Philip Morris Korea, the Korean branch of US tobacco giant Philip Morris International, announced Wednesday the launch of the "Iqos Iluma i" series, its latest flagship heated tobacco product expected to advance the company’s vision of a smoke-free future.
With this new two-model lineup, the company aims to strengthen its presence in Korea’s competitive tobacco market and expand its range of smoke-free alternatives, eight years after introducing its first Iqos product in the country in 2017.
"Iqos, the global leader in heated tobacco devices, has been chosen by over 36 million adult consumers in 92 countries worldwide, including Korea, encouraging them to switch from conventional cigarettes," said Hannah Yun, managing director of Philip Morris Korea. "Many adult smokers in Korea are making positive changes by opting for Iqos.”
She added that the company remains committed to fulfilling its social responsibility, minimizing environmental impact and providing better alternatives for adult smokers in Korea.
The new Iluma i series includes two models -- Iluma i Prime and Iluma i -- each with distinct design and innovative features.
A touchscreen on the holder provides key information, such as remaining usage time, heating levels and session duration. The new pause mode lets users pause their session for up to eight minutes, while the flex puff feature adjusts the smoking experience to match their puffing pace.
Philip Morris Korea also highlighted its smartcore induction system, a heating technology that warms tobacco from the core in a consistent manner while eliminating the need for cleaning, as it leaves no residue.
The Iqos Iluma i Prime is priced at 129,000 won ($89), while the Iqos Iluma i retails for 89,000 won. The series will be available starting Feb. 13, with pre-orders beginning on Feb. 7.
By No Kyung-min (minmin@heraldcorp.com)
