As a long-time tracker of global tobacco and next-generation nicotine trends, 2Firsts captured a highly significant signal at InterTabac 2025 in Dortmund, Germany: this traditional cigarette enterprise, famed for its “Double Happiness” brand, publicly unveiled its next-generation tobacco and health-and-wellness offerings for the first time. For Industry, this was more than a product debut — it was symbolic: a centenarian firm attempting to engage with global trends. The fact that Hong Kong Nanyang Brothers Tobacco chose this moment to step onto the international stage for its first showing lends additional historical weight to the event.
History and Heritage: Unpacking the Traditional Enterprise
Founded in Hong Kong in 1905, Hong Kong Nanyang Brothers Tobacco became one of China’s earliest and longest-standing national tobacco enterprises. Its “Double Happiness” brand embodies cultural symbols of celebration and good fortune for Chinese consumers and was among the first Chinese tobacco brands to gain recognition in overseas markets.
Over the past century, the fortunes of Hong Kong Nanyang Brothers Tobacco have been closely intertwined with the development of China’s modern industry. It witnessed the rise and turbulence of national capital and, in the 1980s, was incorporated into Shanghai Industrial (Group), which provided a broader capital platform and opportunities for international expansion.
From Booth to Big Picture: Product Transition and Industry Takeaways
At this year’s InterTabac in Hall 9, Hong Kong Nanyang Brothers Tobacco’s booth (9.B18) stood out. With a clean, modern design centered on white, the space projected a more international sensibility. This stylistic shift was itself a statement, signaling the company’s intention to participate in industry dialogue in a more globalized manner.
According to on-site observations by 2Firsts, Hong Kong Nanyang Brothers Tobacco launched multiple new products during the fair — not only covering e-cigarettes, NicPouch Strip, and Heated Not Burn (HNB), but also extending into health-and-wellness categories. These releases echoed the booth’s minimalist, contemporary design language, highlighting strong design acuity and forward-looking intent.
2Firsts noted that staff repeatedly emphasized the “harm reduction” concept when introducing the new products, stating that the intended users are adult smokers, with the goal of facilitating switching through next-generation alternatives. At a deeper level, Hong Kong Nanyang Brothers Tobacco’s concentrated appearance at InterTabac carries significance that goes beyond any single company.
When a traditional cigarette firm with a hundred-year history begins systematically engaging with e-cigarettes, HNB, NicPouch Strip, and wellness vaporization, it sends a clear signal: next-generation products are shifting from edge-case innovation to the industry mainstream, and their reshaping of the global tobacco landscape has become irreversible.
Viewed globally, this move is not isolated. Philip Morris International has secured a strong foothold in HNB via IQOS; British American Tobacco and Japan Tobacco continue to invest in e-vapor and HNB respectively, while also exploring “health-and-wellness” directions. Now, with the entry of Hong Kong Nanyang Brothers Tobacco, the competitive landscape grows more diverse, suggesting new variables are emerging for the sector.
Strategic Reading: Why Now?
Why did Hong Kong Nanyang Brothers Tobacco choose 2025 to enter the next-generation tobacco arena? Several factors are at play.
First, conventional cigarette volumes continue to decline worldwide. In both the West and Asia, tighter regulation and public-health imperatives have made next-generation products the primary engine of growth. Global market data support this trend. In 2023, the global e-vapor market exceeded USD 60 billion and is projected to approach USD 100 billion within five years, with a near double-digit compound annual growth rate. Meanwhile, over 90% of the world’s e-vapor products are manufactured in Shenzhen, placing China at the heart of the supply chain.
Second, HNB and NicPouch Strip products are also expanding rapidly. In parts of Europe and Japan, Philip Morris International’s market share has surpassed that of conventional cigarettes; in the United States, sales of NicPouch Strip have doubled over the past three years, topping 400 million cans in 2024, and growing much faster than traditional alternatives. In 2025, the FDA authorized 20 ZYN products, further cementing the legal status and market potential of the NicPouch Strip segment.
Against this backdrop, Hong Kong Nanyang Brothers Tobacco’s decision to make its next-generation international debut in Dortmund aligns with industry dynamics. It is both a response to the current state of the market and a proactive bet on future growth pathways.
Finally, synthesizing the available information, it is reasonable to infer that the group backing is providing strong, enabling support. As part of Shanghai Industrial, Hong Kong Nanyang Brothers Tobacco enjoys advantages in funding, channels, and international cooperation. This means the company can not only introduce new consumer-facing products, but may also make breakthroughs in R&D, supply-chain integration, and compliance systems. This “dual advantage” forms a solid foundation for Hong Kong Nanyang Brothers Tobacco’s development and is an important safeguard for steady progress amid industry competition.
Industry Takeaways and Challenges
Hong Kong Nanyang Brothers Tobacco’s appearance offers several key takeaways for the industry.
First, traditional tobacco enterprises must face the next-generation wave head-on. If even a century-old company is actively transforming, emerging firms cannot ignore market shifts. This debut demonstrates that even the most venerable brands are seeking ways to connect with future trends.
Second, competition in next-generation tobacco will become even more complex. E-vapor remains the largest sub-segment, propelled by both multinational giants and Chinese manufacturing, making it one of the fastest-growing areas globally. The entry of Hong Kong Nanyang Brothers Tobacco implies a more diverse field of participants. The company may leverage the “Double Happiness” brand equity to enter international markets, and, via the Shanghai Industrial platform, differentiate through R&D, compliance, and channel expansion.
Challenges, however, are equally significant. The first is regulatory barriers. Western markets are imposing ever-stricter limits on flavors, packaging, and advertising; newcomers must possess robust compliance capabilities. The second is consumer positioning. The key question is how to maintain the traditional “Double Happiness” brand assets while building a new brand that resonates with younger adult users. Finally, there is technology and product strength. R&D and manufacturing for e-vapor, HNB, and oral films require sustained investment; weaknesses in any area could undermine competitiveness.
From a global perspective, Hong Kong Nanyang Brothers Tobacco’s debut also underscores the importance of the “China factor” in next-generation tobacco. Whether through Shenzhen’s supply chain or the international profile of a Hong Kong brand, Chinese enterprises enjoy unique points of entry. This identity shift is significant not only for Hong Kong Nanyang Brothers Tobacco but also as a model for the broader internationalization of China’s tobacco sector.
Conclusion: An “International Breakthrough” for a Traditional Brand
Hong Kong Nanyang Brothers Tobacco’s debut at the Dortmund fair was more than the unveiling of a few products; it was a symbolic gesture that traditional tobacco enterprises are aligning with the industry’s transition.
What it carries is the convergence of tradition and modernity, history and the future. This marks a new chapter for Hong Kong Nanyang Brothers Tobacco itself and a microcosm of the global tobacco industry’s evolution. Whether it can secure a stable position amid fierce competition remains to be seen.
As observers, we believe this is not only a first showing but potentially the starting point of a new journey for a century-old tobacco brand. Its next steps will determine how tradition and the future truly join hands.
For more on-the-ground coverage, visit the2Firsts InterTabac Special Section.
