JT Introduces New Heated Tobacco Device Ploom AURA and EVO Sticks
The next leading product
JT (Japan Tobacco Inc.) held a press conference on May 27 to announce its new heated tobacco device, “Ploom AURA” (hereafter “Ploom Aura”), and a new brand of heated tobacco sticks called “EVO.”
This marks JT’s first launch of a new tobacco brand in Japan in 15 years, drawing extensive media coverage at the event held at Toranomon Hills.
At the start, Takehiko Tsutsui, Executive Vice President of JT International’s RRP (Reduced-Risk Products) division, explained about Ploom Aura:
“RRP products, which have the potential to reduce health risks associated with smoking, are positioned as our second growth engine following traditional cigarettes. We are focusing on product development, brand strengthening, and market expansion. The Ploom brand is at the core of this strategy. It is the next leading product.”
He also revealed plans to further globalize the Ploom brand, starting with the launch in Japan and then expanding to countries worldwide.
The new device, Ploom Aura, features “SMART HEATFLOW,” a technology that extracts the tobacco leaf’s flavor components to the fullest. It precisely controls a maximum heating temperature of about 320°C and uses a precision deep-press process for the heating cup to fully bring out the taste of the tobacco sticks. Additionally, it offers a HEAT SELECT SYSTEM that allows users to choose the strength and duration of the puff.
Users can select from four modes to enjoy their preferred experience: a balanced Standard mode, the strongest Strong mode, the long-lasting Long mode, and the shorter-time Eco mode.
From the first puff to the last, the device maintains a consistent flavor, giving a taste close to traditional cigarettes. In a blind test conducted by JT with 487 smokers comparing Ploom Aura against two competitors from January to March 2025, 56% said Ploom Aura was the most delicious.
The device design has also been renewed. It is slim and ultra-compact with a comfortable weight that fits well in the hand. Four colors are available, and for accessories, there are 10 options each for front panels and fabric back covers, making customization fun.
Moreover, the Ploom brand’s first dedicated heated tobacco stick brand, “EVO,” includes three types: Deep Regular, Cold Menthol, and Berry Crystal (capsule type). When paired with Ploom Aura, users can enjoy a completely new flavor experience in heated tobacco.
Both the device and the EVO sticks have been available for pre-sale since May 27 through the CLUB JT online shop and Ploom Shop. Starting July 1, they will be gradually released at convenience stores nationwide and some tobacco retailers.
The device is also available with a variety of dress-up items (from JT’s official image)
