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Philip Morris takes cigarette alternative to South Korea

IQOS device embraced in Japan may challenge KT&G

Philip Morris’ IQOS stores in Japan bear resemblance to those of Apple.

LONDON - IQOS, the high-tech alternative to cigarettes produced by U.S. tobacco company Philip Morris International, has been embraced most warmly by Japan among the 25 global markets where it is sold. Now the company will see whether smokers in neighboring South Korea are just as adventurous.

PMI announced Wednesday that it will start selling iQOS devices, which heat rather than burn tobacco which is packed into what resemble mini cigarettes, at two company stores in Seoul on May 27. The rollout will expand to CU convenience stores and other outlets beginning June 5.

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