Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
BAT unveils upgraded glo in Korea
Models promote British American Tobacco's upgraded heating device, the glo Series 2, and neo, the specially designed tobacco sticks for use with the device, during a press conference at Four Seasons Hotel in Seoul, Monday. / Yonhap
By Park Jae-hyuk
By Park Jae-hyuk
Korea is the world's first market for British American Tobacco's (BAT) upgraded tobacco heating product to go on sale, BAT Korea said Monday.
The international tobacco maker's Korean subsidiary unveiled the glo Series 2 heating device the same day, and the new range of neo, the specially designed tobacco sticks that will replace the current Dunhill Neostiks designed for the device's predecessor.
“Korea has always been an important market for BAT,” BAT Korea CEO Matthieu Juery said at a press conference in Seoul. “Because we are committed to driving the transformation of tobacco in Korea, I am thrilled our Korean consumers will be the first in the world to enjoy our enhanced glo Series 2 together with the new neo sticks.”
BAT Korea said it focused on the design of the new device, giving it a more premium look and feel.
“The upgraded device maintains glo's superior functionality, such as convenience and simplicity, but at the same time we made significant improvement to its design,” BAT Korea's sales and marketing director Alper Yuce said.
He emphasized the ergonomic design of the new product, which enables it to fit more smoothly into a user's hand than its predecessor.
According to BAT Korea, the new device, which also features a softer cylindrical shape, will come in two colors ― black and grey.
The company maintained the functional benefits of previous series. As its predecessor, the new glo is also easy to use with just one button, does not need an external charging device and allows up to 30 consecutive sessions on a single charge.
The neo sticks will come in six different flavors. Those sold here have been manufactured in BAT Korea's factory in Sacheon, South Gyeongsang Province, which has exported Neosticks to other Asian countries.
BAT Korea seeks to take the lead in the nation's heat-not-burn tobacco market with the release of the new products.
The company came up with its previous product here last August, but the product has lagged behind KT&G's lil released last November and Philip Morris Korea's IQOS introduced June last year.
Juery said his company expects an increase in its market share after the release of the new product, although he did not disclose the specific sales goal.
BAT Korea said the new products will go on sale July 30 at its flagship stores, official website and convenience stores nationwide.