【By 2Firsts, from Shenzhen】At the "Global NGP Rethink Forum" held on July 25th, the CEO of Japanese brand MK Lab, KUNIYOSHI/MAKIO, attended in person and delivered a keynote speech on the Trends in E-Cigarettes Consumption in Japan.
He combines hands-on practice with in-depth observation to systematically analyze the unique logic of the Japanese market in terms of regulatory framework, consumer preferences, and product strategies, providing a precise local interpretation for industry practitioners around the world.
Special Regulations, Independent Market Dominance: HNB Monopolizes the Market
KUNIYOSHI/MAKIO first outlined the unique aspects of the e-cigarette market in Japan during his speech. He pointed out that Japan completely prohibits the production and sale of e-cigarettes containing nicotine. However, HNB tobacco products represented by IQOS have already formed a trillion yen market in Japan. The widespread coverage of convenience store channels and compliant nicotine products are the core elements driving the expansion of the market in Japan.
In terms of user groups, KUNIYOSHI/MAKIO noted that the rise of portable hookah devices has driven rapid growth in new users. At the same time, the COVID-19 pandemic has had a certain impact on specialized retail stores and core user communities, leading to a shrinkage in their scale. However, he also pointed out that some brands are actively breaking through industry barriers, striving to expand into emerging markets.
Precision Triangle: Product Flavor, Target Audience, and Communication Strategy
In a discussion on marketing innovation in the Japanese market, KUNIYOSHI/MAKIO used Dr. VAPE as an example to provide detailed insights. He explained that Dr. VAPE has adopted a combination strategy of subscription-based and digital marketing, which has proved to be highly effective in targeting new users.
In the younger demographic, the success of Air Mini also demonstrates that hookah culture has deeply integrated into Japan's youth subculture. By introducing the concept of "disposable hookah," Air Mini has achieved product innovation, leading to a unique consumption trend among Generation Z.
KUNIYOSHI/MAKIO emphasized the importance of localization practices and used the VAPENGIN brand as an example. VAPENGIN successfully achieved localized transformation of overseas product flavors and developed differentiated communication strategies for different target groups. He believes that a local partner network is a key guarantee for the successful launch of products in the Japanese market.
Product is Culture: Building a Narrative Loop in a Sparse Market Community
In the concluding section, KUNIYOSHI/MAKIO proposed that "precisely matching product tastes, precisely positioning target audiences, and precisely reaching marketing communications" are the three key winning keywords in the Japanese e-cigarette market. To truly establish long-term advantages, a deeper task must be completed - constructing product cultural narratives. He emphasized that in a market with relatively sparse social foundations and limited usage scenarios, only through cultural empowerment can a brand form differentiated recognition and transcend regulatory cycles and category dividends.
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