JTI Korea to Launch "Ploom Aura" Next Month... "Competing with Superior Flavor"

JTI Korea has launched its next-generation heated tobacco device, the new "Ploom Aura," making an aggressive push into the Korean market.

On March 31, JTI Korea held a press conference at the Fairmont Ambassador Seoul Hotel in Yeongdeungpo-gu, Seoul, unveiling the Ploom Aura for the first time in Korea. Ploom Aura is scheduled to be released on April 14.

At the JTI Korea 'Ploom Aura' press conference held on the 31st at the Fairmont Ambassador Seoul Hotel in Yeongdeungpo-gu, Seoul, an introductory video of Ploom Aura is being shown. Photo by Kyungjun Heo.

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At the event, Irina Lee, President of JTI Korea, and Frederic Estripo, Marketing Director of JTI Korea, personally introduced the values pursued by the Ploom brand and the key features of the new Ploom Aura. Since its initial launch in 2011, the Ploom device has entered 28 markets worldwide, including Asia and Europe, as of today.

Ploom Aura is a next-generation device that perfectly embodies the Ploom brand's pursuit of "sensory pleasure." It is distinguished by its evolution to be smoother, smarter, and slimmer by reflecting consumer needs for taste, user experience, and design.

Irina Lee, President of JTI Korea, stated, "The Korean heated tobacco market ranks among the top in terms of product diversity and technology adoption. Ploom Aura is a core brand for JTI, and it offers the most enjoyable nicotine experience by reducing tobacco odor, among other advantages."

Ploom Aura delivers a more refined taste through its heating engine, the "Smart HeatFlow" technology. This is JTI's proprietary technology, which precisely controls the tobacco heating temperature to achieve a richer and more consistent tobacco flavor.

Models are introducing Plume Aura at JTI Korea's 'Plume Aura' press conference held on the 31st at Fairmont Ambassador Seoul Hotel in Yeongdeungpo-gu, Seoul. Photo by Kyungjoon Hur.

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In addition, Ploom Aura users can enjoy a customized experience by selecting one of four heating modes via the dedicated Ploom App, adjusting the intensity of flavor and usage time to match their preferences and circumstances. The "Standard Mode" provides a well-balanced and optimal flavor, while "Strong Mode" offers a more intense draw and higher satisfaction.

"Long Mode" extends the maximum usage time by as much as 20% compared to the default, allowing users to savor the flavor for up to six minutes. "Battery Saver Mode" enables the use of up to 27 sticks on a full charge. The newly introduced Ploom App enhances the smart user experience by allowing users to check battery status, locate their device, and lock the device. Ploom Aura takes approximately 180 minutes to fully charge.

Frederic Estripo, Marketing Director of JTI Korea, commented, "Consumers want a more advanced experience beyond simple functionality. Ploom Aura was designed based on this consumer-centric philosophy. During the research and development phase, we found that flavor is overwhelmingly important; in a blind test conducted with Japanese consumers, Ploom Aura was chosen as the best-tasting heated tobacco device."

He added, "This enhanced flavor starts with Ploom Aura's unique heating technology. The Smart Flow technology provides consistent flavor from start to finish and delivers a superior user experience through precise temperature control."

In terms of design, the new device is slimmer and lighter than previous models. Its elegant curved design offers a natural and comfortable grip, and the sliding cover is seamlessly finished for a refined appearance. The more compact size enhances portability, making it easy to carry in a pocket and convenient to use.

Ploom Aura will be available in four colors: Jet Black, Rose Gold, Navy Blue, and Luna Silver. Users can also customize their device with a variety of accessories, including front panels, back covers, and device pocket bags, enabling over 500 unique combinations to express their individual style.

Ploom Aura will be released on April 14 through the official Ploom website as well as third-party e-commerce platforms such as Coupang and Naver. The regular retail price is 59,000 won. First-time buyers who sign up on the official Ploom website and consent to marketing communications will receive a 30,000 won discount coupon, allowing them to purchase the device for 29,000 won. In addition, a limited quantity package commemorating the launch of Ploom Aura will be available for pre-sale on the official Ploom website starting April 7.

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