2Firsts, November 13 2025 — 2Firsts observed that Japan Tobacco (JTI) has opened an independent counter for its heated tobacco brand Ploom inside Dubai International Airport’s duty-free area.
The counter is themed “Heated Tobacco Technology”, following Ploom’s signature minimalist and technology-driven design language. A large digital display at the center continuously plays promotional footage of the brand’s latest device, Ploom AURA (Navy Blue).
Of particular note is an interactive “Flavor Experience Device”, which allows visitors to press a button to release aromas corresponding to different flavor variants. Flavors currently showcased include Tobacco, Menthol, and Berry, among others.
According to 2Firsts’ observation, such interactive design remains uncommon in global new-tobacco retail. By using scent rather than direct inhalation, it enables limited sensory engagement with the product in indoor, smoke-free environments.
In addition, Ploom AURA devices are now officially available for purchase at Dubai Duty Free. Each unit is priced at AED 169 (about USD 46.9) and labeled “NEW ARRIVALS.”
The store also offers a promotional bundle — customers who buy any Ploom AURA device together with a pack of EVO Aura 200s sticks (available in Silver, Gold, Azure, Amber, Ruby, and Purple options) can purchase both for AED 176.4 (about USD 49). The EVO sticks are also sold separately at AED 144 (USD 40) per pack, each carrying a standard health warning label.
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