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

Nov.25.2025
PMI Launches IQOS ILUMA i in the Philippines, Debuts via Official Stores and Online Channels
PMFTC, the Philippine affiliate of Philip Morris International (PMI), has introduced the heated tobacco device IQOS ILUMA i in the Philippines, featuring induction-heating technology and multiple smart functions. PMI aims to increase the share of smoke-free products to around 66% of its net revenues by 2030. Previously, PMFTC had already launched ZYN nicotine pouch products in Manila.

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.

 

PMI Launches IQOS ILUMA i in the Philippines, Debuts via Official Stores and Online Channels
In the photo, the PMFTC management attending the event, from left to right, are: Head of Marketing and Digital Crismer Tiria, Director of Communications Ferdi Echiverri, PMFTC President Gijs de Best, Director for Smoke-Free Products Zhenya Igavnov, and IQOS Brand Manager Anton Rodriguez. | Photo: Manila Standard

 

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

 

References:
[1] IQOS advances smoke-free vision with the launch of ILUMA i in the Philippines
Also Read:
[1] Bangladesh High Court Questions Legality of BEZA’s Approval for Philip Morris Nicotine Pouch Factory
[2] 2Firsts Observation｜PMI Launches IQOS ILUMA i × SELETTI Limited Edition at Dubai Airport
[3] Philip Morris Korea Launches New TEREA Packaging for IQOS ILUMA to Mark Third Anniversary
[4] Philip Morris Korea: IQOS ILUMA i “SELETTI” Limited Edition Sells Out in One Week; Prime Model Sells Out on Launch Day
[5] PMI Launches New ZYN Nicotine Pouch in the Philippines, Available Simultaneously at IQOS Stores and on the Official Website

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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.

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