Philip Morris Korea Launches New TEREA Packaging for IQOS ILUMA to Mark Third Anniversary

Quick Takeaways

• Philip Morris Korea has unveiled a new packaging design for TEREA, the dedicated tobacco sticks for IQOS ILUMA, to mark the brand’s third anniversary in the Korean market.
• The redesigned TEREA packs feature the “IQOS Key” icon prominently on the front, with new color schemes that differentiate all 20 flavor variants. A wave pattern on the front highlights the product’s sensory experience and enhances visual identity.
• According to the company, the upgrade aims to enhance visual completeness, improve user experience, and reinforce TEREA’s premium brand image.
• The newly packaged products are now available in nine IQOS flagship stores nationwide and major convenience stores. All TEREA products are manufactured at Philip Morris Korea’s plant and are also exported overseas.

2Firsts, November 13, 2025 — According to a report by E-Daily, Philip Morris Korea announced on the 13th the launch of a new packaging design for TEREA, the dedicated tobacco stick brand for the IQOS ILUMA heat-not-burn device, in celebration of its third anniversary in the Korean market.

The redesigned TEREA packs now feature the “IQOS Key” icon on the front, highlighting the product’s exclusivity to the ILUMA series. The updated color palette offers greater distinction among the 20 available varieties. A wave pattern at the front represents TEREA’s flavor experience, giving the overall design a more stylish and refined look.

According to reports, Philip Morris Korea stated that this packaging upgrade aims to enhance the brand’s visual completeness and user experience, strengthen TEREA’s premium image, and continue providing adult consumers with a more sophisticated brand experience.

The newly designed products are already available at nine IQOS flagship stores and major convenience stores nationwide. All TEREA products are produced at Philip Morris Korea’s manufacturing facility and supplied to both the domestic market and overseas destinations. The current lineup includes 20 flavor varieties: four blended tobacco types, three capsule-type blended tobacco variants, ten refreshing types, and three refreshing capsule varieties.

Cover image source: E-Daily