JTI launches Ploom in Philippines

MANILA, Philippines —  Japan Tobacco International (JTI) expands its portfolio of products available in the Philippines with Ploom, its innovative heated tobacco product.

Ploom is the fastest-growing heated tobacco product in Japan and is broadening its footprint in key European markets like the UK, Italy and Spain. Ploom’s entry in the Philippine market underscores JTI’s commitment to provide adult smokers with high-quality choices to satisfy their needs.

Ploom’s newest device, Ploom X Advanced, employs Japanese engineering in its design and technology. Its HeatFlow™ technology enables true tobacco taste with no smoke, no ash, and less tobacco smell. The design of Ploom X Advanced was also recognized this October by Good Design Award, the only comprehensive design award system in Japan. It is the first time Good Design Award conferred the distinction to a heated tobacco product.

“The year 2024 has been a landmark one for JTI in the market, so it is a very exciting time for us. Having been awarded Top Employer for the third year in a row, we are also the fastest growing tobacco company in the Philippines. With the introduction of Ploom, it is another remarkable milestone as we are proud to be the first in Asia, outside of Japan, to launch the brand – a sign of our commitment to continue building on our expanding market presence,” JTI Philippines general manager John Freda said.

The launch of Ploom signals JTI’s continued commitment to building a business for the long term in the Philippines, following on from major investments in recent years, including its state-of-the-art manufacturing plant in Batangas and the establishment of its Global Business Services (GBS) center in Manila.

Alternative products like Ploom are part of JTI’s continuing evolution and an important step into the future. They are a core pillar of the company’s strategy for business growth and sustainable value creation. The organization plans to invest approximately $3 billion  in alternative products globally, mainly in heated tobacco sticks (HTS), between 2024 and 2026. Bringing fulfilling moments to more consumers, Ploom continues to expand and will be available in almost 30 countries covering 80 percent of the global HTS category by the end of 2024.