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Key Highlights:
·"E-cigarette + traditional cigarette": South Korean brand ETo has launched the ETo HYBRID, while FirstUnion Group's CFU has also introduced the MixIn. Both products integrate the functions of e-cigarettes and traditional cigarettes.
·Product differentiation: The ETo HYBRID adopts a working mode of "e-cigarette atomization + HNB," emphasizing the reduction of harmful substance emissions and restoring the original flavor of tobacco; while MixIn focuses on "e-cigarette atomization + cigarette mouthpiece," enhancing the flavor and smoke volume of cigarettes through atomization technology.
·ETo HYBRID product features include a streamlined flat appearance, with the e-cigarette part being replaceable pods that offer a variety of flavors. The heating tobacco part is compatible with over 60 different types of common cigarettes on the market.
·B2B sales model: ETo HYBRID has started selling through its own B2B distribution platform, EM-VAPE, primarily targeting corporate clients.
【By 2Firsts】Recently, the South Korean brand ETo has released a new product called "ETo HYBRID" which combines the functions of heating cigarettes and e-cigarettes, further integrating traditional tobacco and e-cigarette technology in both design and usage. In May, the CFU Vaping Experience under the FirstUnion Group also launched a similar "hybrid" device called MixIn. This trend shows that more and more manufacturers are exploring the possibility of a combined "e-cigarette + cigarette" form.
E-cigarette with a Cigarette "Two-In-One" Design
Based on press releases from PR platforms such as CNET and SenTV, Firsts has compiled the product features of "ETo HYBRID" as follows:
·The ETo HYBRID features a sleek, flat design. According to the product diagram, one end can be used as an e-cigarette, while the other end can be inserted into a traditional cigarette.
·The e-cigarette features a pod system design, with pods available in various flavors including "Pure," "Mix Berry" with 0.95% nicotine content, "Soft Menthol," and "Double Menthol.
·Heating tobacco: According to the brand, ETo HYBRID is compatible with over 60 common cigarette brands on the market.
It is worth noting that at the Birmingham exhibition in May this year, CFU Vaping Experience, a subsidiary of the FirstUnion Group, also launched a smart hybrid product called MixIn, which integrates the functions of e-cigarette and traditional cigarette. Users can use it to:
·Used alone as an e-cigarette.
·Smoking traditional cigarettes.
·At the same time, using the vaporization function of e-cigarettes to give traditional cigarettes a richer flavor. (Read more)
It is worth noting that, although both ETo HYBRID and MixIn combine the functions of "e-cigarette+ cigarette" in terms of product form, the working mode of ETo HYBRID is vaporizing and heating tobacco for e-cigarettes, the brand introduction states, "It uses heating instead of burning, which is said to minimize the emission of harmful substances such as tar and carbon monoxide to the greatest extent possible, while also restoring the taste of tobacco itself.
MixIn's work mode involves both vaporizing e-cigarettes and using them as cigarette mouthpieces. The brand claims to "reduce the inhalation of harmful substances in cigarettes through intelligent technology, while incorporating vaporization technology to enhance multi-level flavors and delicate smoke." They also state that "in mixed inhalation mode, the vaporized liquid and cigarette smoke work together to produce a fuller amount of smoke.
Although the two products have different "hybrid inhalation" logic, they are both essentially attempting to break the boundaries between e-cigarettes and traditional tobacco, and to find more flexible user usage scenarios.
Sales Update: ETo HYBRID Launches on Own Platform; MixIn Listing Status Unclear
According to observations by 2Firsts, ETo HYBRID is currently available for sale on the B2B distribution platform EM-VAPE under EM-Tech and is categorized as a "proprietary brand" product line on the platform. The EM-VAPE website indicates that only registered business members have access to product prices and purchasing privileges, and registration requires providing business licenses, retail qualifications, and other company information.
According to public information, EM-Tech initially focused on audio components and headphone devices. Since 2017, the company has expanded into the e-cigarette ODM business and in 2023, launched the "Unique Platform" initiative aimed at establishing a diverse e-cigarette platform system. Currently, their portfolio includes international brands such as ASPIRE, FREETONE, and NASTY.
Meanwhile, MixIn made its debut in May 2025, but to date, 2Firsts has not found any online sales information for the product.
Quick Summary of Firsts
When MixIn made its first appearance on the 2Firsts platform, the brand stated that the product was the "world's first intelligent mixed smoking product that supports harm reduction for cigarettes and flavor enhancement through vaporization" (read more). Two months later, the launch of the South Korean brand ETo HYBRID further indicates that manufacturers are systematically exploring this market segment direction. From a product logic perspective, these types of products can serve as a way for traditional cigarette smokers to transition to e-cigarettes, and they may also become an emerging product category with regional market potential.
However, finding a balance between ensuring safety, product compliance, and consumer education will be the key challenge for these hybrid vaping products to achieve scalability. 2Firsts will continue to keep an eye on the developments in this field.
As a leading global NGP media and think tank, 2Firsts is committed to providing the latest product and technology information and insights for practitioners worldwide in categories such as e-cigarettes, heated tobacco products and modern oral products. This aims to drive technological transformation and innovation for NGP products globally, ultimately bringing safer products and lifestyles to tobacco consumers worldwide.
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