Key points：
- Japan Tobacco International (JTI) has released the heated tobacco device Ploom AURA in Romania.
- Ploom AURA combines SMART HEATFLOW technology to ensure that the tobacco flavor is not compromised.
- JTI plans to focus on the research and commercialization of heated tobacco technology in the next few years, investing approximately 3.7 billion euros.
- Public data shows that Romania is the latest market to introduce Ploom AURA, following Japan and Switzerland.
2Firsts, October 17, 2025 — According to Romanian media reports capital, Japan Tobacco International (JTI) has launched its new heated tobacco device, Ploom AURA, in Romania, targeting adult consumers seeking a premium tobacco experience. The device employs SMART HEATFLOW technology, which heats tobacco without burning, preserving flavor while significantly reducing smoke and odor emissions.
With its slim, curved body and minimalist design, Ploom AURA is easy to handle and designed to deliver a refined user experience. The accompanying Sobranie sticks feature CleanSeal technology, preventing tobacco leakage and ensuring cleaner use.
During the launch event, Marian Zamfir, Marketing Director for JTI Romania, Moldova, and Bulgaria, stated: “Ploom AURA was created around three essential consumer needs—taste, experience, and style. With this device, JTI redefines innovation within the heated tobacco category.”
JTI has operated in Romania since 1993, initially under the name R.J. Reynolds before transitioning to JTI. The company manufactures and markets Winston, Camel, and Sobranie locally. To support the development of reduced-risk products (RRPs), JTI plans to invest approximately 650 billion yen (about €3.7 billion) between 2025 and 2027, focusing on research, development, and commercialization of tobacco-heating technologies.
Photo Source：capital
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
