Philip Morris International launches IQOS Iluma i with Japan Duty Free

By Faye Bartle |

IQOS Iluma i

IQOS Iluma i at Narita International Airport T1.

IQOS Iluma i Prime and IQOS Iluma i One – two out of the three devices in the new series that are available in the country – are now presented in a number of Japan Duty Free’s locations, including at Kansai International Airport and Narita International Airport.

Key features of the devices include PMI’s bladeless Smartcore Induction System and a touch screen on the holder that allows users to sview experience-relevant information quickly and easily.

There’s also a handy new pause mode, as well as flexible puff and battery features.

Furthermore, the door for IQOS Iluma i is made from aluminium produced with renewable energy and the inner textile layer of IQOS Iluma i’s Prime leather-like wrap is made of 100% recycled plastic.

“We are delighted to launch IQOS Iluma i in Japan Duty Free locations and to bring the latest and most innovative IQOS to legal age travelling consumers,” said Beste Ermaner, Vice President PMI Duty Free.

“Furthermore, this launch marks the 10-year anniversary of IQOS originally launching in Japan in 2014.

“We are extremely proud to celebrate 10 years of IQOS innovation providing better alternatives to cigarettes.”

IQOS Iluma i

Left: IQOS Iluma i in Freeze Bue. Right: Beste Ermaner, Vice President PMI Duty Free.

IQOS Iluma i is the latest addition to PMI’s growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.

It builds on PMI’s range of ‘better alternatives to cigarettes’, which comprises multiple generations of IQOS.

“We leverage science, world leading brands and commercial capabilities to provide better alternatives to our consumers,” said PMI CEO Jacek Olczak.

“This anniversary [of IQOS launching in Japan] provides an opportunity to renew our smoke-free vision and our ambition for two-thirds of our total net revenue to come from smoke-free products by 2030.

“IQOS Iluma disrupted the category by introducing induction-heating technology that heats tobacco from within, to provide a consistent taste experience, no tobacco residue, and no need to clean the device.

“Today, we take IQOS to new heights, with the launch of IQOS Iluma i—the latest innovation in our smoke-free portfolio, offering a range of advanced features for a clean, seamless, and more flexible experience.”

IQOS Iluma i

IQOS Iluma i corner at Kansai International Airport.

Over 10 years, net revenues for IQOS have surpassed those for Marlboro.

In Japan, nearly one-third of adult smokers are using IQOS¹ and cigarette sales have declined more rapidly since heated tobacco was launched, according to PMI.

Today, there are 25 markets where PMI’s smoke-free product revenues exceed 50% of total net revenue, including Bulgaria, Czech Republic, Denmark, Greece, Italy, Poland and Romania.

“IQOS Iluma i is our most innovative offering to date and the new flagship in our portfolio of scientifically substantiated, heat-not-burn smoke-free systems,” said Bertrand Bonvin, President Heat-Not-Burn Platforms at PMI.

“Like previous IQOS devices, it emits, on average, 95% lower levels of harmful chemicals compared with cigarettes.²³

“We are proud that consumer feedback continuously fuels our innovation, and IQOS Iluma i is a testament to that.”

READ MORE: PMI extends IQOS smoke-free portfolio to 34 additional duty free markets

READ MORE: Edvinas Katilius departs PMI Duty Free; Beste Ermaner named Vice President

READ MORE: Philip Morris introduces IQOS corner at newly refurbished Kansai Airport T1

1. HTU city offtake share [Q3, 2023] of total cigarettes and HTUs. Source: PMI Financials or estimates.
2. Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults.
3. ”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). See Important Information on


MAN 'very sorry' after power spike cancels flights

Manchester Airport (MAN) Managing Director Chris Woodroofe has issued an apology to passengers...


Arnaud Lagardère reinstated as Chairman and CEO of Lagardère

On the proposal of Jean-Christophe Thiery, who had been appointed to the position on a...

Asia & Pacific

Thailand set to end on-arrival duty free at airports

Airport duty free arrivals shops are to be shuttered across Thailand in a move that will choke...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend