Product | Ploom AURA surges since May launch, sets JT’s fastest-ever 2-million-unit record

Sep.04

Japan Tobacco (JT) announced the first model in a new limited-color series for its heated-tobacco device Ploom AURA, “Amber Haze,” to be released in limited quantities from September 2 via the CLUB JT online store and Ploom Shops nationwide. As of August, Ploom AURA’s cumulative sales (shipment basis) have surpassed 2 million units—achieved at the fastest pace in JT’s history.

Key points

New release: JT introduces the first limited color in the Ploom AURA series—“Amber Haze.”
On-sale date: From September 2, 2025, in limited quantities via the CLUB JT online store and Ploom Shops nationwide.
Sales milestone: Since its May launch, Ploom AURA exceeded 2 million cumulative units by August, the fastest record in JT history.
Store update: The Ploom Shop at Tokyo Station will close on September 30.

2Firsts, September 4, 2025 — In a press release, Japan Tobacco (JT) said Ploom AURA will add the limited-edition “Amber Haze” color, available in limited quantities starting September 2 through the CLUB JT online store and Ploom Shops across Japan.

According to JT, following an initial launch on May 27 and nationwide expansion in July, Ploom AURA has continued to perform strongly. By August, cumulative sales (on a shipment basis) had surpassed 2 million units—the fastest time to that mark among JT’s heated-tobacco devices (measured by time to reach 2 million cumulative shipments compared with prior JT devices).

“Amber Haze” features a high-gloss yellow tone described by the company as “shimmering like it’s from another world,” aimed at highlighting users’ style and individuality. The Ploom AURA starter kit has a suggested retail price of JPY 2,980 (tax included; about USD 20) and includes the device, cleaning sticks, and a USB Type-C cable; the AC adapter is sold separately at JPY 980 (tax included; about USD 6.6).

Sales channels include the CLUB JT online store (launching at 10:00 on September 2), Ploom Shops nationwide (Sapporo, Ginza, Nagoya, Namba, Hiroshima, Tenjin), Ploom STAND locations, and select tobacco retailers. JT also announced that the Ploom Shop at Tokyo Station will close on September 30, 2025.

Cover image credit: NEOSMO

References:

[1] 「Ploom AURA」から、リミテッドカラーシリーズ第1弾「アンバーヘイズ」登場 9月2日より、CLUB JTオンラインショップ等で数量限定発売～好調が続く「Ploom AURA」は、累計販売数量200万台をJT史上最速で突破～

Also Read:

[1] Japan Tobacco Launches Nationwide Sale of Ploom AURA and EVO Set at Half Price—Limited Offer for Around $9

[2] Japan Tobacco 2025 H1 Financial Report: Net Profit Up 5% YoY to $2.1 Billion, Heated Tobacco Shipments Rise Nearly 30%

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