Quick Takeaways
- Heaven Gifts’s HNB brand REJO unveiled its new heated tobacco device REJO CUBE at WTME Dubai.
- REJO CUBE uses a left-right magnetic structure and side-screen layout, showing strong design similarity to the ELFBAR JOINOne series.
- REJO identifies the Middle East as a key market and is advancing team building and local entity setup in Dubai.
- REJO CUBE further reflects the industry trend of heated tobacco devices increasingly adopting e-cigarette-style designs.
2Firsts, November 14, 2025 — According to Business Wire, Heaven Gifts’s heated tobacco (HNB) brand REJO officially launched its new product REJO CUBE at World Tobacco Middle East (Dubai).
Product photos provided in the report show that REJO CUBE’s external design is highly similar to Heaven Gifts’s e-cigarette brand ELFBAR’s JOINOne Series and JoinOne15 Classic Pod Kit. The device also adopts a left-right magnetic structure and features a small screen on the right side, consistent with the JOINOne Series’ design logic.
As of publication, the product has not yet been listed on the REJO official website.
The report also notes that REJO regards the Middle East as one of its key strategic markets. Its market-entry plan includes establishing partnerships with major regional players, strengthening distribution networks, and carrying out diverse local activities to increase brand visibility. Meanwhile, REJO is progressing with team formation and entity setup in Dubai to meet regulatory and compliance requirements — foundational work is largely complete.
It is worth noting that heated tobacco products adopting e-cigarette-style industrial designs are not new. Previously, Kicnor’s HNB brand Fasoul launched devices that closely resembled its e-cigarette brand GeekBar’s popular Pulse model.
In the 2025 H2 – 2026 Global Vape Product Innovation Trends Report, 2Firsts pointed out an emerging “cross-shell borrowing” trend between heated tobacco and e-cigarette products — HNB devices are becoming more “vape-like” to offer better portability and interaction, while applying mature vape designs to HNB devices helps attract vape users and reduce R&D costs.
The launch of REJO CUBE further reinforces the ongoing deepening of this trend within the industry.
Cover image: Business Wire
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