
L-R: Yusuke Kawabata, Regional Sales Director, Tobacco Business Japan, Japan Travel Retail; Faye Bartle, Editorial Director, TRBusiness; and Hadi Sleiman, Director of Corporate Affairs & Communications, JTI GTR.
Japan Tobacco International (JTI) is poised to capitalise on the fast growth of the heated tobacco segment – which JT Group forecasts to be worth more than US$40 billion by 2035 – with its ever-evolving Ploom device and by making global travel retail (GTR) a key part of the strategy. TRBusiness discovers more on location in Japan…
With its striking visuals, inviting layout and speedy personalisation services, JTI’s Ploom boutique with Japan Travel Retail (JTR) at Narita International Airport (NRT) Terminal 2 invites adult travellers to take a pause in their airport journey to discover a sleek and sensory retail experience – as TRBusiness did in October as part of a trade media tour hosted by JTI.
Just like its sister store in T1, the Ploom shop is the launchpad for the new Ploom Aura device, which made its GTR debut at the hub with JTR in July. Two colour variations of Ploom Aura are available through the retailer – Jet Black and Rose Gold – and, at the time of the launch, a selection of front panels with fabric back covers were exclusively stocked.
The fourth-generation device (following S, X and X Advanced) has since been introduced at Tokyo Haneda (HND), Kansai (KIX), Chubu (NGO), Fukuoka (FUK), Naha (OKA) and Shin-Chitose (CTS) airports, as well as in the Lotte Ginza downtown duty-free store in Tokyo. The flagship Narita offering, however, exemplifies how JTI visions activating heated tobacco in travel retail to the best effect.
Crucially, this is because the stores benefit from being complemented by Ploom lounges (there are two at NRT), which give adult travellers the opportunity to have a tasting experience and discover the flavour lineup from Mevius and Camel heated tobacco sticks (HTS) that are available alongside the device (tobacco regular, menthol, berry, citrus and pear, among others), though these are currently being phased out in favour of Evo HTS, which have been optimally designed for Ploom Aura. What’s more, trained Ploom ambassadors are on hand to offer complementary trials, provide detailed information and assist with purchases.

L-R: Kaei Shi, Retail Sales Rep., JTR; Hiroki Nakatsuka, SRP, JTR; Milika Kalyati, Manager, Corporate Affairs & Communications, JTI GTR; Keiichi Yakumaru and JingWei Wang – Ploom experts at JTR; Hadi Sleiman, Director, Corporate Affairs & Communications, JTI GTR; Yusuke Kawabata, Regional Sales Director, Tobacco Business Japan, JTR; and Taro Taniguchi, Marketing Staff, JTR.
A fast-growing segment
The curated spaces and thought that has gone into tapping into how travellers navigate the airport is impressive – and it’s a smart business move. The heated tobacco segment currently delivers an 11% share of tobacco industry net revenues globally, according to a JT Group estimate. This is expected to rise to a 17% share in 2030 and a sizeable 22% share in 2035, at which point the company expects it to generate more than US$40 billion out of a US$200 billion total tobacco pie. It is, therefore, clear to see why the company is investing in the segment – especially considering the forecast shows that the share of revenue from combustibles is set to decline from 75% in 2025 to 62% in 2035.
With JT Group’s FY2024 revenue hitting JP¥3,149.8 billion (approximately US$20.4 billion*) – 92% of which is from its tobacco business (JP¥2,896.6 bn/approx. US$18.8 bn*) – the value of having a smart heated tobacco segment strategy is set to play a significant role in the company’s fortunes moving forward.
Hence, JT Group is investing a sizeable JP¥650 billion in reduced-rick products (RRP), primarily for Ploom, from 2025-2027. In a highly regulated market, however, the growth trajectory – and the ways in which stakeholders can seek to maximise ROI alongside delivering educational and awareness opportunities to adults in the travel retail space – is nuanced.

The Ploom pop-up shop at Narita International Airport T2.
“Although the overall tobacco market (excluding China) is expected to shrink in volume, sales revenue is expected to continue to grow,” Hadi Sleiman, Director of Corporate Affairs and Communications, JTI GTR, told TRBusiness. “Of these, the RRP market is expected to grow significantly both in terms of volume and sales revenue, and within RRP, HTS is considered to be the segment with the greatest potential for sustained profit pool growth.
“On the other hand, it is expected that combustibles will remain the largest category in terms of both volume and sales revenue for the next 10 years. Based on this, JTI will focus management resources on HTS and combustibles, which are the most important categories, to achieve medium- to long-term profit growth.”
Strategic rollout
As TRBusiness learnt during a presentation at the JTI HQ in Tokyo, JTI has the third largest tobacco sales volume in the world (excluding China National Tobacco Corp), with its portfolio – which includes Winston, Camel, Mevius, LD and Ploom – available in more than 130 countries. Key markets outside of Japan (41.2%), by share of sales volume, include Taiwan (51%), the Philippines (49.7%), the UK (43.1%) and Russia (37.4%).
The plan for heated tobacco mirrors this closely, though initial focus markets for GTR are, of course, Japan – which has a high take-up of HTS (around 43% of adult nicotine users, according to JTI estimates, compared to single-digits elsewhere around the world) and where vaping is not permitted – as well as Switzerland and Dubai.
Figures from Japan Travel Retail also speak to how the market for smokeless products is evolving. RRP provides a 35.9% share of JTR’s tobacco sales, with 63.8% being combustibles (across its five main airports HND, NRT, FUK NGO and KIX).

Personalisation services at the Ploom pop-up shop at Narita International Airport T2.
Visiting NRT to meet with JTR as part of the trip proved invaluable in understanding how the airport plays a key role in this dynamic with its high share of international passengers (pax) and mix of nationalities passing through. The hub serves 33% of JTR’s total pax exposure, with the largest nationality groups, aside from Japanese travellers, being Chinese, Taiwanese and Korean.
Recently, a fresh prospect has arisen to build brand affinity among Taiwanese adult travellers.
“The approval for the sale of Ploom in Taiwan, combined with the strong presence of Taiwanese travellers in Japan, presents a significant opportunity to boost HTS sales through Japan’s travel retail channels,” Yusuke Kawabata, Regional Sales Director, Tobacco Business Japan, JTR, told TRBusiness. “Taiwanese consumers are already familiar with HTS products and often view Japan as a trusted shopping destination. By offering targeted promotions, exclusive travel editions, and multilingual marketing in key Japanese airports, brands can capture this high-value customer segment and drive incremental sales both in travel retail and post-trip purchases.”
A distinctive showcase
A point to note is that, currently in Japan, there’s no requirement for health warning images on HTS products, meaning more space for branding and/or educational messages on the cartons.

Left: More than two million Ploom Aura devices had been sold (domestic and travel retail). Right: JTI has come a long way since it first launched HTS in 2019.
“At present, there are no formal indications that Japan will introduce health warning images on HTS products in the near term,” said Kawabata. “Japan’s regulatory approach to HTS remains distinct from that of traditional tobacco, focusing more on product safety and quality standards. Brands remain agile and prepared to adapt to potential policy changes.”
The shops and lounges at NRT feel like a joined-up experience, yet with a clear path to purchase.
Kawabata explained the thinking behind the concept: “The trading environment for HTS in JTR (or travel retail as a whole) is set to become more dynamic and experience-driven, shaped by growing consumer demand for innovation, personalisation, and reduced-risk products.
“As regulations stabilise and awareness increases, travellers will seek premium, tech-forward products with clear quality assurances and sustainability credentials. Going forward, immersive retail experiences – such as interactive product demos, digital engagement, and exclusive travel editions – will be key to attracting and retaining HTS consumers in the travel retail space – most of which we are already offering through our Ploom activations in Japan Travel Retail.

Catching the bullet train to Kyoto.
JTR says the Ploom Aura activation underscores its long-term commitment to being a leader in the HTS segment – not just in Japan, but globally – through ‘proactive, bold and dynamic brand experiences coupled with innovative and current, consumer-centric propositions’.
“Additionally, it includes state-of-the-art, digital interactive visuals and touchpoints positioned in designated spaces throughout the airports, a Ploom flagship store, as well as pop-up and high-profile promozone,” said Kawabata. “Also, look out for the launch of the Ploom Club online shop – coming soon to Japan Travel Retail.”
Tasting lounge evolution
At the time of writing (October 2025), more than two million Ploom Aura devices had been sold (domestic and travel retail). More than half of Ploom Aura customers have been converted from previous customers.

A glimpse inside the JT Group factory in Kansai.
JTI has invested in smoking lounges for decades but its latest crop, like the ones at NRT, are advancing how they can be leveraged in the channel.
“As we expand our commitment to Ploom, our latest innovation in the RRP category, we’re redefining what the modern smoking lounge can be,” said Sleiman. “Over the past 12 months, we’ve developed a new and forward-thinking dual lounge concept, representing an exciting new chapter in the enhancement of an inclusive travel experience for all adult consumers.
“These dual lounges bring together dedicated zones for both heated tobacco (Ploom) and combustible products (such as Winston, Camel, Mevius), creating – for the first time – a truly unique, differentiated, consumer-first environment that reflects the evolving preferences of adult tobacco consumers.
“Our strategy emphasises flexibility, visibility and inclusivity. Whether through dual lounges offering a balanced mix of heated tobacco and combustible products, or through dedicated Ploom corners seamlessly integrated within existing lounges, every space is designed to elevate the brand experience and meet consumers wherever they are.”

The JT Group factory in Kansai.
The move is designed to amplify the presence of these dedicated spaces to legal-smoking-age travellers. Said Sleiman: “At its core, the vision of this next-generation lounge is about inclusiveness – providing welcoming spaces that cater to diverse and varying preferences, while continuing to innovate and adapt to the future of tobacco consumption.”
Factory settings
While in Japan, TRBusiness visited the JT Group factory in Kansai, which is just two hours’ away by bullet train, to learn more about the production process (see the online version of this article at TRBusiness.com for a video showcasing the inner workings of the factory).
Witnessing the sheer amount of Evo HTS rolling off the production line provided a clear visual of JTI’s future intentions.
“As JTI-GTR, we look forward to increasingly rolling out Ploom Aura based on market demand, but also leaning on experiences and lessons from the 28 markets where previous versions of Ploom were launched,” summarised Sleiman. “JTI GTR has already witnessed successful launches of Ploom Aura in travel retail in Japan, Switzerland, and, more recently, in Dubai/the UAE and the Czech Republic. Keep watching this space for more similarly exciting launches in the weeks to come.”
*Based on average exchange rates for 2024.

This feature first appeared in the November/December 2025 issue of TRBusiness. Click here to read the full version, including comments from Ian Jones, VP, R&D Scientific Product Assessment Center, on the science behind Ploom Aura (RRP US$50) and heated tobacco sticks (HTS).
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