Japan Tobacco heats up global expansion

TOKYO - Japan Tobacco International (JTI) continues to heat up its global expansion as it aims to bring its innovative heated tobacco product, Ploom, in 40 markets.

- By LAWRENCE AGCAOILI

Akira Yamaguchi, director for reduced-risk products (RRP) at JTI, told visiting journalists that the company intends to grow its global market to 40 by 2026 under its Business Plan 2024 - Ploom X Geo-Expansion.

"Now, as of today, Ploom X is available in 24 markets. And by end-2026, we are aiming for 40 markets. We are on track to achieve this milestone," he said.

JTI has managed to expand its global market for Ploom from only 13 in 2023. RRPs are tobacco products that are intended to be less harmful to smokers than traditional cigarettes.

It recently made Ploom available in the Philippines.

Ploom is the fastest-growing heated tobacco product in Japan and is broadening its footprint in key European markets like the United Kingdom, Italy and Spain.

Ploom's entry into the Philippine market underscores JTI's commitment to provide adult smokers with high-quality choices to satisfy their needs.