Product | Ploom AURA surges since May launch, sets JT’s fastest-ever 2-million-unit record

Sep.04

Japan Tobacco (JT) announced the first model in a new limited-color series for its heated-tobacco device Ploom AURA, “Amber Haze,” to be released in limited quantities from September 2 via the CLUB JT online store and Ploom Shops nationwide. As of August, Ploom AURA’s cumulative sales (shipment basis) have surpassed 2 million units—achieved at the fastest pace in JT’s history.

Key points

New release: JT introduces the first limited color in the Ploom AURA series—“Amber Haze.”
On-sale date: From September 2, 2025, in limited quantities via the CLUB JT online store and Ploom Shops nationwide.
Sales milestone: Since its May launch, Ploom AURA exceeded 2 million cumulative units by August, the fastest record in JT history.
Store update: The Ploom Shop at Tokyo Station will close on September 30.

2Firsts, September 4, 2025 — In a press release, Japan Tobacco (JT) said Ploom AURA will add the limited-edition “Amber Haze” color, available in limited quantities starting September 2 through the CLUB JT online store and Ploom Shops across Japan.

According to JT, following an initial launch on May 27 and nationwide expansion in July, Ploom AURA has continued to perform strongly. By August, cumulative sales (on a shipment basis) had surpassed 2 million units—the fastest time to that mark among JT’s heated-tobacco devices (measured by time to reach 2 million cumulative shipments compared with prior JT devices).

“Amber Haze” features a high-gloss yellow tone described by the company as “shimmering like it’s from another world,” aimed at highlighting users’ style and individuality. The Ploom AURA starter kit has a suggested retail price of JPY 2,980 (tax included; about USD 20) and includes the device, cleaning sticks, and a USB Type-C cable; the AC adapter is sold separately at JPY 980 (tax included; about USD 6.6).

Sales channels include the CLUB JT online store (launching at 10:00 on September 2), Ploom Shops nationwide (Sapporo, Ginza, Nagoya, Namba, Hiroshima, Tenjin), Ploom STAND locations, and select tobacco retailers. JT also announced that the Ploom Shop at Tokyo Station will close on September 30, 2025.

Cover image credit: NEOSMO

References:

[1] 「Ploom AURA」から、リミテッドカラーシリーズ第1弾「アンバーヘイズ」登場 9月2日より、CLUB JTオンラインショップ等で数量限定発売～好調が続く「Ploom AURA」は、累計販売数量200万台をJT史上最速で突破～

Also Read:

[1] Japan Tobacco Launches Nationwide Sale of Ploom AURA and EVO Set at Half Price—Limited Offer for Around $9

[2] Japan Tobacco 2025 H1 Financial Report: Net Profit Up 5% YoY to $2.1 Billion, Heated Tobacco Shipments Rise Nearly 30%

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

Tennessee Cracks Down on Vaping: 10 % Tax Hike, Expanded Enforcement Powers, Mandatory ID Checks at Every Retail Counter

New Tennessee laws passed this year impose a 10 % tax on vaping products, empower the Tennessee Alcoholic Beverage Commission (TABC) to conduct compliance inspections, and set steep fines for retailers who sell to minors. Yet, with no statewide retail-licensing scheme for e-cigarettes, enforcing the penalties remains problematic. Meanwhile, stores in cities like Jackson have voluntarily stepped up ID scanning and product tracking to help the rules take hold.

Dec.03 by 2FIRSTS.ai

Lancet Study Finds Rising Use of Nicotine Pouches in Britain

A study published in The Lancet has found that nicotine pouch use is increasing in Britain, particularly among young men. Usage among people aged 16 to 24 has risen sharply since early 2022.

Dec.17 by 2FIRSTS.ai

Russia’s FSB Seizes Illegal Vape Warehouse Worth USD 6 Million

Russia’s Federal Security Service (FSB) in the Tula Region dismantled an underground warehouse containing counterfeit vape products worth over 500 million rubles (approximately USD 6 million). A 27-year-old suspect was detained and faces up to 12 years in prison.

Nov.06 by 2FIRSTS.ai

2Firsts Insights | From Limited-Edition Frenzy to Interactive Lead-Gen: The 2025 Halloween Shift in Vape Marketing

For Halloween 2025, leading vape brands such as HQD and ELFBAR are running overseas social-media engagement campaigns—covering points programs and UGC giveaways with age/region restrictions. Unlike 2024’s wave of themed devices, no brand-new Halloween limited editions have appeared on major U.S. channels this year; only RAZ has restocked last year’s version.