Key Points
- VEEV inPRIME debuts locally;
- Around 1,400 puffs per pod;
- Features induction-heating technology;
- Available in 42 global markets;
- No.1 closed-pod brand in six European markets.
2Firsts
une 15, 2026 — According to South Korea’s Asiae, Philip Morris Korea has officially launched its VEEV e-vapor brand in the country, introducing the VEEV inPRIME device and VEEBI inPRIME pods.
The launch adds a new category to PMI’s smoke-free portfolio in Korea, complementing its IQOS heated tobacco products and ZYN nicotine pouches as part of the company’s multi-category strategy.
According to PMI, VEEV features a rechargeable device with replaceable pods rather than a disposable format. The company said this approach helps reduce environmental impact and addresses concerns regarding youth access to disposable vaping products.
The system uses a closed-pod architecture, preventing users from refilling or modifying e-liquids themselves and reducing potential risks associated with liquid mixing and device modification.
The Korean version, VEEV inPRIME, incorporates PMI’s proprietary Advanced Vape Induction System, which uses induction heating rather than direct-contact heating to provide more consistent vapor production and flavor delivery.
The device also includes a low-liquid detection system that alerts users and automatically stops heating before the pod is empty, helping prevent burnt taste.
In addition, VEEV inPRIME features haptic feedback, using vibration signals to communicate charging status and low-liquid notifications.
The device is available in five colors and carries a recommended retail price of KRW 29,000 (approximately US$21). During the launch promotion, it will be available for KRW 10,000 at IQOS flagship stores and KRW 15,000 at convenience stores.
Its companion VEEBI inPRIME pod contains 2 mL of e-liquid and delivers approximately 1,400 puffs per pod based on one-second draws. Five flavors are available at launch: Red Wave, Purple Wave, Sun Wave, Garden Wave and Blue Fresh. Each pod retails for KRW 8,000.
Pre-sales will begin at IQOS flagship stores on June 22, with nationwide distribution through approximately 14,000 convenience stores and other retail channels starting July 2.
PMI reported in 2025 that VEEV is now available in 42 markets worldwide and holds the No.1 position in the closed-pod category in six European markets, including Italy and Greece.
Industry observers note that as regulatory scrutiny of disposable vaping products intensifies, PMI’s emphasis on rechargeable closed-pod systems reflects a strategy focused on premium positioning, sustainability and regulatory compliance.
Cover image:asiae
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