Philip Morris Aims to Reclaim No.1 Spot in E-Cigarettes... CEO Baek Young-jae Says "Differentiating from Competitors through Technology"

Philip Morris Launches 'IQOS Iluma One'
CEO Baek: "We Will Secure Leading Position in Domestic Market"

"I believe the technological differentiation is clearly evident compared to competitors."

Baek Young-jae, CEO of Philip Morris Korea, said this on the 8th while introducing the new heated tobacco device, 'IQOS Iluma One.' Philip Morris Korea will officially launch the IQOS Iluma One domestically from the 16th of this month. This new product was released just over three months after the 'IQOS Iluma' series launched in October last year. Releasing new products consecutively in less than half a year is considered unusual even within the industry. It is interpreted as a reflection of the company's determination to establish a product lineup that receives positive consumer responses early and to gain an advantage in the electronic cigarette market.

At a press conference held on the 8th at The Plaza Hotel in Jung-gu, Seoul, Baek Young-jae, CEO of Philip Morris Korea, is introducing the new product 'IQOS Iluma One.' Photo by Philip Morris Korea

CEO Baek pointed to 'technological capability' as the biggest differentiator of the Iluma series compared to competitors' electronic cigarettes. He explained, "Among heated tobacco products, ours is the most advanced, with Smartcore Induction technology as the core element. Usually, heat is applied from the outside, but our heating panel applies heat from the middle, maintaining a consistent flavor from start to finish, which is the key technology."

He added, "When demonstrated, the difference in taste is clearly noticeable, and I believe this is well recognized not only in Korea but also in other markets."

Referring to overseas examples where Iluma One was launched earlier, CEO Baek said, "In Japan, all three Iluma series products have been released, and so far, the Iluma One, which we are launching today, has the highest sales. This is because it is affordable, can be used consecutively up to 20 times, is easy to carry, and requires no cleaning, among other advantages." The price of Iluma One is set at 69,000 KRW, about 30% cheaper than the existing IQOS Iluma. Unlike the previously released Iluma series, the Iluma One does not have the 'Auto Start' function, which is its biggest difference. However, since it applies the same core technology, it is expected to actively target the entry-level market.

He also commented on market share in the domestic market. CEO Baek said, "The Iluma series has received a good response initially, and with the launch of Iluma One, the Iluma platform family is complete. If the current response continues, I expect we can take a leading position among non-combustible products in the market." Philip Morris Korea has maintained the top spot in the domestic electronic cigarette market for about five years since launching IQOS in 2017 but lost the number one market share to KT&G in the first quarter of last year. However, through this new product launch, they plan to reclaim the number one position in the electronic cigarette market once again.

On the 8th, promotional models showcased the next-generation heated tobacco device, the new product 'IQOS Iluma One,' at the Plaza Hotel in Jung-gu, Seoul. Photo by Jin-Hyung Kang aymsdream@

The IQOS Iluma One features an integrated design that fits lightly in one hand, making it easy to carry. When fully charged, it can be used consecutively up to 20 times. Like other IQOS Iluma products, it uses the dedicated tobacco product, Terea Smartcore Stick. It applies the Smartcore Induction system that heats internally, so there is no blade and no need for cleaning.

However, the 'Auto Start' function applied in previous Iluma products is not included. The device comes in five colors, and various customizations are possible through dedicated accessories such as silicone sleeves. From the 16th, it will be sold at all IQOS direct stores nationwide, official retailers, and convenience stores. At the same time, the sales channels for IQOS Iluma Prime and IQOS Iluma, which were previously available only in Seoul, some metropolitan areas, and parts of Busan, will be expanded nationwide. All Iluma series models will also be available on the official IQOS online store, Coupang, Naver, and other platforms.

Meanwhile, this year is expected to see fierce competition in the electronic cigarette market. Philip Morris Korea has completed its lineup with the launch of the new Iluma product, and BAT Rothmans has also announced plans to release a new 'glo' product this month. KT&G has entered the domestic electronic cigarette market defense by launching the AI-powered heated tobacco device 'Lil Able' and its dedicated stick 'Aim' last year.

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