BAT to 2FIRSTS: Making HTPs Affordable to All by Aligning with Retail Price of Japanese Cigarettes

BAT by 2FIRSTS

Jan.12.2024

BAT to 2FIRSTS: Making HTPs Affordable to All by Aligning with Retail Price of Japanese Cigarettes

2FIRSTS analyzes the low-price entry strategies used by British American Tobacco in the East Asian market.

Emma Dean, the Director of the Asia Pacific, Middle East, and Africa (APMEA) Northern Region, responded to 2FIRSTS' report analyzing the unique low-cost entry strategies employed by British and American tobacco companies in the East Asian market, including Japan and South Korea.

Our mission as BAT is to create a better tomorrow (A Better Tomorrow™), dedicated to building a smoke-free future and encouraging adult smokers to switch to lower-risk products than smoking. It is for this reason that we have set the retail price of our HNB products to be affordable compared to traditional cigarettes in Japan.

We will continue to comply with all applicable laws and regulations in the countries where we operate, and develop and commercialize various innovative, high-quality, and reduced-risk alternative tobacco and nicotine products for adult consumers worldwide.

Also Read:

[1] Behind $110M Fine: "Compliance Bills" for BAT, among Other Conglomerates

[2] BAT to Launch New Glo Series Heating Device

[3] Increase in Stake of British American Tobacco by Sage Rhino Capital

#Market #Japan #Heated tobacco products #Asia-Pacific #Retail store #British American Tobacco (BAT)#E-cigarettes and Heated Tobacco Products

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

NZ Issues National High Alert on Etomidate-Laced Vapes After Hospitalisations

New Zealand’s High Alert drug harm monitoring system has issued a public High Alert warning after multiple hospitalisations linked to illicit vape pods containing the anaesthetic etomidate. Known on the street as space oil, k-pods, or eto, these vapes were first detected in January 2025. Customs has since seized additional samples, and clinics nationwide report rising cases of poisoning and hypoglycaemia.

Nov.04 by 2FIRSTS.ai

China’s E-Cigarette Exports Reached USD 879 Million in September 2025, Down 6.08% MoM— U.S. Remains Top Market, Russia Falls Sharply

In September 2025, China’s total e-cigarette exports reached USD 879 million, representing a 6.08% decline month-on-month but a 3.41% increase year-on-year.

Oct.20 by 2FIRSTS.ai

Thai Cabinet Approves NHRC Proposal to Tighten E-Cigarette Regulation

Thailand’s Cabinet approved a National Human Rights Commission proposal to tighten e-cigarette regulation. The Health Ministry was instructed to raise public awareness on vaping risks and amend the 2017 Tobacco Control Act to cover all tobacco products, including vapes and new forms, while enforcing WHO FCTC Article 5.3 to prevent industry interference.

Oct.28 by 2FIRSTS.ai

Special Report | Anti-Vaping Campaign in the Baltics Goes Sideways

2Firsts analyzes vaping regulations across the Baltic states. Following Latvia’s flavor ban, tax revenues fell and the black market expanded, while similar measures in Estonia and Lithuania have also failed to deliver results. The region’s anti-vaping policies are now triggering market imbalance and policy reassessment.