Japan’s fastest-growing heated tobacco product now available locally
Japan Tobacco International (JTI) expands its portfolio of products available in the Philippines with Ploom, its innovative heated tobacco product. Ploom is available in selected retail locations in Metro Manila and on ploom.ph.
Ploom is the fastest-growing heated tobacco product in Japan and is broadening its footprint in key European markets like the UK, Italy, and Spain, to name a few. Ploom’s entry in the Philippine market underscores JTI’s commitment to provide adult smokers with high-quality choices to satisfy their needs.
Ploom’s newest device, Ploom X Advanced, employs Japanese engineering in its design and technology. Its HeatFlow™ technology enables true tobacco taste with no smoke, no ash, and less tobacco smell. The design of Ploom X Advanced was also recognized this October by Good Design Award, the only comprehensive design award system in Japan. It is the first time Good DesignAward conferred the distinction to a heated tobacco product.
In an exclusive event, John Freda, General Manager of JTI Philippines, shared, “The year 2024 has been a landmark one for JTI in the market, so it is a very exciting time for us. Having been awarded Top Employer for the third year in a row, we are also the fastest growing tobacco company in the Philippines. With the introduction of Ploom, it is another remarkable milestone as we are proud to be the first in Asia, outside of Japan, to launch the brand – a sign of our commitment to continue building on our expanding market presence,” Freda said.
He added, “At JTI, we operate with the consumer at the heart of everything we do. Ploom is designed to meet the evolving needs and demands of today’s adult smokers, catering to a broader consumer base. With Ploom, we are introducing Filipino consumers to a truly unique experience, giving them the very best of our cutting-edge heated tobacco technology.”
Erika Viveiros, Marketing Director of JTI Philippines added: “Ploom is flourishing in markets where it is present, and we are eager to grow the brand here in the Philippines. We recognize the significance of this category and as such are launching the latest Ploom X Advanced device, bringing together exciting design that was recently awarded by Good Design Award in Japan, innovative technology, and unique taste sensations that will satisfy our Filipino consumers.”
Investment
The launch of Ploom signals JTI’s continued commitment to building a business for the long term in the Philippines, following on from major investments in recent years, including its state-of-the-art manufacturing plant in Batangas and the establishment of its Global Business Services (GBS) center in Manila.
Alternative products like Ploom are part of JTI’s continuing evolution and an important step into the future. They are a core pillar of the Company’s strategy for business growth and sustainable value creation. The organization plans to invest approximately US$3 billion in alternative products globally, mainly in Heated Tobacco Sticks (HTS), between 2024 and 2026. Bringing fulfilling moments to more consumers, Ploom continues to expand and will be available in almost 30 countries covering 80% of the global HTS category by the end of 2024.
