2Firsts, November 21, 2025 —China’s e-cigarette exports showed a strong rebound in October 2025, with total shipments reaching USD 1.098 billion, up 24.8% month-on-month (MoM) from September’s USD 879 million and 23.7% year-on-year (YoY) compared with USD 888 million in October 2024. The recovery was driven primarily by robust demand from the United States and improving shipments to several Asian and European markets.
The United States remained the dominant destination, with exports rising to USD 590.97 million, an increase of 54.1% MoM and accounting for 53.8% of total monthly growth. Although no YoY comparison is available for individual countries, the U.S. continues to serve as the anchor market, strengthening China’s export concentration.
The United Kingdom, the second-largest destination, recorded USD 72.03 million, falling 20.0% MoM, marking a sharp correction from September. Germany, ranking third, rose 14.9% MoM to USD 53.91 million, supported by a gradual recovery in European retail inventories.
Among Asian markets, South Korea declined 2.6% MoM to USD 34.41 million, while Japan registered a deeper contraction of 13.3% MoM, reflecting softening demand and tighter inventory cycles. In contrast, Malaysia saw exports climb 23.2% MoM to USD 34.38 million, making it one of the strongest performers in the region. The United Arab Emirates, a major re-export hub, increased 5.4% MoM to USD 36.74 million.
Several smaller European destinations posted significant gains. Russia rose 20.6% MoM, while Croatia increased 22.8% MoM, marking its second consecutive month within the top 10 and confirming its rising importance in the regional distribution network.
Export concentration increased notably, with the top 10 markets accounting for 83.11% of the total export value, up from 79.93% in September, reflecting a stronger reliance on major markets for overall monthly performance.
October marked one of the strongest export months of 2025, supported by robust U.S. consumption, renewed momentum in Southeast Asia, and recovering shipments to selected European markets. The combination of strong MoM and YoY growth underscores the continued resilience of China’s e-cigarette export sector despite varying regulatory conditions across global markets.
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