Company | Ploom AURA’s First Overseas Launch in Switzerland Kicks Off Global Rollout

Sep.02

Japan Tobacco International (JTI) has announced that its next-generation heated-tobacco device, Ploom AURA, has debuted in Switzerland, marking the start of its global launch plan. Switzerland plays a key role as JTI’s global headquarters location. Dagmersellen is one of only four facilities worldwide producing EVO filter mouthpieces, underlining Switzerland’s importance in the company’s global operations.

Key Points

Global debut: JTI’s next-generation heated-tobacco device Ploom AURA has officially launched in Switzerland, signaling the start of its worldwide rollout.
Technology upgrades: Equipped with the SMART HEATFLOW™ intelligent heating system and four Heat Select modes.
Switzerland’s strategic weight: JTI is headquartered in Geneva; Dagmersellen is one of four global production bases for EVO filter mouthpieces, demonstrating long-term investment in Switzerland.
Large investment: JTI plans to invest about JPY 650 billion (approximately USD 4.5 billion) from 2025–2027 to accelerate its Reduced-Risk Products (RRP) portfolio, with Ploom AURA as a core project.

2Firsts, September 2, 2025 — 2Firsts has learned from JTI’s official website that Japan Tobacco International (JTI) has officially launched its next-generation heated-tobacco device, Ploom AURA, in Switzerland, marking the beginning of a global expansion. Following its release in Japan, Ploom AURA will gradually enter additional markets.

According to JTI, Ploom AURA features a proprietary SMART HEATFLOW™ intelligent heating system that optimizes temperature control to deliver more consistent tobacco flavor while avoiding the unpleasant odors and health risks associated with combustion. The device also includes the Heat Select system, offering four heating modes so users can tailor their experience, moving beyond the traditional “single-mode” limitation.

2Firsts has also published a detailed analysis of the product (Related reading: “Product｜ Japan Tobacco Launches Ploom AURA and EVO Tobacco Device). See the image below for details.

For more on Ploom AURA’s R&D background, technical principles, and global strategy, see 2Firsts’ in-depth conversation with Nick Geens, JTI’s Vice President for RRP Strategy & Planning: 2Firsts Exclusive Interview | JTI Launches New-Generation Ploom AURA, Focuses on Enhanced Flavor and Customization

JTI emphasized that the Swiss launch is not only a product release but also a key step in its global strategic deployment. Switzerland plays a central role in JTI’s global operations: the company’s headquarters is in Geneva, and Dagmersellen in the canton of Lucerne houses both the Swiss market’s marketing team and an advanced manufacturing site—one of only four global facilities producing EVO filter mouthpieces.

JTI disclosed plans to invest JPY 650 billion (USD 4.483 billion) between 2025 and 2027 in innovative Reduced-Risk Products (RRP), with Ploom AURA’s internationalization among the top priorities. As of July 31, 2025, JTI held a 13.6% market share in Japan’s HTS segment, reflecting the overall performance of its heated tobacco portfolio, including Ploom AURA and previous-generation devices.

The Swiss launch underscores JTI’s long-term commitment to meeting the diverse needs of adult tobacco consumers through technological innovation.

References:

[1] Ploom AURA's next chapter: from Japan success to global expansion

Also Read:

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

[2] Product｜ Japan Tobacco Launches Ploom AURA and EVO Tobacco Device

[3] 2Firsts Insights｜JT to Launch New Ploom AURA Heated Device Nationwide in July

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