Philip Morris Japan adds “Electric Purple” to IQOS ILUMA i range, expands to convenience stores from Feb. 3

Key Takeaways

• PMJ adds a new standard color, “Electric Purple,” to the IQOS ILUMA i lineup, rolling out in Japan from Jan. 29.
• Three models covered with unchanged pricing: 9,980 / 6,980 / 3,980 yen (about $65.1 / $45.6 / $26.0).
• Two-step rollout: available via official online and company-owned channels from Jan. 29, expanding to convenience stores and other retailers from Feb. 3.
• Tight supply signs on the official site: some models show “restock notification” or “out of stock.”
• Color refresh plus marketing push: two older colors are being discontinued, while in-store displays and an IQOSPHERE points campaign go live.

2Firsts, Jan. 29, 2026 

According to Weekly ASCII and the IQOS Japan website, Philip Morris Japan (PMJ) said on Jan. 29 it has introduced “Electric Purple” as a new standard color option for its IQOS ILUMA i heated tobacco device lineup, with a phased rollout across Japan beginning the same day.

The company’s website shows the new color will be available for three models—IQOS ILUMA i PRIME, IQOS ILUMA i, and IQOS ILUMA i ONE—with pricing unchanged at 9,980 yen, 6,980 yen and 3,980 yen (about $65.1, $45.6 and $26.0), respectively.

PMJ will begin sales from Jan. 29 through IQOS online channels (including its official online store) as well as company-owned outlets such as four IQOS Stores nationwide and selected IQOS Shop and IQOS Corner locations. Sales will expand from Feb. 3 to convenience stores and some tobacco retailers, it said.

The IQOS Japan product page also indicates supply may be tight, with some models showing options such as restock notifications or out-of-stock status.

The color update will also see certain older variants phased out, according to the report: “Aspen Green” for IQOS ILUMA i PRIME and “Vivid Terracotta” for IQOS ILUMA i will be discontinued, with Electric Purple filling a standard-color slot.

On the marketing front, the four IQOS Stores in Sapporo, Ginza, Nagoya and Shinsaibashi will feature “Electric Purple” themed displays. Meanwhile, the IQOSPHERE member benefits page shows a points-based campaign tied to the new color, including a prize draw starting from 150 points, additional points available for watching related videos, and up to 400 points available through quests.

Cover image source: IQOS website