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| Philip Morris Korea Managing Director Paik Young-jae speaks about the company's new IQOS ILUMA product during a press conference held at a hotel in Seoul on Oct. 25. Courtesy of Philip Morris Korea |
By Kim Jae-heun
Philip Morris Korea will launch a next-generation e-cigarette, the IQOS ILUMA, next month, the company said, Tuesday.
The new product is equipped with a new type of tobacco heating system, which has no blades and does not require the device be cleaned.
The Smartcore induction system adopted in the device does not burn tobacco but rather heats it inside to offer a consistent, quality smoking experience, leaving no residue after use.
Also, when a customer uses the company's new stick-type tobacco item, the Terra Smartcore Stick, with IQOS ILUMA, the device functions automatically.
"Philip Morris expanding its product portfolio by introducing various generations of IQOS products and continuously seeking innovative items is the key to our commitment to realize a 'smoke-free' future vision," Jacek Olczak, a CEO of Philip Morris International, said.
The IQOS ILUMA series comes in two types: the IQOS ILUMA PRIME and the IQOS ILUMA. The former model features luxurious monotone aluminum material and it comes in four different colors. The latter model adopts a holder made with cutting-edge technology and it comes in five colors. Both products can be used twice consecutively after charging them fully one time.
IQOS ILUMA products will be available at 15 directly managed stores as well as convenience stores in the country starting from Nov. 10.
Paik Young-jae, managing director of Philip Morris Korea, stressed that the company's new e-cigarette is less harmful.
"According to our study, our IQOS ILUMA products emit 95 percent less harmful substances than a normal cigarette, because they heat tobacco instead of burning it," Paik said. "In developed countries such as the United States and the United Kingdom, they recognize e-cigarettes that heat while not burning as alternatives to normal cigarettes. They are better for smokers' health and more countries are admitting it."
Philip Morris International sells non-combustible e-cigarette products in 70 countries as of July 2022. The company says that over 19 million people in the world use its IQOS products.
