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2Firsts, September 2, 2025 - 2Firsts has noted that British American Tobacco Japan's new heated tobacco product, "glo Hilo," was officially launched nationwide in Japan on September 1. The prices are ¥3,980 (approximately $28) and ¥6,980 (approximately $49). According to 2Firsts' observations, the product quickly attracted market and user attention upon its launch. 2Firsts has collected and compiled the latest user feedback on the glo Hilo product from Japanese consumers.
Launch Background: Pilot Release in June, Nationwide Rollout in September
- June 9: British American Tobacco Japan (BAT Japan) launched its latest heated tobacco device, glo Hilo, in Miyagi Prefecture, Japan.
- June 23: BAT Japan announced it would promote a new heated tobacco product, "Glo Hilo," nationwide starting September 1.
- June 25: Tadeu Marroco, CEO of British American Tobacco (BAT), announced on LinkedIn that the company had officially launched its flagship heated tobacco product, glo Hilo, in Sendai, Miyagi Prefecture，Japan, calling it "the company's most groundbreaking premium innovation to date."
Product Features: Faster Preheat Speed and New Bluetooth Connectivity
It is reported that British American Tobacco Japan's (BAT Japan) new heated tobacco device, glo Hilo, uses a dedicated tobacco stick called "virto" and is equipped with TurboStart technology, which allows it to heat up in a few seconds. Additionally, the device can connect to the "myglo" application via Bluetooth to view puff counts, customize smoking times, and more.
User Feedback: Better Taste and Odor Control than IQOS
New Product Unboxing and Comparison Experience
- Some users shared unboxing photos, believing that glo Hilo is superior to IQOS in taste and odor control, and rated its smoking experience as "one of the best."
- However, some users pointed out that the heating time is too fast, leading to a "burnt taste" on the first puff.
Appearance and Design
- Several users posted photos praising the Hilo's color scheme, describing it as "somewhere between red and pink, very fashionable."
- The color is considered one of the key highlights for attracting consumers.
Flavor and Usage Experience
- One user directly commented, "glo Hilo is so delicious," emphasizing its flavor performance.
- The overall experience, when used with the dedicated Virto tobacco sticks, received positive feedback.
Overall, glo Hilo received positive user feedback in its initial launch in Japan:
- Advantages: Fashionable appearance, mild odor, and better taste than competitors (especially IQOS).
- Potential Issues: Some users mentioned that the heating is too fast and the initial puff has a slightly burnt taste; some users think the price of glo Hilo is too high, the device is expensive, and there are compatibility issues (e.g., unable to use hyper mode or mix with other brands' sticks, which could lead to safety risks).
On September 1, the search volume for the term "glo Hilo" on Google increased significantly, showing a high level of consumer interest in the new product.
Cover image source: kakaku
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