【By 2Firsts】On June 20th, 2Firsts noticed at the duty-free zone of Dubai International Airport that Japan Tobacco (JT) was advertising its HNB product Ploom X Advanced on electronic screens. The advertisement clearly stated that the product is available for purchase at duty-free shops in Dubai Airport.
According to a first-hand observation by 2Firsts, the retail price of Ploom X Advanced in a duty-free shop in Dubai is 49 US dollars per unit.
It is worth noting that Japan Tobacco announced on May 8, 2024 that they will cease the sales of Ploom X Advanced in the Japanese market by mid-May 2025, at which point the product will be cleared from the market. Meanwhile, Japan Tobacco released the next generation heated tobacco device Ploom AURA in Japan on May 27, 2025, with plans to expand coverage to convenience stores across Japan starting in July.
Related Reading：
- 2Firsts Insights｜JT to Launch New Ploom AURA Heated Device Nationwide in July
- Japan Tobacco to Discontinue Ploom X Advanced; Next-Generation Device Set for May 27 Launch
Despite Ploom X Advanced exiting the domestic market in Japan, sales and promotional activities in overseas markets are still ongoing, as shown by advertisements at Dubai International Airport.
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