Key Points
- PMI Korea partners with Italian design brand Seletti to launch the IQOS ILUMA i limited “Seletti Edition.”
- Pre-orders open on IQOS.com for IQOS Club Platinum/Gold members from 29 October; general sales start on 30 October via the website and nine IQOS-owned stores across South Korea.
- Two models at launch: IQOS ILUMA i Prime Seletti Edition and IQOS ILUMA i Seletti Edition.
- Features include the SMARTCORE sensing system, touchscreen, Pause Mode, and Flex Puff.
2Firsts, 29 October 2025 — According to Bizworld, Philip Morris International (PMI) Korea announced a collaboration with Italian design brand Seletti to introduce the limited “Seletti Edition” for IQOS ILUMA i. PMI Korea said pre-orders will open on 29 October via the official IQOS store, IQOS.com, for IQOS Club Platinum and Gold members, with sales beginning on 30 October through IQOS.com and nine IQOS directly operated stores in South Korea.
On features, the new series retains the IQOS ILUMA i SMARTCORE sensing system and adds a touchscreen, Pause Mode, and Flex Puff. The South Korean line-up includes the IQOS ILUMA i Prime Seletti Edition and the IQOS ILUMA i Seletti Edition; pre-order customers will receive an exclusive accessories set.
According to previous 2Firsts coverage, the IQOS ILUMA i “Seletti Edition” limited series debuts first in Japan and will appear at major airports between October and December through pop-up activations and customised displays, before expanding to 13 travel-retail markets including South Korea, Dubai, Italy, Switzerland and Malaysia.
Cover image source: Bizworld.
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
