According to The Sun's report on December 19th, the British e-cigarette company Airscream UK Ltd plans to use Malaysia as a springboard to enhance its product coverage in the Southeast Asian region.
The company believes that Malaysia is an important location for its global operations due to the thriving e-cigarette market, which is worth over 3 billion Malaysian Ringgit ($670 million) and provides over 30,000 job opportunities.
Andrew Koh, brand and marketing manager of Airscream Malaysia, stated that the increasing demand for e-cigarettes is directly related to the company's marketing strategy. He noted that in regions where traditional cigarette usage is declining, such as Europe and Southeast Asia, interest in their products has significantly increased. There is a clear global trend of transitioning from traditional cigarettes to e-cigarettes, with reports from organizations like the World Health Organization (WHO) indicating that many smokers in various countries are making the switch. The shift from cigarettes to the less harmful e-cigarettes is a major factor driving growth in the industry.
According to the results of the National Health and Morbidity Survey 2022: Adolescents Health Survey released by the Malaysian Institute of Public Health, the use of traditional cigarettes has decreased from 13.8% in 2017 to 6.2% in 2022. However, the use of e-cigarettes has increased from 9.8% to 14.9%.
In response to concerns about how to ensure that non-smokers and minors cannot access their products, the spokesperson stated that Airscream UK promises to employ responsible marketing and retail practices.
We have strict age verification procedures in place at all points of sale, both online and in physical stores, and we work closely with partners and regulatory agencies to ensure all sales comply with local regulations. In addition, our minimalist packaging and adult-oriented marketing strategies are specifically aimed at adult smokers looking for alternatives.
He emphasized that the company is prepared to face regulatory challenges. Airscream Malaysia has established a dedicated research and development laboratory, with plans to obtain ISO certification next year.
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