2Firsts, December 22, 2025 —China’s e-cigarette exports remained at a relatively high level in November, following a strong rebound in October. While overall shipments softened marginally, export performance varied significantly across major destination markets.
The United States, China’s largest e-cigarette export destination, recorded exports of USD 549.1 million in November, a 7.1% decrease month-on-month from October. Despite the decline, the U.S. continued to account for roughly half of China’s total e-cigarette exports, maintaining its dominant position in the export structure.
The United Kingdom ranked second, with exports rising to USD 83.1 million, marking a 15.4% month-on-month increase. Germany, the third-largest destination, also extended its recovery, with exports climbing 8.8% to USD 58.6 million, indicating sustained improvement in core European markets.
Among Asian and Middle Eastern markets, South Korea posted the strongest growth, with exports surging 32.3% month-on-month to USD 45.5 million, lifting it to fourth place in the monthly ranking. The United Arab Emirates recorded exports of USD 35.6 million, down 3.1% from October, while Malaysia fell 7.3% to USD 31.9 million, though both remained among the top destinations.
In other markets, Russia and Canada reported moderate increases, with exports reaching USD 26.5 million and USD 26.2 million, respectively. Croatia remained in the top ten for a second consecutive month, with exports totaling USD 21.0 million. Indonesia re-entered the top ten, posting exports of USD 16.5 million in November.
Export concentration eased slightly, with the top ten destinations accounting for 81.6% of total exports, down from 83.1% in October, suggesting a modest pickup in shipments to non-core markets.
Overall, November’s data show that China’s e-cigarette exports stabilized after October’s surge. While U.S. demand cooled, growth in the UK, Germany and South Korea helped cushion the impact, highlighting continued regional divergence in global e-cigarette demand.
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