Key Takeaways:
- Partnership: IQOS (via “IQOS Curious X”) has entered a global partnership with Mexico’s Zamna music festival, with the collaboration debuting at Zamna 2026.
- On-site execution: A dedicated festival-zone activation showcased products and experiences to adult smokers and adult nicotine users.
- Figures disclosed: PMI said IQOS has more than 34 million users worldwide and over 140,000 adult consumers in Mexico.
2Firsts, January 15, 2026
According to MARVIN, Philip Morris International (PMI) said its heated tobacco brand IQOS has entered a global strategic partnership with the Zamna music festival held in Tulum, Mexico, through its “IQOS Curious X” platform, with the collaboration making its first public on-site appearance during Zamna 2026.
The report said the partnership was implemented through a dedicated on-site zone at the event, where product and experience displays targeted adult smokers and adult nicotine users. Leonardo de Alencar, smoke-free products director at Philip Morris México, said the alliance is intended to expand consumer touchpoints and establish communication with adult smokers and nicotine users.
PMI said IQOS has more than 34 million users globally. In Mexico, the number of adult consumers has surpassed 140,000.
Zamna is an electronic music event brand that originated in Tulum. It is typically staged as a series of multi-night shows during the year-end to January peak travel season, featuring open-air jungle venues and immersive stage production. In recent years, Zamna has expanded internationally, staging editions in other markets and cities.
Cover image source: MARVIN
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
