BAT to Launch glo Hilo in Japan on June 9, Alongside Exclusive virto Sticks

Jun.04

BAT Japan has announced that its latest heated tobacco device, glo Hilo, will debut in Miyagi Prefecture on June 9, 2025, together with its dedicated virto sticks. Notably, Miyagi was also the launch site for the g

According to Japanese media outlet ORICON NEWS, British American Tobacco Japan (BAT Japan) has announced that their latest heated tobacco device, glo Hilo, will officially go on sale in Miyagi Prefecture, Japan on June 9th. The exclusive podvirto will also be released simultaneously.

BAT Japan company announced that the device will be sold with a new dedicated pod "virto," starting from June 9, 2025, at major convenience stores in Sendai City and the official glo website, targeting consumers residing in Miyagi Prefecture.

It is noteworthy that Miyagi Prefecture is the starting point for GLO's sales in the Japanese market, said Luciano Comin, Chief Marketing Officer of BAT.

"We are very excited to launch glo Hilo in the Japanese market. Since its debut in Sendai in 2016, glo has been in the Japanese market for 9 years. Returning it to its birthplace holds great significance. Throughout the over 10-year journey of developing new category products, we have not only transformed the entire innovation ecosystem, but also completely reshaped the market product portfolio by introducing attractive products that meet consumer needs. We believe that glo Hilo will bring an unprecedented new experience to Japanese consumers and create an innovative platform for experiencing high-end tobacco flavors."

Starting June 14th, consumers can also purchase glo Hilo and virto at the pop-up store in Sendai.

References:

[1] BATが新デバイスglo(TM) Hiloを宮城県で発売

Also Read:

[1] BAT H1 2025 Trading Update: Velo Volume Share Hits 29.7%, Vuse Revenue Falls 15%, glo Hilo Set for Broader Expansion

[2] BAT Launches New HTP Device 'HILO' Series, Debuts in Serbia with EasySwitch Pen

[3] BAT Unveils New HTP Product Plans at Capital Market Day

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

Philippine police seize illegal cigarettes and e-cigarettes worth USD 206,400, arrest four suspects

CIDG-Laguna Provincial Field Unit seizes $200k worth of illegal cigarettes and e-cigarettes, arrests four suspects. PNP vows to continue crackdown.

Nov.28 by 2FIRSTS.ai

Number of Vapers in Britain Surpasses Smokers for the First Time, Government Tightens Nicotine Regulations

For the first time, more people in Britain now vape than smoke. According to the Office for National Statistics (ONS), 10% of adults (5.4 million) regularly use e-cigarettes compared with 9.1% (4.9 million) who smoke cigarettes. The government credits vaping for the decline in smoking but plans tougher rules through the Tobacco and Vapes Bill, including a generational smoking ban and restrictions on nicotine pouch flavours, packaging, and sales.

Nov.05 by 2FIRSTS.ai

Pakistan Advances E-Cigarette Legislation: Proposed Minor Sales Ban, Limits on Public Use and Ads

A Pakistani senator has introduced a bill to ban sales of e-cigarettes and e-shisha to under-18s, prohibit their use in public places, and restrict advertising, promotions, and sponsorships to limit youth exposure to nicotine products.

Oct.10 by 2FIRSTS.ai

WHO Chief Warns of E-Cigarette Threat to Youth as COP11 Opens in Geneva

More than 1,400 delegates from 162 Parties convened in Geneva on November 17 for the Eleventh Session of the Conference of the Parties (COP11) to the WHO Framework Convention on Tobacco Control (WHO FCTC). WHO Director-General Tedros Adhanom Ghebreyesus opened the session with a stark warning: tobacco and nicotine companies are targeting schools as the “new front line” to recruit a generation of addicts through e-cigarettes and nicotine pouches.