Philip Morris Korea: IQOS ILUMA i “SELETTI” Limited Edition Sells Out in One Week; Prime Model Sells Out on Launch Day

Nov.11

Philip Morris Korea and Italian design brand SELETTI’s limited “IQOS ILUMA i × SELETTI” collection sold out within one week of launch, with the “Prime” model selling out on its first day of release.

Quick Takeaways

The “IQOS ILUMA i × SELETTI” edition opened for pre-sale to IQOS Club Platinum and Gold members on October 28 and officially launched online and in IQOS flagship stores nationwide on October 30.
The entire collection sold out within a week, with the “Prime” model selling out on launch day.
Featuring a black-and-gold color scheme and SELETTI’s signature patterns, the edition includes customizable limited accessories emphasizing collectability.
Continues IQOS’s limited-edition strategy seen in previous MINERA, NEON, and Steve Aoki collaborations, reinforcing its “style + technology” brand identity.

2Firsts, November 11, 2025 — According to SmartFN,Philip Morris Korea announced on November 11 that the limited-edition “IQOS ILUMA i × SELETTI” collection, created in collaboration with Italian design brand SELETTI, has sold out completely within a week of its launch.

The collection was first offered for pre-sale to IQOS Club Platinum and Gold members starting October 28 (see details) and became officially available on October 30 via iqos.com and IQOS flagship stores across South Korea. According to the company, the SELETTI edition received an enthusiastic response from day one, with the “Prime” model selling out immediately upon release.

Characterized by a black-and-gold palette combined with SELETTI’s distinctive design motifs, the edition includes limited-edition accessories that can be customized to suit personal preferences, adding unique collectible value.

After debuting in Japan, the “IQOS ILUMA i × SELETTI Limited Edition” has now officially launched in South Korea.

The report noted that since April this year, IQOS has released several limited editions — including the MINERA, NEON, and Steve Aoki versions — as part of its ongoing strategy to merge design and technology.

As previously reported by 2Firsts, the IQOS ILUMA i “Seletti Edition” was first introduced in Japan and is being showcased from October to December this year through creative pop-ups and custom installations at major airports, before expanding to 13 travel retail markets including South Korea, Dubai, Italy, Switzerland, and Malaysia.

Cover image source: SmartFN

References:

[1] 한국필립모리스, 아이코스 일루마 i 한정판 ‘셀레티 에디션’ 완판

Also Read:

[1] PMI Launches New ZYN Nicotine Pouch in the Philippines, Available Simultaneously at IQOS Stores and on the Official Website

[2] U.S FDA Announces Dec. 8 Deadline for IQOS MRTP Renewal Comments

[3] Following Japan debut, IQOS ILUMA i “Seletti Edition” limited series launches in South Korea.

[4] Philip Morris International and an Italian Design Brand Launch Limited-Edition IQOS Collaboration, Debuting in Japan Before Expanding to 13 Travel Retail Markets

[5] PMI Japan Upgrades IQOS ILUMA i One with New Button Layout, Aluminum Base

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