KT&G 'Lil Hybrid 2.0' to Launch in Japan on the 26th

[Asia Economy Reporter Choi Saeng-hye] KT&G announced on the 21st that it will launch the heated tobacco product ‘Lil Hybrid 2.0’ and its dedicated sticks ‘Mix’ in Japan through global collaboration with Philip Morris International (PMI). The launch date is set for the 26th.

Japan, the third country after Russia and Ukraine to launch the product, is known as the largest consumer market for heated tobacco products worldwide. The Japanese e-cigarette market has rapidly grown over the past few years amid fierce competition among global manufacturers, and continuous growth is expected going forward.

Unlike Russia and Ukraine, where ‘Lil Solid’ was launched, the Japanese market will see the release of Lil Hybrid 2.0 and the dedicated sticks Mix. The initial products for sale include devices in four colors: ‘Matte Black,’ ‘Cobalt Blue,’ ‘Prism White,’ and ‘Metallic Bronze,’ along with three types of dedicated sticks: ‘Mix Regular,’ ‘Mix Ice,’ and ‘Mix Mix.’

As in previously launched countries, PMI will be responsible for selling KT&G products in the Japanese market, with the product launch first taking place in two regions: Fukuoka Prefecture and Miyagi Prefecture. Additionally, the two companies are conducting global collaboration to expand into as many countries as possible based on successful overseas launches.

Im Wang-seop, head of KT&G’s NGP Business Division, said, “We are deeply moved to launch ‘Lil Hybrid,’ which incorporates KT&G’s proprietary technology and innovation, in Japan,” adding, “We plan to continue providing diverse choices to consumers in overseas markets through ongoing collaboration with PMI.”