Philip Morris International Global Travel Retail (PMI GTR) has launched Terea Kiwami, a limited-edition packaging of its Terea heated tobacco sticks range, in Japan’s travel retail and domestic channels.
The Terea Kiwami Edition – along with seven top-selling Terea SKUs tailored for IQOS ILUMA i devices – is now available across key travel retail locations, including Narita, Haneda, Kansai, Chubu Centrair and New Chitose airports.
According to PMI, Japan is the world’s leading market for heated tobacco products and home to the largest IQOS user base, with over ten million legal-age consumers. IQOS made its global debut in Japan in November 2014.
PMI said the launch underlines a continued commitment to “accelerating a smoke-free future through innovation and consumer-centric solutions”.
The Terea Kiwami Edition was designed by design studio Kyogen, led by master crest artisans Shoryu Hatoba and Yoho Hatoba. Originally artisans who hand-painted Kamon (Japanese family crests) onto kimono, the Hatobas later developed the distinctive artistic technique of ‘Mon-Mandala’, which has been applied to this packaging.
Philip Morris International Global Travel Retail Director of Smoke-Free Products Mami Sakamaki commented, “As a leader in crafting memorable travel retail experiences, we continue to elevate our iconic brands through culturally meaningful activations and premium design.
“The Terea Kiwami Edition reflects this approach with a design inspired by traditional Japanese artistry, offering a unique packaging experience. It’s thoughtfully created to engage travelling adult nicotine users – with a design that resonates with both Japanese and a diverse global legal-age nicotine users.
“With its focus on passion, precision and excellence, Terea Kiwami is a natural fit for the PMI Global Travel Retail environment.” ✈
