Key Takeaways
- PMFTC, the Philippine affiliate of Philip Morris International (PMI), has opened its latest IQOS flagship boutique in the Philippines
- The flagship store is positioned as a multi-sensory, immersive retail space
- The store features the Philippines’ first IQOS Scent Experience
- Limited-time mocktail pairing and device engraving services are available
- The flagship boutique officially opened on December 19, 2025
2Firsts, December 29, 2025 – According to People’s Journal, PMFTC, the Philippine affiliate of Philip Morris International (PMI), opened an IQOS flagship boutique on December 19 in the Ayala business district of Makati City. The company said the flagship store was designed as a multi-sensory flagship space for legal-aged nicotine users.
The newest IQOS flagship boutique offers a multi-sensory experience, including the Philippines’ first IQOS Scent Experience zone. During the opening period, the store also features a limited-time mocktail pairing bar and a personalized device engraving station. An art wall inside the boutique showcases the upcoming IQOS x ISABEL collaboration.
Gijs De Best, President of PMFTC, said that the flagship boutique represents an evolution in how the company engages with legal-aged nicotine users. He noted that the space highlights IQOS innovation through elements such as scent, taste, personalization, and art, while aiming to deliver a modern, premium, and immersive retail experience.
As previously reported by 2Firsts, in November 2025, PMFTC, the Philippine affiliate of Philip Morris International (PMI), launched new nicotine pouch products ZYN Bright Green 1.5mg and the heated tobacco device IQOS ILUMA i in the Philippines.
Cover image source: People’s Journal
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