JTI launches duty free exclusive brand for Mainland Chinese

By Charlotte Turner |

JTI (Japan Tobacco International) has launched Sheng Xiao, its first cigarette brand dedicated to the Chinese traveller, at Singapore Changi Airport.


Sheng Xiao is the first JTI global Chinese tobacco brand available exclusively in duty free shops in ‘key strategic’ international airports. Sheng Xiao is inspired by Chinese astrology and forms part of JTI’s strategy to tap into the increasingly growing numbers of mainland Chinese travellers.


JTI says Sheng Xiao offers a new alternative to other prestige Chinese brands of cigarette in duty free, not only catering for the gift-giving culture of Chinese travellers, but it also capitalising on their increased spending power.


“In 2014, the Year of the Horse, JTI’s Chinese tobacco brand Sheng Xiao is born” says David Francis, JTI WWDF VP and General Manager, ”Sheng Xiao’s prestige product positioning and packaging will satisfy Chinese buyers’ who like to offer exclusive, luxury products as gifts.”


Sheng Xiao, deeply rooted in Chinese culture and commonly known around the world as the “Chinese Zodiac”, is a tradition used to determine a person’s destiny through various astrological factors. Based on a 12-year cycle, each represented by a specific animal, it applies to every Chinese person regardless of race, gender, age, religion and social status.


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