ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

Philip Morris fearless about going smokeless

Philip Morris has sold more than 2 million iQOS tobacco heaters in Japan.

LAUSANNE, Switzerland -- "Smoke 'em if you got 'em." For more than a decade, U.S. tobacco giant Philip Morris International has been preparing for the day when the phrase evolves into, "Vape 'em if you got 'em."

Philip Morris started selling its iQOS electronic cigarettes in parts of Japan in 2014 and took them nationwide this past April. As of September, more than 2 million heater units had been sold, raising iQOS' share of the Japanese cigarette market to more than 4%. Miroslaw Zielinski, the company's president for Reduced-Risk Products, said the pace of market penetration is unprecedented.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more