"Landing in Korea is a Matter of Time"... US MZ Generation Enthralled by 'Itgum Tobacco'

Nicotine Pouches Absorbed Through Gums
Safety Not Verified... "Dangerous for Youth"

Recently, 'ZYN,' known as a 'gum tobacco,' has been gaining popularity among the MZ generation in the United States. However, controversy over the safety of this product is growing.

In the United States, 'Jin (ZYN),' known as 'gum tobacco' among the MZ generation, is gaining popularity. This product, trending mainly on the short video sharing platform TikTok, absorbs nicotine by directly attaching it to the gums instead of inhaling tobacco smoke.
[Image source=TikTok capture]

On the 12th (local time), the Wall Street Journal (WSJ) and others reported that the popularity of 'ZYN,' a nicotine pouch made from nicotine extracted from tobacco plants in solid form, has surged, causing product shortages in the U.S. The price averages $5 (about 6,900 KRW), which is cheaper than the typical cigarette price of $8 (about 11,000 KRW) sold on the market.

ZYN consists of 15 small pouches, smaller than tea bags, contained in a round tin. The pouches contain purified pure nicotine. Users place the nicotine pouch on their gums to absorb nicotine through the gum's blood vessels. Its ease of use allows it to be used anytime and anywhere in daily life, and its slower nicotine absorption rate is an advantage that has increased its popularity. The term 'ZYNfluencer' has even emerged, referring to social media influencers who promote it. On TikTok, numerous videos show people using ZYN while working or exercising, as well as videos of large stacks of ZYN pouches.

Although nicotine pouches are only for adults aged 21 and over, they are reportedly popular among teenagers due to various flavors and social media influence. According to the 2023 National Youth Tobacco Survey conducted by the U.S. Centers for Disease Control and Prevention, 1.5% of middle and high school students used nicotine pouches in the past 30 days. Because of this, health authorities are closely monitoring the use of nicotine pouches. Brian King, director of the FDA Tobacco Products Center, stated, "The FDA remains concerned about tobacco products that appeal to youth and will continue to closely monitor youth use of these products."

Tobacco companies promote nicotine pouches as having a lower risk of respiratory diseases because they do not produce smoke, but clear evidence regarding the safety of nicotine pouches has not yet been presented. While some opinions suggest that using nicotine pouches as smoking cessation aids can help quit smoking, the risk of nicotine addiction still exists. Researchers at the Ohio State University Comprehensive Cancer Center found that nicotine pouches have a weak effect in suppressing smoking cravings and do not aid in quitting smoking. In fact, the researchers confirmed that the desire to inhale nicotine through smoking increases more sharply when using nicotine pouches.

Nicotine pouches contain nicotine salts found in tobacco plants. While nicotine salts may help those who want to quit smoking, they can cause addiction in people who do not use tobacco products. Additionally, it has been found that the flavors used in nicotine pouches may be related to periodontitis.

These nicotine pouches are particularly dangerous for adolescent users. Nicotine can destroy brain cells responsible for attention, learning ability, and memory in adolescents. It can also increase mood swings and nervousness, delay growth and development, constrict blood vessels narrowing the growth plate vessels, reduce calcium absorption, hinder bone growth, and increase the risk of respiratory and lung diseases.

Despite these risks, nicotine pouches have become so popular that some stores are already experiencing sellouts, and many products are out of stock on ZYN's online site. The manufacturer, Philip Morris International, stated, "We are increasing production capacity by building additional production facilities, but the product shortage is not expected to be fully resolved until the end of this year." It is reported that about 340 million cans of ZYN were sold last year alone. The market for ZYN and other oral nicotine products is expected to record sales of $2 billion (about 2.77 trillion KRW) this year.

Lee Sung-kyu, director of the Korea Tobacco Regulation Research and Education Center, expressed concern about ZYN's arrival in Korea in an interview with the YouTube channel 'SBS News,' saying, "Nicotine pouches are a product recently spreading in the tobacco market, so information on health risks is still insufficient." He added, "Snus, which can be considered the predecessor of nicotine pouches, is known to have a four times higher incidence rate of oral cancer compared to conventional cigarettes." He continued, "This product has about four times higher oral cancer incidence than regular cigarettes," and pointed out, "Depending on the type of ZYN, there are various flavors and tastes preferred by teenagers, which could increase youth smoking rates."