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Japan Tobacco International (JTI) has launched a new Chinese cigarette brand to be sold exclusively in duty free. Sheng Xiao will be positioned in the prestige segment and will be available at key strategic airports around the world.
The company said the brand, targeting high-spending Chinese travellers, is intended to offer an alternative to other prestige Chinese brands available in duty free. It is part of JTI’s strategy to tap into rapidly growing numbers of travellers from Mainland China.
Sheng Xiao, translated as the Chinese Zodiac, features a highly ornate pack and aims to capitalise on the spending power and strong gift-giving tradition of Chinese travellers.
JTI Vice President and General Manager Worldwide Duty Free David Francis noted the brand’s launch date in the Chinese Year of the Horse, adding: “Sheng Xiao’s prestige product positioning and packaging will satisfy Chinese buyers’ who like to offer exclusive, luxury products as gifts.”
