Heaven Gifts’s HNB Brand REJO Launches New Device with Design Strikingly Similar to ELFBAR JOINOne Series

Nov.14

Miracle’s heated tobacco brand REJO has launched its new device REJO CUBE in Dubai. The device’s industrial design is highly similar to the ELFBAR JOINOne series, featuring a left-right magnetic structure and side-mounted screen. Positioning the Middle East as a key market, REJO is moving ahead with local team building and entity setup in the region.

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).

REJO CUBE focuses on industrial design and interactive features｜Image: Business Wire

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.

Left: ELFBAR JOINOne Series; Right: ELFBAR JoinOne15 Classic Pod Kit

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.

Fasoul Q1 vs. GEEKBAR PULSE｜Image: Fasoul

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 “cross-shell borrowing” trend between heated tobacco and vape products｜Image: 2Firsts

The launch of REJO CUBE further reinforces the ongoing deepening of this trend within the industry.

Cover image: Business Wire

References:

[1] REJO Presented Groundbreaking HNB Products at World Tobacco Middle East 2025

Also Read:

[1] Inter Tabac 2025: 2Firsts Provides Exclusive Coverage of New Tobacco Products and Industry Trends

[2] REJO HS40 and TS40: Cutting-edge Heating Device Analysis

[3] Egypt Tops Global Hookah Exports in 2024, with Middle East and North Africa as Key Markets

[4] BAT: Accelerating Smokeless Transition, with MENA as a Global Strategic Focus

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