Philip Morris Korea pushes for recognition of smoke-free products, citing science

Hannah Yun, managing director of Philip Morris Korea, speaks during a press conference for the company's new IQOS Iluma i, in Seoul, Wednesday. Courtesy of Philip Morris Korea

The head of Philip Morris Korea cited scientific evidence on Wednesday in defense of the global tobacco company's ongoing efforts to shift from traditional cigarettes to smoke-free products for healthier living.

Managing Director Hannah Yun emphasized the importance of scientifically proven data in persuading the government about the benefits of smoke-free products. Her remarks came as she expressed hope that the electronic cigarette industry would receive more support from the Korean government. Authorities have highlighted the harmful effects of both traditional cigarettes and heat-not-burn products.

Yun acknowledged that, as a cigarette company, it has often faced criticism regarding public health. She added that the company’s efforts to encourage smokers to quit by promoting a potentially less harmful alternative have rarely received outright support from outside the industry.

The government has consistently criticized smoking without distinguishing between smoke-free products and traditional cigarettes or acknowledging the potential benefits of the former.

“We hope the government understands that our e-cigarette business is not about pursuing our own business interests. It is rather our campaign promoting a better way to smoke based on scientific data," Yun said at a press conference in Seoul, where Philip Morris International (PMI) and its Korean subsidiary unveiled a new model for its flagship e-cigarette device brand IQOS to Korea.

Vassilis Gkatzelis, Philip Morris International's president of East Asia, Australia and Duty Free Region, speaks about the company's mission to usher in a Smoke-free Future using its e-cigarette products at a press conference in Seoul, Wednesday. Courtesy of Philip Morris Korea

During the event, Philip Morris Korea unveiled IQOS Iluma i, the latest version of the brand for the company's heat-not-burn devices. IQOS was first launched globally in 2014 and in Korea in 2017.

As of last October, the company occupied a 40 percent share of Korea’s heat-not-burn market, while KT&G led with 49 percent and BAT Rothmans accounted for 11 percent. Meanwhile, JTI Korea, a Korean subsidiary of Japan Tobacco International, also released its new e-cigarette device model, Ploom X Advanced, in October.

“One out of every five adults in Korea are now smoking heat-not-burn products,” Yun said. “We believe we are truly doing the right thing by helping the rest four out of every five adults quit cigarette smoking.”

Vassilis Gkatzelis, PMI’s president of East Asia, Australia and Duty Free Region, said during the press conference that PMI aims to log two-thirds of its entire sales from e-cigarette products by 2030.

“What is truly expected of a tobacco company? The answer is straightforward,” Gkatzelis, who hails from Greece, said. “It is introducing the smoke-free future.”

The president said that among PMI’s 180 market countries, Korea “holds a very special place” because it is among the top five countries in its global smoke-free product market.

“IQOS is accelerating the transition away from cigarettes,” Gkatzelis said. “It is ushering in the world where combustion smoking is increasingly becoming obsolete and will [just be seen in] a museum.”