High-value all-in-one IQOS ILUMA ONE launches in Japan on March 8

The new IQOS ILUMA ONE was launched in Japan on March 8. Although it is not the first country to launch, it is priced as the cheapest device currently available at 3,980 yen (220 RMB), while the price in Switzerland is set at 69 euros. A total of five colors were released, and it will be available in Japanese convenience stores starting March 22.

If you are a long-time fan of IQOS, many will recall the design of the "IQOS 3 MULTI." In addition to the smart core sensing system and electromagnetic heating, another improvement is the increase in the number of continuous uses. The IQOS 3 MULTI can be used continuously for 10 tobacco sticks on a full charge, while the IQOS ILUMA ONE doubles that to 20 sticks. Like the ILUMA series, it uses electromagnetic heating and is compatible only with dedicated tobacco sticks, making it incompatible with older tobacco stick users.

According to Philip Morris Japan, currently, 20% of IQOS users have switched to the ILUMA series. Additionally, 20% of ILUMA users are new users who had not previously used IQOS. TEREA is also experiencing rapid growth, capturing 8% of the heated tobacco stick market share within three months of its launch. The release of ILUMA ONE is expected to accelerate the conversion of older IQOS users.