To mark World No Tobacco Day 2025, 2Firsts invited Dr. Derek Yach, former Executive Director at the World Health Organization, to share his reflections. In this article, Dr. Yach revisits the origins of WNTD during apartheid-era South Africa, its global rise, and its unfinished mission. He calls on the public health community to more fully embrace tobacco harm reduction and urges the WHO to take stronger leadership in supporting reduced-risk products.

Ahead of World No Tobacco Day, China’s tobacco regulator signaled a push for stricter e-cigarette oversight at a press conference. 2Firsts CEO Alan Zhao noted that regulation is entering a deeper phase, with new focus on export re-entry, international pressure, and the inclusion of herbal vapor products. Authorities also vowed to crack down on illegal operations and unapproved projects.

In an exclusive interview with 2Firsts, former BAT Design Director Jonathon Lister offers an in-depth analysis of the design philosophy and strategic thinking behind glo Hyper Pro. He advocates for design that builds trust, responds to regulation, and conveys values—arguing that the future of novel tobacco products lies not in manufacturing capability, but in cultural judgment and ethical awareness. This is not just the story of a product, but an attempt to reshape the industry's way of thinking

From June, the UK bans disposable e-cigarettes, worth 15,000 pounds seized in Liverpool to combat underage sales.

On July 1, JTI Korea launched the Ploom X Advanced Limited Edition Ora Ito Red, a red heat-not-burn device developed in collaboration with designer Ora Ito. The standalone device is priced at approximately $50.

In a 2Firsts interview, NEX CEO said the company aims to offer HTP solutions globally, leveraging its “sheet” technology. It plans an open ecosystem, partnering with device makers and tailoring products—herbal for Japan/EU, tobacco for Russia/Middle East, and cannabis for the U.S.—to fit local regulations. HTP growth is expected to accelerate.

U.S. website VapeSourcing has released new hookah-style vapes, following trends from the 2025 Dubai Vape Expo. These devices combine hookah and e-cigarette features, with low nicotine, high puff counts, large capacity, and DTL inhalation. Priced at $17–$20, they are now available online in the U.S.

The Philippine Department of Health has partnered with the country's first student-led anti-smoking committee to tackle the surge in youth tobacco and e-cigarette use. The campus-based health campaign focuses on exposing industry marketing tactics targeting young people.

South Korea’s KT&G has announced a 400 million won (approximately USD 290,000) initiative to support tobacco farmers through health checkups and educational training programs. Demonstrating tangible support, company employees also joined farmers in the tobacco harvesting process.

E-cigarettes account for less than 1% of Japan’s market, but demand among young consumers is rising, and alternatives like nicotine pouches are growing rapidly. 2FIRSTS interviewed MK Lab to explore these trends.