BAT Korea Launches Year-End Promotion for “glo hyper” as Demand for Odorless Heated Tobacco Rises

Nov.12

BAT Rothmans has announced a year-end promotion for its “glo hyper” heated tobacco series in response to growing consumer demand for odorless devices during the cold season. As indoor activity rises, more smokers are shifting to heated tobacco products that produce less smell and ash. Government data show HNB sales grew 8.3% last year, accounting for 18.4% of the tobacco market.

Key Points

BAT Rothmans launches a year-end promotion for first-time buyers of glo hyper.
“neo” sticks feature “StickSeal” technology to prevent tobacco residue buildup.
Heated tobacco market share reached 18.4% in 2024, up eightfold since 2017.
Euromonitor projects market size to reach KRW 5.2 trillion by 2028.

2Firsts, Nov. 12, 2025 — According to Daily Hankook, consumer interest in odor-reducing heated tobacco products (HNBs) is growing rapidly in South Korea as the weather turns colder and people spend more time indoors.

BAT Rothmans announced that it will launch a special year-end promotion for its glo hyper series, offering both online and offline discounts for first-time buyers through the end of the year.

The flagship model, glo hyper pro, features an intuitive EasyView screen and a customizable TasteSelect dial, while the standard glo hyper retains key functions with a simple LED button design for user convenience.

The neo stick range, designed exclusively for the glo hyper line, now includes StickSeal technology, which prevents tobacco residue from falling into the device and ensures a cleaner experience.

Heated tobacco products continue to grow in popularity for their clean use, minimal odor, and lack of ash. According to the Ministry of Economy and Finance, sales of heated tobacco products rose 8.3% year-over-year, reaching 18.4% of the total tobacco market—up more than eightfold from 2.2% in 2017.

Research firm Euromonitor forecasts the domestic heated tobacco market to reach KRW 5.2 trillion (approx. USD 3.9 billion) by 2028.

Image source: Daily Hankook

References:

[1] 궐련형 전자담배 겨울철 주목받는다…BAT로스만스, 연말프로모션 강화

Also Read:

[1] BAT Korea: Neo Heated Tobacco Stick Series Updated with StickSeal Technology and New Packaging

[2] BAT Korea launches Glo 'Live Life in Color' Season 2 brand campaign, featuring interactive activities and new products

[3] Irina Lee Appointed as JTI Korea CEO in 2025

[4] BAT's Korean subsidiary switches Dunhill special packaging to eco-friendly paper

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