JTI Korea, a subsidiary of Japan Tobacco International, is intensifying its presence in South Korea’s competitive tobacco market with the introduction of Ploom Aura, their most technologically advanced heated tobacco device to date.
This launch highlights JTI’s growing commitment to reduced-risk products, especially as heated tobacco gains significant traction in the Korean market, experiencing nearly a ninefold increase in popularity over the last seven years.
“The Korean tobacco market is renowned globally for its advanced nature, encompassing both product diversity and the rapid adoption of cutting-edge technology,” stated Irina Lee, General Manager of JTI Korea, at a press conference held on Tuesday.
“Ploom has been meticulously developed to cater to the specific needs and expectations of adult consumers in Korea and is poised to establish a new and innovative standard for the future of heated tobacco products.”
The Ploom Aura device, designed to be sleeker and more intelligent than its predecessor, incorporates JTI’s exclusive fourth-generation heating technology. This technology allows for more precise temperature regulation, delivering a richer and more satisfying flavor experience. Users can customize their experience with four distinct modes accessible via a dedicated smartphone application, which also provides battery monitoring, device tracking, and remote locking capabilities.
Available in four stylish colors and offering over 500 accessory combinations, the Ploom Aura will officially launch on April 14th, with a retail price of 59,000 won ($39).
The company explained that the development of the new device was informed by valuable insights gained from the Ploom X Advanced, JTI Korea’s previous heated tobacco offering. The Ploom X Advanced marked JTI’s re-entry into the Korean market in 2024 after a three-year absence.
“We are extremely pleased with the consumer response and the growing positive trend that Ploom X Advanced has demonstrated over the past 18 months,” said Frederic Estripeau, Marketing Director at JTI Korea.
“This experience has provided us with invaluable insights,” he added, emphasizing that consumer feedback directly influenced the design and functionality of the Ploom Aura.
JTI aims to secure a mid-10s percentage share of the global heated tobacco market by 2028, supported by a substantial investment of 800 billion yen ($5 billion) planned for the period between 2026 and 2028.
“The launch of Ploom Aura in Korea will play a significant role in realizing this global ambition,” Lee concluded.
