'Heat-not-burn' cigarettes popular in Korea

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Fri, April 20, 2018 | 12:15

Light industries

'Heat-not-burn' cigarettes popular in Korea

Posted : 2017-06-21 17:14

Updated : 2017-06-21 18:16

By Jhoo Dong-chan

iQOS tobacco holder and recharger / Courtesy of Philip Morris

Philip Morris' heat-not-burn (HNB) e-cigarette, iQOS, is enjoying surging popularity in Korea. Its rival British American Tobacco (BAT) Korea and business bellwether KT&G also said this month they will introduce their own HNB products soon.

Philip Morris Korea introduced its iQOS products at its exclusive stores in Gwanghwamun and Gangnam, May 27, and started selling them at around 3,000 CU convenience stores June 5.

The market response was explosive over the next two weeks.

"They have been all sold out every day," said a CU store worker near Hongik University in Seoul.

"We are receiving continuous queries from customers for pre-orders. The iQOS products are popular especially among male customers in their 30s and 40s. Female customers also liked the products because they don't smell bad or leave ash."

The iQOS was first introduced in the global market in November 2014, and has been well received by smokers because its taste and delivery method are almost identical to those of regular cigarettes except it is heated instead of burned.

The number of countries where the iQOS is available was 10 in June 2016, but the figure doubled to 20 in six months. It enjoyed huge popularity especially in Japan where its market share has climbed from 0.8 percent in the first quarter of last year to 2.2 percent, 3.5 percent and 4.9 percent in the following quarters.

"I have tried so hard to quit smoking since I got married, but it wasn't easy," a Seoul resident surnamed Hong said. "It feels almost identical to real smoke. I wish it can help me quit smoking."

There is no reliable evidence regarding a lowered risk or health benefits, but manufacturers claim they are safer than real cigarettes with 90 percent less toxic substance.

Following the iQOS' surging popularity, competing tobacco makers said their products will hit shelves soon.

BAT Korea invested 200 billion won ($176 million) in extending its Sacheon tobacco plants in South Gyeongsang Province to produce the company's HNB cigarette product, named GLO.

BAT Korea said it will start selling the GLO e-cigarette this August at a cheaper price than the iQOS.

KT&G also said it has carried out a survey for HNB e-cigarettes since 2012 and is reviewing its plan to launch its own product by the end of this year.

jhoo@ktimes.com