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IQOS Partners with Mexico’s Zamna Festival; PMI Says Adult User Base Tops 140,000

Jan.15
IQOS Partners with Mexico’s Zamna Festival; PMI Says Adult User Base Tops 140,000
Philip Morris International (PMI) said IQOS, via its “IQOS Curious X” platform, has entered a global partnership with the Zamna music festival in Tulum, Mexico, with the collaboration making its on-site debut during Zamna 2026 and targeting adult nicotine users. PMI said IQOS has more than 34 million users worldwide, while the number of adult consumers in Mexico has surpassed 140,000.

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.

 

IQOS Partners with Mexico’s Zamna Festival; PMI Says Adult User Base Tops 140,000
Caption: An IQOS brand experience zone at the Zamna 2026 festival in Tulum, Mexico, showcasing heated tobacco devices and related products | Source: MARVIN

 

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

 

References:
[1] IQOS, el sistema de calentamiento de tabaco líder en el mundo, a través de su plataforma IQOS Curious X, inauguró un nuevo estándar para los eventos musicales a nivel global.
Also Read:
[1] Philip Morris International Opens IQOS Flagship Boutique in the Philippines, Featuring an IQOS Scent Experience Zone
[2] Romania Fines Philip Morris and Distributors Over IQOS Price Fixing
[3] Philip Morris Japan launches new IQOS SENTIA “Icy Red” flavor with icy menthol and red berry notes
[4] Malaysia’s Home Ministry Urges Study of IQOS Tobacco Device Ahead of Potential Legislation
[5] PMI Launches IQOS ILUMA i in the Philippines, Debuts via Official Stores and Online Channels

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Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

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