2Firsts, September 17, 2025, Dortmund, Germany — InterTabac 2025 will be held from September 18 to 20 in Dortmund, Germany, bringing together around 800 exhibitors from 70 countries. One day before the opening, the 2Firsts team toured the venue for an early look.
A Century-Old Company’s First Step into Next-Gen Tobacco
In Hall 9, 2Firsts observed that Hong Kong Nanyang Brothers Tobacco Co., Ltd. had completed the setup of its booth (9.B18). Established in 1905, the company is best known for its iconic “Double Happiness” brand. For this exhibition, Hong Kong Nanyang Brothers Tobacoo has adopted a minimalist white design, creating a clean and modern atmosphere that conveys a sense of sophistication and international appeal. From certain booth details, it appears that this showcase may be accompanied by the launch of major new products.
From booth preparations, 2Firsts learned that Hong Kong Nanyang Brothers Tobacoo will launch its first next-generation tobacco brand during the exhibition, covering categories such as e-cigarettes, NicPouch Strip, and HNB and potentially extending into wellness-related products. Staff on-site kept details under wraps, saying only: “Come back tomorrow and you’ll see.”
A Signal of Transformation
By introducing next-generation tobacco and wellness products at one of the world’s leading tobacco exhibitions, Hong Kong Nanyang Brothers Tobacoo is sending a clear signal of transformation and upgrade. Founded in 1905 as one of China’s earliest and longest-standing national tobacco enterprises, Nanyang Brothers not only created the classic “Double Happiness” brand but also holds a unique place in the history of China’s modern industrial development. In the early 1980s, the company was incorporated into Shanghai Industrial Group, gaining a new platform for global growth.
Today, the global tobacco industry is undergoing profound change. On the supply side, international tobacco companies and e-cigarette giants are driving innovation, while on the demand side, markets in Europe and the United States are embracing alternatives. Next-generation tobacco is reshaping the global landscape and redefining the industry’s future.
The century-long development of Hong Kong Nanyang Brothers Tobacoo mirrors the rise of cigarettes from niche products to global dominance. This debut in next-generation tobacco marks another moment of alignment with industry transformation, potentially making it one of the highlights of this year’s exhibition.
More Details to Be Revealed Tomorrow
As booth preparations are still underway, 2Firsts has not yet seen the actual products. With the exhibition opening tomorrow, 2Firsts will return to bring readers first-hand coverage directly from the venue. Stay tuned.
