Korea's heated tobacco market is very advanced in terms of product variety and technology adoption. With the new product Ploom AURA at the forefront, we will set a new standard for the domestic heated tobacco market.
JTI Korea President Irina Lee said this at a press briefing for the launch of Ploom AURA held on the 31st at the Fairmont Ambassador Seoul hotel in Yeongdeungpo District, Seoul. Lee said, Ploom AURA is a modern alternative to heated tobacco, and it was designed to eliminate smoke and ash and reduce odor so users can focus on flavor.
Ploom AURA is the third heated tobacco device that JTI Korea has introduced in Korea. JTI Korea launched its first heated tobacco device, Ploom TECH, in 2019, but halted domestic sales in 2021 due to a market share that fell short of expectations and the impact of a boycott of Japanese products.
Afterward, JTI Korea reentered the Korean market in Oct. 2024 with the launch of Ploom X Advanced, and in Mar. this year rebranded the dedicated stick brand MEVIUS for Ploom as EVO. The launch of Ploom AURA is seen as an extension of this reentry strategy.
Lee said there was a considerable learning period after the launch of Ploom X Advanced and explained that during that time the company gained a deep understanding of Korean consumers, and Ploom AURA is the result of reflecting those insights and feedback in product development.
JTI Korea Marketing Director Frederic Estrepo cited flavor, user experience, and design as Ploom AURA's differentiators. Estrepo said, Korean consumers tend to prioritize flavor, and Ploom AURA is equipped with JTI's proprietary Smart HeatFlow technology, which precisely controls tobacco heating temperature to deliver consistent flavor from start to finish.
Ploom AURA allows users to choose one of four heating modes through a dedicated app. Users can adjust flavor intensity and usage time to suit their preferences and situation. In the default Standard mode, up to 20 sticks can be used on a full charge, and a single session lasts about 5 minutes. It also supports Strong mode (up to 25 sticks, about 3 minutes), Long mode (up to 19 sticks, about 6 minutes), and Battery Saver mode (up to 27 sticks, about 3 minutes).
The design has also been improved. A slimmer, lighter body than previous products with a curved design improves portability and grip. The colors are four types: Jet Black, Rose Gold, Navy Blue, and Luna Silver. Users can customize the device by combining 14 front panels and 10 back covers, and an accessory lineup, including a pocket bag, was also unveiled.
JTI Korea is aiming to expand its market share in the domestic heated tobacco market with the launch of Ploom AURA. According to market research firm Euromonitor, the domestic e-cigarette market in 2024 is about 3.5546 trillion won, the fourth largest in the world. According to 2024 tobacco market trend data from the Ministry of Economy and Finance (now the Ministry of Strategy and Finance), the share of heated tobacco in domestic cigarette sales rose from 2.2% in 2017 to 18.4% last year, increasing by about ninefold in seven years.
However, the domestic heated tobacco market is assessed as being dominated at a combined 90% share by KT&G, represented by IQOS, and Philip Morris Korea, represented by lil. Because e-cigarettes require device purchases, the high brand loyalty of existing users is also cited as a burden for JTI Korea.
Lee said, JTI's global goal is to achieve a market share in the mid-10% range for heated tobacco in major markets, including Korea, by 2028.
Meanwhile, Ploom AURA will go on sale from the 14th of next month on the official Ploom website and on e-commerce platforms such as Coupang and Naver, as well as at convenience stores in some areas of Seoul and Gyeonggi. The regular consumer price is 59,000 won, and first-time buyers will receive a 30,000 won discount coupon when they register on the official site.