Ploom has arrived and it&rsquo;s changing the way we think about tobacco.

In Malaysia&rsquo;s increasingly design-driven consumer landscape, the future of nicotine products is being shaped less by habit and more by innovation. Japan Tobacco International (JTI) is betting on that shift with Ploom, its precision-built heated tobacco device that is steadily gaining traction across Asia. However, expanding a category in a market as regulated, and as culturally nuanced as Malaysia requires more than a launch plan. It calls for timing, clarity, and a sharp understanding of how quickly consumer expectations are evolving. To explore how JTI is navigating this next chapter, we spoke with Ryo Yanagino (RY), Marketing &amp; Sales Director of JTI, and Juliana Mohd Yahaya (JMY), General Manager of JTI Malaysia as they offer a window into of their forward-thinking, quiet yet well thought-out strategy on building a future-ready presence in Malaysia.

In a market as competitive as this, how does JTI position Ploom within the heated tobacco category both in Asia and globally? RY: Ploom is on an ambitious path of global expansion. By the end of 2025, we expect it to be available in markets that collectively represent around 80% of the global heated tobacco product opportunity. Our goal is to reach a mid-teen percentage share in key markets by 2028, and to break even across our reduced-risk product category by then as well. We&rsquo;re investing heavily in this vision. Between 2025 and 2027, JTI plans to channel approximately 650 billion yen into reduced-risk products, with Ploom leading the charge. It&rsquo;s not just about growing a brand; it&rsquo;s about redefining a segment. Asia has long been a hotbed for tobacco innovation. How has consumer behaviour in Japan, South Korea, and Southeast Asia shaped Ploom&rsquo;s global strategy? RY: Japan remains the beating heart of the heated tobacco category, with HTs making up nearly 40% of the total tobacco market. It&rsquo;s an incredibly competitive space, but also one that&rsquo;s given us valuable insights. Following the launch of Ploom AURA, we&rsquo;ve seen promising feedback that&rsquo;s helped us fine-tune our approach globally.

What are some the set of challenges of introducing Ploom in Malaysia, and why now? RY: Every country presents its own regulatory landscape. With operations in over 130 markets, we&rsquo;ve had to adapt constantly, but that&rsquo;s also what gives us strength. We&rsquo;re continuously learning, applying insights from one region to another, and staying agile as new regulations take shape. JMY: For Malaysia, the challenge has been twofold. The first is perception, many people still mistake it for a vape product because of how it looks. The second is education. The regulations here limit how we can engage directly with consumers, so we&rsquo;ve relied heavily on word of mouth and our loyal base of existing users. They&rsquo;ve become our strongest advocates. On top of that, our retail and trade partners have done an incredible job introducing it to more adult smokers and explaining what truly sets it apart. Timing is everything. Malaysia has always been a strong cigarette market, and a few years ago, consumers weren&rsquo;t ready to move away from that, they still wanted the full &ldquo;kick&rdquo; of a traditional cigarette. But things have changed, especially after the pandemic. People today are more conscious of what they consume. They&rsquo;re actively seeking alternatives that reduce risk without sacrificing satisfaction, and that is where Ploom steps in. We know change doesn&rsquo;t happen overnight, but this is the right time to start the conversation and grow the brand organically.

Ploom AURA, Ploom&rsquo;s latest innovation has been turning heads with its minimalist design. How much of that development is driven by aesthetics versus performance? RY: Both matter equally. Ploom AURA is made slimmer, smarter, and more sophisticated. Technically, it&rsquo;s a leap forward. Users can adjust their session length and intensity through Bluetooth, thanks to our Seamless Heated Technology which provide a custom sensorial experience to users. Visually, it&rsquo;s striking, compact, balanced, and elegant enough to slip effortlessly into your pocket or purse. With our expanding line of accessories and finishes, it becomes not just a device, but a lifestyle statement. Earlier this year, Ploom collaborated with local artist Kenji Chai on a special edition Ploom X Kenji Chai. How do creative partnerships like this fit into the brand&rsquo;s identity? JMY: That collaboration, and our presence at Milan Design Week with a lineup of international artists, was a proud moment for us. It showed that Ploom can go beyond functionality. It can be a platform for creativity, a canvas for self-expression. Personally, I see it the same way we see our smartphones: as an extension of ourselves. It should fit your personality, your style, your mood. That&rsquo;s why we designed the front panel to be customisable, letting users express individuality while keeping it sleek and sophisticated.

Advertising restrictions around tobacco products can be tight. How do you build brand credibility and visibility in such an environment? RY: It&rsquo;s definitely challenging, but we see it as an opportunity for creativity. In highly regulated markets, we rely on design, compliant marketing, and digital innovation to build brand equity within the framework of local laws. That&rsquo;s how we keep it aspirational and relevant, even without traditional advertising. JMY: Trust also plays a big part. JTI&rsquo;s heritage brands as known by many have earned consumer trust over decades. When we introduced Ploom, we leveraged that legacy, positioning it as part of the same credible family. That connection gives people confidence and familiarity, which is crucial when introducing something new.

Discover more about Ploom X and Ploom AURA on <a href="http://www.ploom.my">www.ploom.my</a>&nbsp;

Ryo Yanagino and Juliana Mohd Yahaya on Ploom's heated tobacco revolution

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