ELFBAR won the "2025 Best Brand for Korean Consumers" award. Its new product, Ice King, received the MUSE Gold Award for its adjustable coolness and innovative design. Since entering the South Korean market in 2023, ELFBAR has reached nearly 50% of the country's e-cigarette retailers and achieved over 90% market share in central Seoul.

On April 15, 2025, 2Firsts held its first “NGP+AI” workshop in Shenzhen, focusing on real-world AI applications in the NGP industry—from formula digitization to automated flavor development and compliance tools. The event gathered professionals across R&D and tech roles. 2Firsts also launched a global call for outstanding NGP+AI use cases, offering media exposure, resource access, and innovation support to accelerate the industry’s intelligent transformation.

Smoore International has granted a total of 4.004 million shares to 49 employees under its share award and option plans. The package includes 1.614 million awarded shares and 2.39 million options exercisable at HK$13.52 per share, with a total value of HK$54.14 million.

Since the second quarter of 2025, a new trend has emerged in the e-cigarette market, with a focus on detailed flavor descriptions. Brands such as GEEKBAR, MR FOG, and PYNE POD have launched new e-cigarette and e-liquid products. Instead of emphasizing overall adjustable flavor functions, these brands now provide detailed labels for each flavor, including levels of coolness, sweetness, and throat hit, as well as customized PG/VG ratios, offering more specific flavor information to consumers.

Nicotine pouch brand ALP announced a strategic partnership with delivery platform Gopuff to launch an on-demand delivery service for US consumers. The collaboration sets a precedent for instant delivery in the nicotine pouch category.