2FIRSTS collaborates with VAPE FAIR for the third time, celebrating the 10th anniversary of the event's grand opening

Key points of the organizers of VAPE FAIR:

1. 10th Anniversary Scale Upgrade: VAPE FAIR 2025 will be held on August 30-31 in Jakarta, as one of the most influential e-cigarette exhibitions in Indonesia, it is celebrating its 10th anniversary with a comprehensive upgrade of the exhibition content and format.

2. Increased internationalization: The exhibition is expected to attract more than 300 brands, of which about 40% are international brands, reflecting the increasing international attractiveness of the Indonesian market.

3. Obvious market segmentation: The Indonesian market is shifting from product function orientation to brand value and cultural identity, and Pod system and iced fruit flavors continue to be popular.

4. Mature consumer preferences: Users are beginning to pay attention to product safety, legality and ingredient transparency, showing that the local market is gradually maturing.

5. Tightening regulation: The Indonesian government is strengthening the regulation of e-cigarettes, which the organizer believes is a key force to promote compliance and innovation in the industry.

6. Suggestions for international brands: The organizer suggests that international brands focus on local cultural communication, consumer understanding and channel construction, and emphasize “localized value beyond sales”.

On August 30th and 31st, VAPE FAIR 2025 will be held at the Jakarta Convention Center in Indonesia. As one of Indonesia's most influential e-cigarette professional expos, this year's event will continue to inject innovative energy into the industry, promoting high-quality professional exchanges and cooperation.

2Firsts will partner with VAPE FAIR for the third time as the official media partner, providing professional coverage and in-depth insights to help amplify the international influence of the exhibition, promote brand communication, and facilitate industry connections.

As the exhibition approaches, 2Firsts engaged in in-depth discussions with representatives of the organizers on key topics such as highlights of the event, trends in the Indonesian market, and regulatory changes in the environment.

The conversation goes as follows:

Q: What was the original intention behind launching Vape Fair? How has it changed over the years?
A: Vape Fair Indonesia was first held in Jakarta in 2014 as a platform for local brands to connect, exchange, and showcase their products. What began as a relatively small gathering has since grown into one of the most influential vaping expos in Southeast Asia. With each year, the scale and influence of the event have expanded. Today, Vape Fair draws hundreds of exhibitors and tens of thousands of visitors, reflecting the growing importance of vaping as both a lifestyle and a cultural movement.

Q: What are some of the key features of the 2025 edition, marking the 10th anniversary?
A: This year’s edition carries a celebratory tone. We’ve designed the event with a festival-like atmosphere to reflect the theme of appreciation and community. In addition to product showcases, we’re introducing live music performances, interactive competitions, and a dedicated booth area for local MSMEs (UMKM), to highlight community involvement.
A special awards ceremony will also be held for the first time, with categories such as “Loyal Partner of the Decade,” “Top Brand of the Decade,” and “Outstanding International Partner.” The goal is to recognize contributors to the industry’s development over the past ten years.

Q: What scale of participation is expected this year in terms of exhibitors and visitors?
A: We expect over 300 brands to participate, with more than 12,500 visitors anticipated throughout the event. Roughly 60% of the exhibitors are local Indonesian brands, while the remaining 40% come from overseas. This mix reflects both the strength of the domestic market and growing international interest in Indonesia as a gateway to Southeast Asia.

Q: What major changes have you observed in the Indonesian vaping market over the past year?
A: The market is becoming more segmented. Pod systems are gaining popularity among general users due to their portability and ease of use, while advanced mods remain popular among enthusiasts who value customization and performance.
On the e-liquid side, fruity, sweet, and cooling flavors continue to dominate, which aligns with local consumer preferences. Beyond the product itself, consumers now place greater emphasis on brand image, identity, and transparency—demanding clarity on safety, ingredients, and compliance. This shows that the market is maturing and moving toward quality and trust as key differentiators.

Q: What is your perspective on the regulatory landscape for vaping in Indonesia?
A: Stricter regulations in recent years are viewed as a positive development. Clearer rules around age limits, marketing practices, and product standards provide a stronger framework for responsible industry growth. Although small brands may face challenges in adapting, the overall shift is beneficial—encouraging better quality, consumer protection, and long-term innovation. Ultimately, this will help position Indonesia as a leading and trusted vaping market in the region.

Q: What advice would you offer to overseas brands participating in Vape Fair for the first time?
A: Indonesia is a dynamic and fast-growing market. But it’s important for international brands to approach it not just with a sales mindset, but with a willingness to engage and understand. Indonesian consumers value storytelling, authenticity, and brand personality. They are highly active both online and offline.

Having a reliable local distributor is crucial for navigating regulations, but so is showing genuine interest in the local culture and community. Brands with innovative products, strong branding, and long-term vision will find plenty of opportunities here. Vape Fair is more than just exposure—it’s a chance to build relevance in one of the region’s most passionate vape communities.