JTI's next-generation heated tobacco device Ploom AURA launches exclusively in Japan travel retail

JTI has launched its next-generation heated tobacco device, Ploom AURA, exclusively in Japan travel retail, marking the global introduction of the product in the travel retail channel.

The launch across seven Japanese airports and Lotte Ginza’s downtown duty free store represents a significant expansion of JTI’s heated tobacco portfolio in the travel retail space. Consumer research conducted prior to the launch showed Ploom AURA received the highest ratings across multiple image attributes, including perceptions of being more modern, advanced, unique, high quality and premium.

“Built on Ploom’s core design and DNA, Ploom AURA offers our best experience yet in the heated tobacco space,” says Claudio Ferreira, General Manager for JTI’s Global Travel Retail. The device maintains the organic shapes and unique connector that have characterized the Ploom evolution while introducing a slimmer profile and what the company describes as enhanced tobacco taste.

The technological advancement centers on SMART HEATFLOW heating technology, which JTI says delivers sensory satisfaction while allowing consumers to experience tobacco’s full essence without combustion and smoke. A new Heat Select System offers four customizable modes, supported by Bluetooth connectivity, though this feature is currently available only to Japanese residents purchasing in Japan travel retail.

The product rollout spans Tokyo Haneda, Narita, Kansai, Chubu, Fukuoka, Naha and Shin-Chitose airports, alongside the Lotte Ginza location. Each activation site enables visitors to explore the full range of Ploom AURA devices and heated tobacco sticks, select preferred combinations and customize devices with personalized prints.

“The Ploom AURA activation in Japan travel retail underscores our long-term commitment to being amongst the leaders in the HTS segment – not just in Japan, but globally,” Ferreira says. The company has positioned the launch as part of what it describes as “proactive, bold and dynamic brand experiences coupled with innovative and current, consumer-centric propositions.”

The airport activations feature dedicated Ploom lounges where travelers can experience the device alongside the diverse flavor lineup from Mevius and Camel heated tobacco sticks. Available flavors include tobacco regular, menthol, berry, citrus and pear variants. These lounges are designed to provide what JTI describes as a serene and comfortable space for travelers during their airport journey.

Trained Ploom ambassadors are stationed at each location to offer free trials, provide product information and assist with purchases at duty free shops. The comprehensive activation approach also includes state-of-the-art digital interactive visuals and touchpoints positioned throughout the airports, a dedicated Ploom flagship store and pop-up promotional zones.

JTI’s strategy reflects the evolving consumer landscape in travel retail, where demand for quality, innovative and reduced-risk products continues to grow. The heated tobacco sticks segment has gained significant traction, with Ploom positioned as a rapidly expanding brand within JTI’s portfolio.

The device’s ergonomic curved design aims to ensure comfortable handling while maintaining the delicate and organic curves characteristic of the Ploom brand. The evolution into a compact and slim design combines what JTI describes as elegance and practicality, addressing consumer preferences for both aesthetic appeal and functional performance.

“Ploom AURA stands out through JTI’s unwavering focus on the consumer, and our commitment to driving success for our retail and airport partners, which remain at the heart of our long-term vision for the RRP category,” Ferreira says.

The Japan travel retail launch serves as a testing ground for potential broader international expansion, though JTI has not specified timelines for additional market introductions. The company is preparing to launch the Ploom CLUB online shop specifically for Japan travel retail, adding another dimension to the consumer engagement strategy.

The activation represents JTI’s broader commitment to the reduced-risk product category, with heated tobacco positioned as a key growth driver within the travel retail channel. The comprehensive approach combines product innovation, experiential marketing and digital integration to create what the company views as a differentiated offering in the competitive heated tobacco landscape.

Airport retail partnerships remain central to JTI’s travel retail strategy, with the Ploom AURA launch demonstrating the company’s focus on creating engaging brand experiences that support both consumer satisfaction and retail partner success.