Seoul: JTI International Korea Inc., the South Korean unit of Switzerland-based tobacco company JTI SA, is set to launch a new heated tobacco product in South Korea, the company said Tuesday, as part of efforts to expand its presence in Asia's fourth-largest economy. The company said it plans to introduce its Ploom AURA device in Seoul and selected metropolitan areas starting April 14.
According to Yonhap News Agency, JTI entered the South Korean market in 1992 and plans to make significant investments to strengthen its product portfolio. "The Korean tobacco market is one of the most advanced in the world, both in terms of product diversity and the speed of technological adoption. Adult consumers here have increasingly diverse preferences, and their expectations for product quality and user experience are exceptionally high," Irina Lee, general manager of JTI Korea, said at a press conference.
As a result, competition is intense and innovation is fast paced, Lee said. She did not provide specific sales or market share targets for South Korea but mentioned that the company aims to achieve a mid-teen share of the heated tobacco category in select key markets by 2028. The launch of Ploom AURA in South Korea is expected to contribute to that goal, she added.
Compared with conventional cigarettes, Ploom AURA produces less residual odor in users' hair, clothing, and breath, the company said. It also noted that it launched EVO tobacco sticks for the Ploom device earlier this month. Heated tobacco products accounted for 18.4 percent of the South Korean tobacco market in 2024, up sharply from 2.2 percent in 2017, according to the Ministry of Economy and Finance.
"This upward trend continues today, and we expect the category to grow further in the years ahead," she said.