Philip Morris International launches TEREA KIWAMI limited-edition packaging in Japan

Philip Morris International Global Travel Retail (PMI GTR) has revealed the exclusive TEREA KIWAMI limited-edition packaging, now available in both Japan’s domestic and GTR channels, the world’s leading market for heated tobacco products (HTPs) and home to the largest IQOS user base.

This launch underscores PMI’s continued commitment to accelerating a smoke-free future through innovation and consumer-centric solutions.

The TEREA KIWAMI Edition is a special packaging available in Japan GTR market along with seven top-selling TEREA SKUs tailored for IQOS ILUMA devices. This edition is now available across Japan’s leading travel retail locations, including Narita Airport, Haneda Airport, Kansai International Airport, Chubu Centrair International Airport, and New Chitose Airport. In this country, IQOS has surpassed a significant milestone, with over 10 million legal-age consumers - further reinforcing its position as the market leader 2 2 .

Mami Sakamaki, Director of Smoke-Free Products at PMI GTR, said, “As a leader in crafting memorable travel retail experiences, we continue to elevate our iconic brands through culturally meaningful activations and premium design.

“The TEREA KIWAMI Edition reflects this approach with a design inspired by traditional Japanese artistry, offering a unique packaging experience. It’s thoughtfully created to engage traveling adult nicotine users - with a design that resonates with both, Japanese and a diverse global legal age nicotine users. With its focus on passion, precision, and excellence, TEREA KIWAMI is a natural fit for the PMI Global Travel Retail environment.

The TEREA KIWAMI Edition was designed by Kyogen, led by master crest artisan Shoryu Hatoba and Yoho Hatoba. Originally artisans who hand-painting Kamon onto kimono, the Hatobas later developed the unique artistic technique of “Mon-Mandala,” which has been applied to this package.

IQOS is the number one tobacco heating system and a beacon of progress within the industry, changing the landscape for good - paving the way to a smoke-free future. IQOS continuously masters moments of tobacco pleasure and delivers high-quality products for all adult smokers who wish to abandon cigarettes in favor of better alternatives.