Key Points
- PMI will open its first IQOS global flagship space in Tokyo Ginza.
- IQOS Flagship Ginza is scheduled to open on September 4, 2026.
- The space will combine product experiences, community engagement and Japanese cultural elements.
- Japan remains a key market for IQOS.
- PMI continues expanding experiential retail for its smoke-free portfolio.
2Firsts
July 20, 2026
Philip Morris Japan (PMJ) announced that it will open “IQOS Flagship Ginza” in Tokyo on September 4, 2026, marking the first global flagship space for Philip Morris International’s IQOS brand.
PMJ said the location will target adult smokers aged 20 and above and provide product experiences, brand engagement and community interaction.
The launch represents an expansion of IQOS’s experiential retail strategy in Japan.
PMI Creates First IQOS Global Flagship Space
According to PMJ, IQOS Flagship Ginza is designed as a global flagship experience location rather than a traditional retail store.
PMI said such flagship locations are intended to be placed in iconic city areas and combine local culture, design and hospitality to create brand engagement spaces.
For the Tokyo location, PMJ said the design will draw inspiration from Japan’s natural landscapes, seasonal changes and traditional craftsmanship.
Japan Remains a Strategic IQOS Market
Japan has long been one of IQOS’s key markets.
PMJ said it has operated in Japan since 1985 and currently employs around 1,600 people in the country.
PMI said more than 43 million adult consumers worldwide were using its smoke-free products as of December 31, 2025, and smoke-free products accounted for 43% of PMI’s net revenue in the first quarter of 2026.
The company has positioned IQOS as a core part of its transition away from combustible cigarettes.
Shift From Retail Stores to Experience Spaces
For global consumer brands, flagship locations increasingly serve functions beyond sales, including brand communication, consumer education and community building.
IQOS Flagship Ginza reflects a broader trend among tobacco companies using experiential retail to strengthen engagement with adult consumers.
Such spaces allow companies to provide:
● product demonstrations;
● consumer interaction;
● brand storytelling;
● new product showcases.
PMI Continues Smoke-Free Strategy
PMI has positioned its “Smoke-Free Future” strategy as a central part of its business transformation.
The company said it has invested $16 billion since 2008 in developing, scientifically evaluating and commercializing smoke-free products.
PMI’s portfolio includes heated tobacco products and other smoke-free nicotine products.
The company said certain IQOS products have received regulatory authorization from the U.S. Food and Drug Administration, including modified risk tobacco product (MRTP) authorizations for some products.
Existing IQOS Ginza Store to Close
PMJ said the existing IQOS Store Ginza will close on August 30, 2026, ahead of the opening of IQOS Flagship Ginza.
The move represents a transition from a traditional branded retail store toward a larger flagship experience model.
For the industry, the launch highlights how major tobacco companies are using experiential spaces, cultural design and consumer engagement to strengthen their smoke-free product strategies.
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Cover Image source: Philip Morris Japan
