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

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

Nicotine Pouch Brand VELO and McLaren Unveil Special Livery for the Abu Dhabi Grand Prix

According to PRNewswire, VELO and the McLaren Formula 1 Team have unveiled a special livery for the Abu Dhabi Grand Prix, co-created by nine superfans from around the world. The design forms the highlight of the “Live Your Fandom” campaign, reflecting memorable fan stories and celebrating the global McLaren community.

Dec.04 by 2FIRSTS.ai

Russia’s Vape Market Squeezed by Excise Hikes and Criminal Marking Rules

According to Business FM, Russia’s vape and e-liquid supply has tightened since mid-Aug; by early Oct top liquids had largely disappeared and prices rose ~50% vs early summer. Shops cite a two-year excise hike to RUB 44/mL and, from Aug, criminal liability for unmarked goods (large-scale from RUB 100k), prompting withdrawals. Some chains report compliant substitutes. A bill would let regions ban vape sales.

Oct.30 by 2FIRSTS.ai

Product | Three Power Levels + “2+10” Setup: ELFBAR JoinOne Series Launches in UK Retail

ELFBAR rolls out the JoinOne15 Classic prefilled replaceable-pod kit, now listed across multiple UK e-commerce channels (some pages marked “coming soon”). The device uses a “2 ml prefilled pod + 10 ml refill container (‘2+10’)” system, supports three power levels, and claims up to 15,000 puffs in combined use. The kit is priced at £12.99, with matching “2+10” refill pods at £7.99.

Nov.03 by 2FIRSTS.ai

RLX Technology Inc. (NYSE: RLX) Q3 2025 Financial Results: Net Revenue US$158.6 Million; International Business Accounts for 72%

RLX Technology Inc. (NYSE: RLX) announced its unaudited financial results for the third quarter of 2025. The company reported net revenue of RMB 1.13 billion, up 49.3% year-on-year, and adjusted net profit of RMB 295.4 million, up 1.4% quarter-on-quarter. International business contributed 72% of total revenue, reflecting robust financial performance and continued shareholder returns.