last for nearly 5 months. KT&G also advised the convenience stores to focus on selling other devices such as “lil Able 2.0”. Some South Korean retailers are concerned that supply challanges may spread to other lil devices, besides lil Hybrid 3.0.
February 2025: KT&G Recalls lil SOLID 3.0 due to Heating Pin Issue
KT&G announced a voluntary, free-of-charge replacement of the lil SOLID 3.0 devices produced between August 2024 and November 2024. This recall is due to the unhitching of heating pin observed in some products. KT&G will also temporarily suspend sales of the lil SOLID 3.0 and retrieve all existing distributed products.
Consumers, who own a recalled product, can receive free replacements by visiting a lil brand store or official service center. They can request a free-of-charge home delivery service. Detailed information about the recall is available on the lil official website and through the customer contant center.
February 2025: Philip Morris Launches IOQS ILUMA i Series in South Korea
Philip Morris International (PMI) announced the launch of the “IOQS ILUMA i” series, its latest flagship heated tobacco product, in South Korea. The new ILUMA i series includes two models, ILUMA i Prime and ILUMA i, each with distinct design and innovative features. A touchscreen on the holder provides key information, such as remaining use time, heating levels and session duration. The new pause mode allows users pause their session for up to eight minutes, while the flex puff feature adjusts the smoking experience to match the user’s puffing pace. For further information: Heated Tobacco: Products.
IQOS ILUMA i Prime and IQOS ILUMA i retail at ₩129,000 (US$89) and ₩89,000 (US$61.5), respectively. The series will be available as of February 13, with pre-orders starting on February 7. Meanwhile, ahead of the introduction of IQOS ILUMA i series, PMI lowers the retail prices of IQOS ILUMA devices: from ₩99,000 (US$68.5) to ₩69,000 (US$47.7) for IQOS ILUMA and from ₩69,000 (US$47.7) to ₩59,000 (US$40.8) for IQOS ILUMA One. PMI applies a tiered pricing model for its IQOS devices; when a newer and more advanced model is launched, prices of the existing (older) models are lowered.
With the introduction of IQOS ILUMA i series and reduction of IQOS ILUMA device prices, PMI aims to strengthen its presence in Korea’s competitive smoke-free market and reclaim the leading position from KT&G’s lil in the heated tobacco category. PMI first launched IOQS in 2017 South Korea, the only market where PMI does not hold a leading position in heated tobacco. The global leader of heated tobacco category, IQOS, is present in 92 countries worldwide and is used by more than 36 million consumers.
February 2025: Japan Tobacco Expands Ploom X Advanced Device Distribution
Japan Tobacco International (JTI) Korea expanded the sales of its heat-not-burn device, Ploom X Advanced, to third-party e-commerce platforms in South Korea, including Coupang and Naver. Since the end of January 2025, Coupang features a dedicated “JTI Korea” page and Naver features an online “Ploom Store” (“store-in-store” concepts).
Ploom X Advanced device comes in 4 colors (Slate Grey, Navy Blue, Black & Silver) and retails at ₩29,000 (US$20) – at a discount of ₩40,000 (US$27.5) from the regular price of ₩69,000 (US$47.5). “Heat Flow” technology, which maintains the optimal heating temperature to increase energy efficiency and battery life, is marketed as the key device feature.
JTI Koreas is set to launch new heated tobacco sticks and accessories in February 2025 to enrich its product lineup1.
