Interview with SMOK: Indonesian Market Favors Smart Screens and Anime Themed Products

On May 11th and 12th, the Indonesia e-cigarette exhibition JAKARTA INTERNATIONAL VAPE EXPO 2024 (JIVE) was held in Jakarta. Representatives from the well-known e-cigarette brand SMOK provided responses to 2FIRSTS regarding the brand's trends and future prospects in the Indonesian market.

Newly Produced Items are Few in Quantity but of High Quality

At this exhibition, SMOK introduced new products including the Solus GT and GT Box, as well as the upcoming Novomaster Pro. When asked about the new products, the staff stated that there were not many new releases this time, primarily because the brand is analyzing consumer preferences in the Indonesian market to determine future releases.

The current new product release has been announced, but the next one has not been decided yet. We are currently analyzing the Indonesian market consumers to determine the next product to be released.

Staff members have stated that SMOK is continuing to improve its open system devices. For example, the new Solus GT and GT Box both feature a boost mode function that produces more vapor and allows users to fully experience the flavor of each e-liquid. In addition, the Novomaster Pro not only includes a boost mode, but also adds a screen setting that provides users with a unique e-cigarette experience different from the standard mode.

Open-world Games are Still Mainstream, with Popular Anime Themes 

SMOK staff believe that the dominant products in the current Indonesian market are still primarily open-system devices. Major brands focused on open systems are constantly updating and refreshing their products. Competition in the market not only lies in the functional design of e-cigarettes but also in marketing strategies, such as collaborations with anime themes and targeted consumer outreach.

Currently, the products are focused on smart screens, such as the OXVA XLIM. Many brands are also collaborating to launch products with anime themes. In addition to aesthetics, compatibility with pods is also an advantage. Popular e-cigarette brands currently include OXVA XLIM PRO, FOOM, and URSA BABY (LOSTVAPE).

Market and Brand: A Two-way Choice

In Indonesia, a country with a population of over 300 million, the number of e-cigarette users exceeds 3 million. Compared to other countries' tobacco markets, Indonesia has a relatively larger number of cigarette consumers.

The staff stated, "SMOK has been in the Indonesian market for a long time, so there is a lot of interaction between fans and SMOK. From analyzing the data, the proportion of people using e-cigarettes is smaller compared to traditional cigarettes, which is also the reason why SMOK chose the Indonesian market."

When discussing the regulatory mechanism in the Indonesian market, officials believe that the regulations related to e-cigarettes in Indonesia are relatively comprehensive, with specified taxes for different categories of e-liquid and devices. However, disposable e-cigarettes have higher taxes compared to other categories.

I believe the government can accept and streamline regulations on factory construction and consumption tax revenue adjustment in accordance with market development. SMOK will definitely comply with and respect the current regulations.