Following Japan debut, IQOS ILUMA i “Seletti Edition” limited series launches in South Korea.

Oct.29

Philip Morris International (PMI) Korea announced a collaboration with Italian design brand Seletti to launch the IQOS ILUMA i limited “Seletti Edition.” Pre-sales begin on the 29th at IQOS.com for IQOS Club Gold and Platinum members, with sales from the 30th via the website and nine IQOS-owned stores nationwide. PMI previously said the series would debut in Japan first before rolling out to 13 global travel-retail markets.

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.

References:

[1] 한국필립모리스, 아이코스 일루마 i 한정판 ‘셀레티 에디션’ 선보여

Also Read:

[1] Philip Morris International and an Italian Design Brand Launch Limited-Edition IQOS Collaboration, Debuting in Japan Before Expanding to 13 Travel Retail Markets

[2] Philip Morris Korea Extends IQOS ILUMA i Warranty to 18 Months, Says Move Will Boost Smoke-Free Product Growth

[3] PMI Japan to Launch Limited Edition IQOS ILUMA i "Galaxy Blue", Introduces New TEREA Clear Regular Flavo

[4] US FDA releases MRTP renewal application materials for IQOS heated tobacco product and will hold an expert meeting in October

[5] Philip Morris Korea Launches IQOS ILUMA Capsule Stick “TEREA Riviera Pearl,” Unveils New Packaging Design

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