Key points:
·Marketing Activities: British American Tobacco Korea (BAT Rothmans) has lowered the threshold for its first-time purchase of glo Hyper pro, with the initial price now being only 29,000 South Korean Won (approximately $20), offline price for glo Hyper being 20,000 South Korean Won (approximately $14).
·Sales Channels: The company is expanding its offline presence through partnerships with major chain convenience stores such as CU, GS25, and 7-Eleven, while also offering discounts and benefits online through its official website, Kakao Store, and Naver Store.
·Product Technology: The glo Hyper pro features HeatBoost technology, EasyView display, and TasteSelect adjustment knob.
·Consumables Optimization: 10 new variants of neo tobacco sticks now come with StickSeal technology, which seals the top of the stick to prevent residue from entering the device, eliminating the need for brush cleaning.
On September 23, 2025, according to a report from the Korea Times, British American Tobacco Korea Company (BAT Rothmans) has recently launched a trial marketing campaign to expand the consumer reach of its glo Hyper series of heated tobacco devices by lowering the entry barrier for first-time buyers.
In this event, first-time buyers can purchase the flagship model glo Hyper pro for 29,000 Korean won (approximately $20) through online and offline channels, while the glo Hyper model is only available for sale through offline channels at a price of 20,000 Korean won (approximately $14).
In order to expand consumer access channels, British American Tobacco Korea (BAT Rothmans) has partnered with large chain convenience stores such as CU, GS25, and 7-Eleven. Consumers can visit the official glo website "discoverglo" to receive coupons, which can be exchanged for the obsidian black glo Hyper pro and cobalt blue glo Hyper at participating stores. Online consumers who purchase the glo Hyper pro on the glo website can enjoy automatic discounts, and additional benefits can be obtained on Kakao Shopping Mall and Naver Shopping Mall.
The British American Tobacco Korea Company stated that the glo Hyper series differentiates itself through technology and design to compete in the market. The glo Hyper pro model features HeatBoost heating technology, which maximizes flavor release by calibrating heating temperature and duration, and is equipped with an EasyView display screen that shows the real-time operational status of six different function modes. This model also includes the innovative TasteSelect adjustment knob, allowing users to control flavor intensity independently.
The British American Tobacco Korea Company stated that the glo Hyper utilizes a simplified design with LED buttons, while retaining the HeatBoost heating technology and TasteSelect adjustment feature. Both devices are optimized for use with the glo exclusive neo tobacco sticks. Additionally, they have upgraded all 10 types of neo consumables, adding StickSeal sealing technology - which seals the top of the tobacco stick to prevent residue from entering the device.
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