Key Points
- JT plans to invest about ¥800 billion (approximately US$5.4 billion) in heated tobacco through 2028.
- The company aims to make Ploom its second growth engine after cigarettes.
- JT said Ploom AURA helped lift its Japanese heated tobacco market share to 15.8%.
- Ploom products are available in 29 markets, with Ploom AURA in 25 markets.
- JT will continue a dual strategy covering cigarettes and heated tobacco.
- North American food expansion is another growth priority.
2Firsts
July 23, 2026
Japan Tobacco Inc. (JT) CEO Takehiko Tsutsui said the company plans to invest about ¥800 billion (approximately US$5.4 billion) in heated tobacco products over the three years through 2028, aiming to establish Ploom as a new growth engine alongside its traditional cigarette business.
According to Sankei Shimbun, Tsutsui said JT plans to accelerate growth in heated tobacco through product development, marketing investment and overseas expansion.
JT said the launch of Ploom AURA has helped strengthen its position in Japan’s heated tobacco market, and the company plans to continue investing in future product development.
Ploom AURA Drives JT’s Market Share Growth in Japan
JT said its Ploom AURA heated tobacco device, launched in July 2025, has become a key driver of growth.
The device features new tobacco-heating technology and offers four heating modes designed to provide different user experiences.
Tsutsui said JT aims to create a cycle in which improved product experiences strengthen consumer acceptance and brand growth.
JT said Ploom AURA device sales exceeded 5 million units by May 2026.
The company reported that its share of Japan’s heated tobacco market reached 15.8% in the first quarter of 2026.
JT Plans Major Heated Tobacco Investment
Tsutsui said JT plans to invest about ¥800 billion (approximately US$5.4 billion) in heated tobacco products under its medium-term management plan through 2028.
The investment will focus on:
● product development;
● marketing;
● consumer experience;
● international expansion.
JT aims to strengthen Ploom AURA’s product cycle while preparing future product launches.
Tsutsui described heated tobacco as JT’s “second growth engine” after combustible cigarettes.
Ploom Expands to 29 Markets
JT is also accelerating overseas expansion of its heated tobacco portfolio.
The company said heated tobacco products were available in 29 markets as of early May 2026, with Ploom AURA sold in 25 markets including Japan.
Tsutsui said overseas heated tobacco markets remain smaller than Japan, creating opportunities for JT to grow alongside market expansion.
Japan provides a mature consumer base, while overseas markets offer longer-term growth opportunities.
JT Maintains Dual Strategy Across Cigarettes and Heated Tobacco
Despite increased investment in heated tobacco, JT said it will continue operating its combustible cigarette business.
Tsutsui said the global cigarette market remains large, and JT intends to continue serving existing cigarette consumers while offering alternatives for consumers interested in switching products.
JT’s strategy includes:
● maintaining its cigarette business;
● expanding heated tobacco and smoke-free products.
Tsutsui said cigarette operations remain an important source of investment capacity for future innovation and business transformation.
JT Targets North American Food Growth
Beyond tobacco, JT is also positioning its food business as another growth opportunity.
JT’s food operations include:
● TableMark;
● Fuji Foods.
Tsutsui highlighted products such as frozen udon noodles and okonomiyaki produced by TableMark.
For overseas expansion, JT identified North America as a key growth driver.
In July 2026, TableMark began selling frozen udon meal sets in the United States containing noodles, ingredients and soup components in a single package.
JT Searches for New Growth Beyond Tobacco
Tsutsui said JT is also exploring new businesses beyond tobacco and food.
In 2023, JT established its corporate purpose, “Fulfilling Moments, Enriching Life” (Japanese original: 「心の豊かさを、もっと。」), and began pursuing initiatives aimed at creating new businesses that can deliver new forms of fulfillment.
More than 100 projects are currently under way, with some already developing products and services that are receiving customer feedback.
Tsutsui said JT hopes to nurture these early-stage initiatives into future business pillars.
He added that his mission as JT president is to build the organizational foundation needed to develop the company’s second and third growth pillars while preserving the strengths of its existing businesses.
Tobacco Companies Enter a Multi-Growth Strategy Era
JT’s strategy reflects a broader transformation among major tobacco companies moving beyond traditional cigarette dependence.
For JT:
● heated tobacco represents future tobacco growth;
● food operations provide additional market opportunities;
● new ventures explore long-term expansion.
As global tobacco markets continue changing, competition among major tobacco companies is increasingly extending beyond cigarettes into smoke-free products, consumer experience and diversified business strategies.
Follow 2Firsts for the latest updates on global tobacco and nicotine companies, market developments and business trends.
Cover Image source: Sankei Shimbun / JT
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