2Firsts, November 13 2025 — 2Firsts observed that Japan Tobacco (JTI) has opened an independent counter for its heated tobacco brand Ploom inside Dubai International Airport’s duty-free area.
The counter is themed “Heated Tobacco Technology”, following Ploom’s signature minimalist and technology-driven design language. A large digital display at the center continuously plays promotional footage of the brand’s latest device, Ploom AURA (Navy Blue).
Of particular note is an interactive “Flavor Experience Device”, which allows visitors to press a button to release aromas corresponding to different flavor variants. Flavors currently showcased include Tobacco, Menthol, and Berry, among others.
According to 2Firsts’ observation, such interactive design remains uncommon in global new-tobacco retail. By using scent rather than direct inhalation, it enables limited sensory engagement with the product in indoor, smoke-free environments.
In addition, Ploom AURA devices are now officially available for purchase at Dubai Duty Free. Each unit is priced at AED 169 (about USD 46.9) and labeled “NEW ARRIVALS.”
The store also offers a promotional bundle — customers who buy any Ploom AURA device together with a pack of EVO Aura 200s sticks (available in Silver, Gold, Azure, Amber, Ruby, and Purple options) can purchase both for AED 176.4 (about USD 49). The EVO sticks are also sold separately at AED 144 (USD 40) per pack, each carrying a standard health warning label.
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
