Glo Hyper, Second Release Country After Japan Selected as 'Korea'... Scheduled for Release in the Second Half
Glo Pro Sales Continue to Increase... BAT Korea "Will Not Rush New Product Launch"
[Asia Economy Reporter Lee Seon-ae] BAT's new heated tobacco products, 'glo hyper' and 'glo nano,' have completed preparations for their entry into the Korean market and are currently reviewing their launch timing. Although they are scheduled to arrive in the second half of the year, the domestic response to 'glo pro' is currently strong, so BAT plans to monitor sales trends before sequentially introducing 'glo hyper' and 'glo nano.'
According to BAT on the 10th, 'glo hyper' was first launched in April in Japan, the largest market for heated tobacco products, where it has gained tremendous popularity. This product, sold exclusively in Japan worldwide, features an increased thickness of the 'neo stick' used in the existing 'glo series,' delivering a flavor and satisfaction closer to that of original cigarettes. With Korea selected as the second country for release after Japan, it will be available in the domestic market in the second half of the year.
Launched first in Japan in September last year, 'glo nano' is a smaller version of glo, allowing for 10 consecutive uses per single charge. The charging time has also been reduced to one hour. Considering BAT’s pattern of launching new heated tobacco products first in Japan or Korea before other countries, industry insiders believe the domestic launch of 'glo nano' is imminent. Notably, for 'glo hyper,' BAT even considered a world-first launch in Korea, focusing on the growth trend of the Korean heated tobacco market.
A BAT Korea official stated, "To meet consumer needs, the launches of 'glo hyper' and 'glo nano' in Korea will take place sequentially in the second half of the year. However, since 'glo pro' is selling well, we will not rush the launch and will consider this factor." Previously, BAT Korea recruited general consumers to conduct product testing for 'glo hyper.' Trademark registrations for 'glo hyper' and 'glo nano' have already been completed with the Korean Intellectual Property Office.
'glo pro,' launched in the domestic market in December last year, features an 'induction heating system' with a boost mode that drastically reduces heating standby time to 10 seconds, providing a more satisfying experience without waiting. It has been praised for maximizing the potential of the existing neo stick and has recorded cumulative sales of 40,000 units within six months of launch. A BAT Korea official emphasized, "Typically, sales drop three months after a new product launch, but 'glo pro' continues to sell well, which is encouraging."
Meanwhile, BAT Korea first introduced the heated tobacco product 'glo' in 2017. The following year, 'glo 2' was launched, and last year, 'glo mini,' 'glo sense,' and 'glo pro' were released consecutively. 'glo mini,' launched in March last year, reflects Korean market customer preferences by significantly improving portability and featuring a powerful battery despite its small size. It received positive consumer feedback due to a 20% reduction in weight and size compared to glo 2. 'glo sense' is a hybrid-type heated tobacco product.
An industry insider said, "As liquid-type e-cigarettes have become controversial, consumers are turning their attention back to heated tobacco products. Since new heated tobacco products have been scarce, it is expected that companies will sequentially launch new products, leading to intense marketing competition."
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