PMI Launches IQOS ILUMA i in the Philippines, Debuts via Official Stores and Online Channels

Key Points at a Glance

• Product information: IQOS ILUMA i uses induction-heating technology and is equipped with a touchscreen, Pause Mode, FlexPuff and FlexBattery to enhance personalized experience and battery performance.
• Strategic positioning: PMI regards the product as a key step in advancing its “smoke-free future” vision and aims to increase the share of smoke-free products in its net revenues to about 66% by 2030.
• Market transition: PMFTC says it will accelerate the shift of adult smokers in the Philippines from traditional cigarettes to smoke-free, non-combustible alternatives.
• Sustainability and channels: ILUMA i accessories are made with recycled materials. The device is first launched in IQOS official stores and on the official website, and will later expand to more online platforms and authorized channels.

2Firsts, November 25, 2025 — According to Manila Standard, Philip Morris International’s (PMI) Philippine affiliate PMFTC has announced the launch of the heated tobacco device IQOS ILUMA i in the local market. The device is first released in IQOS offline official stores and on IQOS online platforms, and will then be gradually expanded to designated e-commerce channels and authorized partners.

IQOS ILUMA i is equipped with induction-heating technology and a touchscreen display. It has a built-in Pause Mode, which allows users to swipe to pause the experience and resume it later. The FlexPuff and FlexBattery functions can automatically adjust the experience and battery life according to individual usage habits, enhancing personalization and consistency.

PMI stresses that it aims to have smoke-free products account for about 66% of its net revenues by 2030. The launch of ILUMA i in the Philippines is part of its global strategy in the Southeast Asian market.

In terms of sustainability, ILUMA i accessories are also made using recycled materials. The device’s first sales channels are IQOS official stores and IQOS online platforms, and it will later expand to designated online marketplaces and authorized partners.

According to a previous 2Firsts report, in November, PMI’s Philippine subsidiary PMFTC launched the new nicotine pouch product ZYN Bright Green 1.5mg in Manila and rolled out updated packaging. The company said this move is the latest step since it announced its “smoke-free” transformation goal in 2016. The product has been available since November in IQOS stores and on the official website across Metro Manila. 

Cover photo: Manila Standard