The East Asian market has long been a hotspot for heated tobacco products. Japan led the charge with fierce competition between Philip Morris International (PMI) and Japan Tobacco (JTI), and once their products gained traction and the market matured, both companies started turning their attention to neighboring South Korea. This move has escalated the competition in the South Korean market, prompting local players like KT&G to join the fray.
And as we kick off 2025, the race is hotter than ever. PMI and JTI are ramping up their efforts, launching new heated tobacco devices in South Korea to grab market share and solidify their positions. The competition is not just heating up the market, but also the players involved, with more innovations and products hitting shelves every month.
According to a nationwide survey conducted by South Korea's Centers for Disease Control and Prevention (CDC), the country is seeing a noticeable shift in smoking habits. The survey, which included 230,000 adults from 258 public health centers, revealed a decline in traditional cigarette smoking, down 1.4 percentage points to 18.9%. On the other hand, vape usage, including heated tobacco products, has surged by 0.6 percentage points to 8.7%. With more people turning to modern alternatives to traditional cigarettes, the overall nicotine product usage has risen to 22.6%.
What’s even more interesting is the crossover trend: approximately 5% of adults reported using both traditional cigarettes and vape products. This trend is especially popular among South Korean men (39.7% use nicotine products), while women remain less inclined, with only 5.2% partaking in nicotine use.
In February 2025, PMI dropped its latest bombshell into the already competitive Korean market: the launch of its new IQOS ILUMA i series. The new devices, which include the ILUMA i Prime and ILUMA i, promise a more streamlined and customizable experience. With sleek designs and innovative features like a touch screen to display key info (such as battery life and heating status) and an option to pause usage for up to 8 minutes, it’s clear that PMI is aiming for the tech-savvy, convenience-seeking consumer.
Both models come with advanced features, such as the flex puff function, which allows users to adjust the intensity of their vape based on their inhaling speed. Priced at 129,000 KRW (roughly $89 USD) for the ILUMA i Prime and 89,000 KRW (around $61 USD) for the standard ILUMA i, these products are targeting the premium market.
But PMI isn’t just rolling out new devices—they’re also dropping the price of their previous models to stay competitive. The original IQOS ILUMA has seen its price slashed from 99,000 KRW to 69,000 KRW, while the IQOS ILUMA One now costs 59,000 KRW, down from 69,000 KRW. The strategy? Keep consumers hooked by offering both new, high-tech options and affordable alternatives in the same brand ecosystem.
With this aggressive pricing strategy and the release of the IQOS ILUMA i, PMI is aiming to reclaim its market dominance, especially after falling behind KT&G’s "Lil" device in South Korea. PMI has long been the leader in most global markets, but South Korea has been an exception where KT&G's "Lil" has had a solid grip.
Not to be outdone, JTI is also making waves with its Ploom X Advanced device. The company has been expanding its distribution channels across South Korea, even partnering with major e-commerce platforms like Coupang and Naver to boost visibility. These moves indicate JTI’s intent to cater to the modern, tech-driven consumer who prefers online shopping over traditional brick-and-mortar stores. Since January 2025, Coupang has launched a dedicated "JTI Korea" page, while Naver opened a "Ploom Store", creating a unique "store within a store" experience.
The Ploom X Advanced device, priced at 29,000 KRW (about $20 USD) in a limited-time offer, is significantly cheaper than its regular price of 69,000 KRW (around $47.50 USD). The device features JTI’s "hot airflow" technology, which claims to maintain the perfect heating temperature for longer battery life and more efficient energy use. This technology is a game-changer for consumers looking for reliable, cost-effective, and high-performing devices. Additionally, JTI plans to launch new heated tobacco flavors and accessories in February, aiming to give users more variety and boost its competitive edge.
The competition is clearly intensifying in South Korea, as global players like PMI and JTI continue to refine and diversify their product offerings. But while the international players fight for dominance, a new contender is emerging from the shadows—Foger Vape.
For those who want something different from the traditional heated tobacco devices, Foger Vape offers a fresh, innovative take on the vape market. With the Foger Vape 30000 Puffs model, users can enjoy a long-lasting vaping experience that outperforms many other devices on the market. Imagine having a vape that offers you 30,000 puffs—ideal for those who want a high-performance product without the hassle of constant refills or frequent device replacements.
But it’s not just the quantity that makes Foger stand out. Foger vape flavors are another major selling point. Whether you're into fruity, minty, or creamy profiles, Foger Vape has something for everyone. Its variety of flavors ensures that there's always a new taste to discover, keeping your vape sessions fresh and exciting. The durability, combined with a vast range of unique flavors, makes Foger Vape a formidable competitor in the increasingly crowded market.
With 2025 already shaping up to be a pivotal year for the South Korean vape market, the question is: should international brands and new players enter the market? The potential for growth is undeniable, especially as more people shift away from traditional cigarettes in favor of vapes and heated tobacco products. Companies looking to carve out a niche in South Korea would do well to follow in the footsteps of PMI and JTI by offering innovative products that cater to the evolving preferences of Korean consumers.
For businesses, it's clear: now is the time to "roll with the times." From ultra-durable devices like the Foger Vape 30000 Puffs to innovative features like touch screens and temperature control, the South Korean market is ripe for bold and innovative moves. So, if you're looking to make a splash in this hotly contested market, why not "roll a little" and bring something unique to the table?
Whether it’s the latest flagship device from PMI or the affordable yet high-tech offerings from JTI, South Korea is proving to be one of the most exciting places to watch for the future of vaping. And with brands like Foger Vape entering the scene, it looks like the competition will only get fiercer from here.
As for consumers, it's a good time to be a vaper in South Korea. With more options than ever before, ranging from budget-friendly devices to premium products with cutting-edge technology, the future of vaping in South Korea is looking better than ever. Will you be part of the next big wave?
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