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2Firsts Observes | Japan’s E-Cigarette Sales Ban Doesn’t Affect Promotion, Ploom X Advanced Appears in Dubai Airport Ad Space

Jun.23.2025
2Firsts Observes | Japan’s E-Cigarette Sales Ban Doesn’t Affect Promotion, Ploom X Advanced Appears in Dubai Airport Ad Space
Ploom X Advanced is set to exit the Japanese market, but two 2Firsts observers spotted its ongoing advertisements at Dubai Airport. Priced at $49, the product’s continued promotion highlights its ongoing expansion in international markets.

【By 2Firsts】On June 20th, 2Firsts noticed at the duty-free zone of Dubai International Airport that Japan Tobacco (JT) was advertising its HNB product Ploom X Advanced on electronic screens. The advertisement clearly stated that the product is available for purchase at duty-free shops in Dubai Airport.

 

2Firsts Observes | Japan’s E-Cigarette Sales Ban Doesn’t Affect Promotion, Ploom X Advanced Appears in Dubai Airport Ad Space
Ploom X Advanced advertisements are displayed on electronic screens in the duty-free zone in Dubai. | Source: 2Firsts, taken on June 20, 2025.

 

According to a first-hand observation by 2Firsts, the retail price of Ploom X Advanced in a duty-free shop in Dubai is 49 US dollars per unit.

 

2Firsts Observes | Japan’s E-Cigarette Sales Ban Doesn’t Affect Promotion, Ploom X Advanced Appears in Dubai Airport Ad Space
Ploom X Advanced is priced at $49 per unit in the duty-free zone in Dubai | Image Source: Taken by 2Firsts on June 20, 2025

 

It is worth noting that Japan Tobacco announced on May 8, 2024 that they will cease the sales of Ploom X Advanced in the Japanese market by mid-May 2025, at which point the product will be cleared from the market. Meanwhile, Japan Tobacco released the next generation heated tobacco device Ploom AURA in Japan on May 27, 2025, with plans to expand coverage to convenience stores across Japan starting in July.

 

Related Reading：

 

Despite Ploom X Advanced exiting the domestic market in Japan, sales and promotional activities in overseas markets are still ongoing, as shown by advertisements at Dubai International Airport.

 

Also Read:
[1] 2Firsts Insights｜JT to Launch New Ploom AURA Heated Device Nationwide in July
[2] Japan Tobacco to Discontinue Ploom X Advanced; Next-Generation Device Set for May 27 Launch

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

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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.

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