Live Report on the Release of IQOS ILUMA in South Korea

Article by Yuna Hou | Photo by David Yu from Seoul

IQOS ILUMA was released in Korea on October 28. David Yu, a 2FIRSTS correspondent arrived in Seoul, South Korea on October 31 to check out the new HTP at a brick-and-mortar store.

The IQOS ILUMA and ILUMA Prime banners and posters were posted outside the IQOS store. Since it was the first launch of a new product in Korea access was by appointment only. After David Yu identified himself as a member of the media, he was allowed to enter the store.

ILUMA Poster: ILUMA on the left and ILUMA Prime on the right.

The store is divided into a customer service area and a product display area. There are staff in the customer service area to introduce the products and explain the functions in detail to customers. The product display area showcases IQOS ILUMA and IIQOS ILUMA PRIME products in all colors and their special sticks, TEREA.

 Staff introducing products in the customer service area

At the product display area, IQOS ILUMA and IQOS ILUMA PRIME products are displayed. Previously ILUMA was published in August 2021. The main difference between the ILUMA series and the IQOS classic version is that no heating blade is installed in the new ILUMA device, eliminating the need for cleaning. Moreover, TERIA sticks should go hand in hand when using the ILUMA device. The ILUMA series also adopts an auto-start function, i.e. the device will automatically turn on without manual operation when a TERIA stick is inserted.

The 2 products of the ILUMA series, ILUMA and ILUMA Prime, are priced at 99,000 Korean won (US$ 69.8) and 139,000 won (US$ 98.07). The body-open design and 4 colors of ILUMA Prime are the main differences from ILUMA, which features a side-open body and 5 colors. Both ILUMA and ILUMA Prime adopt the same type of heating stick and can be used twice with a single charge.

IQOS ILUMA and ILUMA Prime on display

IQOS TEREA stick is priced at 4,800 won (US$ 3.39)