Key Points
- Snowplus NEO is rolling out across FamilyMart stores nationwide in Japan from September 14, excluding some locations.
- NEO is marketed as nicotine-free and tar-free, priced at ¥1,350, with 2.5 ml capacity, around 1,000 puffs and six flavors.
- DASH is priced at ¥2,750, with 7.5 ml capacity and around 4,000 puffs, and will be sold at selected FamilyMart stores in southern Kyushu and Okinawa.
- Snowplus has also appointed Japanese rock band Kishidan as a brand ambassador to expand consumer awareness.
2Firsts
September 15, 2026
According to information released on PR TIMES on September 14, 2026, H&S, Snowplus' distributor in Japan, said the Snowplus NEO zero-nicotine vaping line will begin rolling out across FamilyMart stores nationwide from the same day, excluding some locations.
The Snowplus DASH line will also be sold at selected FamilyMart stores in southern Kyushu and Okinawa. The company also announced Japanese rock band Kishidan as a brand ambassador.
NEO Expands Into Nationwide FamilyMart Channel
According to H&S, Snowplus NEO is marketed as a nicotine-free and tar-free electronic vapor product.
The product carries a suggested retail price of ¥1,350, contains 2.5 ml of liquid and is rated for about 1,000 puffs. Six flavors are offered.
The rollout covers FamilyMart's nationwide network in Japan, although availability will vary by store.
Snowplus DASH, another zero-nicotine vapor product, is priced at ¥2,750, contains 7.5 ml and is rated for around 4,000 puffs. Three flavors are offered, with sales planned at selected FamilyMart stores in southern Kyushu and Okinawa.
The rollout gives Snowplus broader access to Japan's mainstream convenience-store retail channel.
Kishidan Named Brand Ambassador
H&S also said Snowplus has appointed Kishidan as a brand ambassador.
The company said the collaboration is intended to expand brand awareness and strengthen consumer reach in Japan.
The campaign means Snowplus is combining a retail expansion through FamilyMart with a broader brand-marketing push rather than treating the store rollout as a standalone distribution move.
Japan Regulates Nicotine and Nicotine-Free Vape Products Differently
Japan applies different regulatory treatment to nicotine-containing e-cigarettes and nicotine-free vapor products.
Japan's Ministry of Health, Labour and Welfare states that nicotine-containing e-cigarette liquids are subject to regulation under the Pharmaceuticals and Medical Devices Act. Unauthorized nicotine products face restrictions on domestic sale, transfer and advertising.
Nicotine-free vapor products, by contrast, do not fall within the definition of tobacco products under Japan's Tobacco Business Act.
The nicotine-free positioning of NEO and DASH is therefore central to their retail availability through convenience-store channels.
Japanese health authorities nevertheless continue to warn about potential health effects associated with electronic vapor products regardless of nicotine content.
Snowplus Expands Japan Offline Retail Footprint
H&S says Snowplus products are sold in more than 20 countries and regions and that cumulative brand sales have reached 480 million units. The company also says DASH shipments reached 20 million units in 2025.
Those figures are company disclosures and have not been independently verified by third-party market research cited in the release.
The FamilyMart rollout expands Snowplus' Japan strategy beyond product availability into mainstream retail reach, consumer exposure and brand marketing.
For nicotine-free vapor brands, nationwide convenience-store networks offer high-frequency consumer traffic and broad physical distribution. Snowplus' move into FamilyMart therefore adds a major offline channel to its efforts to expand in the Japanese market.
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Cover Image: prtimes
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