Phillip Morris brings IQOS Iluma heat-not-burn cigarette to Korea

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Phillip Morris brings IQOS Iluma heat-not-burn cigarette to Korea

Models show the new IQOS Iluma [PHILIP MORRIS KOREA]

Models show the new IQOS Iluma [PHILIP MORRIS KOREA]

 
Phillip Morris will introduce the IQOS Iluma, its new heat-not-burn tobacco product, to the Korean market starting Nov. 10.
 
The IQOS Iluma has a so-called smartcore induction system, meaning it uses a coil to heat tobacco sticks instead of heating blades used in its previous models.
 
“Because tobacco sticks won’t be inserted into heating blades, you don’t have to clean the ashes caught in the blades and risk damaging the device,” said YJ Paik, Managing Director of Phillip Morris Korea. “The IQOS Iluma, like our other IQOS models, doesn’t burn tobacco but heats it, cutting levels of toxicants by an average 95 percent compared to normal cigarettes.”
 
With different heating methods, conventional heat-not-burn heatsticks can’t be used in the IQOS Iluma. Users must use the Terea, a heatstick specifically made to be used on the IQOS Iluma.
 
The heat-not-burn device is the company’s first release in three years.
 
The product will come in two designs. The IQOS Iluma Prime is priced at 139,000 won and has an aluminum wrap cover. The IQOS Iluma don’t have a cover, and has the e-cigarette sticking out from the side of the device, priced at 99,000 won.
 
The products will be available through IQOS stores nationwide and GS25 and CU convenience stores. Pre-orders will start from Oct. 28.  
 
“Philip Morris has been releasing various new IQOS models and expanding our portfolio, focusing on innovation so we can achieve a smoke free future,” said Jacek Olczak, CEO of Philip Morris International. “We plan on offering an alternative to cigarettes for adults through the IQOS Iluma, encouraging more people to switch from smoking normal cigarettes.”
 
Philip Morris International currently sells its heat-not-burn tobacco in about 70 countries, with around 19 million people using its products. It hopes to sell them in 100 countries in 2025.
 

BY LEE TAE-HEE [lee.taehee2@joongang.co.kr]
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