'Liquid Cigarette Regulation' Juul Shows No Success in Korean Market... Enters Restructuring Phase

[Asia Economy Reporter Lee Seon-ae] The famous American e-cigarette brand JUUL is starting restructuring not only at its headquarters but also at its Korean subsidiary.

JUUL Labs Korea announced a statement on the 16th regarding the Korean market and business plans, stating, "We are currently reviewing the best ways to reorganize business operations regionally in each country where we operate, and individual adjustments are being made in each region. In Korea as well, we are in the process of reviewing our business operations and strategy."

JUUL Labs Korea added, "Since launching a product exclusively targeting the Korean market last May, sales performance in our current portfolio has not met expectations," and explained, "We are currently working closely with our employees."

JUUL made a bold entry into Korea last year, attracting attention with its sleek design. However, following controversies over the harmfulness of liquid e-cigarettes in its home country, the United States, last month, Korea’s Ministry of Food and Drug Safety announced the detection of vitamin E acetate, a substance suspected of causing lung damage, leading to the suspension of sales at convenience stores nationwide.

JUUL Labs Korea emphasized that this restructuring is part of a global-level reorganization. JUUL Labs Korea elaborated, "This measure is to establish our business in the best direction globally and regionally from a long-term perspective," and added, "It is in line with our global organizational restructuring." Currently, JUUL Labs Korea employs about 100 people, and it is expected that a large-scale workforce reduction will follow after selecting restructuring targets.

This content was produced with the assistance of AI translation services.