2018 Korea Vape Expo Review: Heated Tobacco from China Gains Momentum

The Vape Korea Expo 2018 concluded successfully on September 9. During the exhibition, I noticed that most of the overseas exhibitors were from China, which reflects the vigorous development of Chinese e-cigarette brands and their ambition to enter the international market. Among many domestic e-cigarette brands, a "niche" group of heated tobacco brands has quietly gathered significant momentum, showing signs of rising rapidly.

Vape Korea Expo 2018

Date: September 7 to September 9, 2018

Location: KINTEX International Exhibition Center, Seoul, South Korea

Exhibition Review

This e-cigarette expo is the first of its kind held in Korea, attracting over 300 exhibitors of e-liquids and devices from around the world. The official media's pre-event promotion was also very well done, with social media platforms like Facebook, Twitter, and Instagram providing real-time updates on the latest developments of the expo.

The first day of the expo was a Friday, and despite being a workday, there were long lines at the entrance. The venue quickly filled with delightful aromas and swirling vapor, indicating that vaping enthusiasts in Korea had been eagerly anticipating this inaugural event.

The B2B buyer meetings and other networking activities held concurrently with Vape Korea Expo 2018 were also very lively. While vendors were busy setting up, many manufacturers and distributors present began happily discussing potential collaborations, and vaping enthusiasts were already eager to inquire about product information.

The atmosphere at the vaping trick competition was even more vibrant, with dynamic music and various trick performances captivating the audience, leaving them in awe. The entire venue was packed, with even the aisles filled with spectators.

The rise of heated tobacco

However, during the exhibition, I noticed a booth that stood out from the others that were all about "cloud chasing". This booth, representing the AMO brand, did not produce the large vapor clouds that vaping enthusiasts typically seek, yet it was incredibly popular! After squeezing through the crowd of testers and listening to the sales staff, I learned that AMO is a heated tobacco e-cigarette.

Unlike e-cigarettes that vaporize e-liquid, this type of e-cigarette heats tobacco sticks containing real tobacco, using a low-temperature heating method that does not burn the tobacco. This process releases the rich flavor of the tobacco while producing only a small amount of vapor, providing an experience very close to smoking traditional cigarettes. However, because there is no combustion process, it reduces the production of harmful substances by 90%. From a health perspective, this is significant.

On-site experience

I also had the opportunity to try the AMO e-cigarette. For someone used to vaping e-liquids, this e-cigarette, while not producing impressive vapor clouds, delivered a strong throat hit from the tobacco, creating a surprisingly elegant experience with the gentle vapor.

The design of AMO's products also truly embodies the word "elegant". The streamlined body feels naturally comfortable to hold; the UV-coated exterior provides a smooth and pleasant grip; the all-black heating stick feels like a historical cigar between the fingers; combined with a magnetic flip-top design,

it merges technology and aesthetics, making it a delight to handle. It is worth noting that AMO is also an e-cigarette brand from Shenzhen, China.

Previously, I had limited knowledge about heated tobacco e-cigarettes, only knowing about IQOS and GLO. I always thought this was a niche category monopolized by giants, but after attending the expo, I realized how misinformed I was. The strength and international market scale of Chinese heated tobacco e-cigarette companies have far exceeded expectations and should not be underestimated.

According to statistics, the global e-cigarette market was approximately $416 million in 2010, expanding to $7.1 billion by 2016. In just six years, the market capacity expanded 17 times, with a compound annual growth rate of 60.5%. It is expected that the e-cigarette industry will continue to maintain high growth momentum, with the market size exceeding $10 billion in 2018 and a compound annual growth rate of 50%. However, in recent years, the total sales volume of e-liquid e-cigarettes has been less than one-tenth of the total tobacco market, and there has been a decline in the past two years, while heated tobacco e-cigarettes are becoming increasingly popular. Therefore, it is very likely that heated tobacco e-cigarettes will be the future of the e-cigarette industry.