Key Points
- Philip Morris Japan is discounting IQOS ILUMA i devices by as much as ¥2,000, or about $12.70, from October 26 through November 8, its fourth confirmed nationwide convenience-store campaign of 2026.
- JT's previous Ploom AURA promotion cut the device from ¥2,980, or about $18.90, to ¥1,480, or about $9.40, and ended on October 25.
- Ploom's share of Japan's heated-products category rose from 10.9% in January 2024 to 18.3% in June 2026, a gain of 7.4 percentage points. JT's Heated Products volume increased 43.5% in the first half, with growth of Ploom in Japan among the main drivers.
- PMI says IQOS maintained about 68% of Japan's heated-tobacco category in the third quarter.
- TEREA rose from ¥580 at the start of 2026 to ¥640, or about $4.10, while Ploom's EVO reached ¥620, or about $3.90, in October as both companies continued discounting devices.
2Firsts
October 28, 2026
Philip Morris Japan launched a Black Friday discount campaign for the IQOS ILUMA i range across major Japanese convenience stores on October 26, with the promotion running through November 8.
IQOS ILUMA i ONE has been reduced from ¥3,980, or about $25.20, to ¥2,980, or about $18.90. IQOS ILUMA i is down from ¥6,980, or about $44.30, to ¥4,980, or about $31.60, while IQOS ILUMA i PRIME has been cut from ¥9,980, or about $63.30, to ¥7,980, or about $50.60.
The promotion covers major chains including 7-Eleven, FamilyMart, Lawson, Ministop, Daily Yamazaki, NewDays and Seicomart, with no coupon required. ILUMA i PRIME is available through 7-Eleven among convenience-store channels.
It is the fourth confirmed nationwide convenience-store discount campaign for IQOS in Japan this year, following promotions in January, May and from August 31 through September 13.
U.S. dollar equivalents use an exchange rate of approximately ¥157.7 per $1 as of October 27, 2026.
IQOS Runs Fourth Convenience-Store Campaign, Cutting Devices by Up to ¥2,000
The discount on ILUMA i ONE is smaller than during the late-summer promotion.
From August 31 through September 13, the device was cut from ¥3,980 to ¥1,980, or about $12.60, a ¥2,000 reduction. The latest campaign prices it at ¥2,980, a ¥1,000 discount.
ILUMA i and ILUMA i PRIME are each discounted by ¥2,000, to ¥4,980 and ¥7,980 respectively.
Philip Morris Japan has now run nationwide convenience-store device promotions in January, May, late August through September, and October through November in 2026, making convenience stores an important channel for short-term IQOS hardware pricing.
Ploom AURA Ends ¥1,480 Promotion as Japan Share Reaches 18.3%
The latest IQOS campaign began one day after JT ended a discount on Ploom AURA.
JT sold the Ploom AURA starter kit for ¥1,480, or about $9.40, down from a suggested retail price of ¥2,980, from September 14 through October 25. The campaign covered the CLUB JT online store, Ploom Shops, convenience stores and tobacco retailers.
Philip Morris Japan began its latest IQOS promotion on October 26. At ¥2,980, the current promotional price of IQOS ILUMA i ONE is roughly twice the price offered for Ploom AURA during JT's preceding campaign.
The companies' promotions have also followed each other closely before. IQOS cut ILUMA i ONE to ¥1,980 from August 31 through September 13, while JT began its ¥1,480 Ploom AURA campaign on September 14.
Ploom has meanwhile continued to gain share in Japan.
JT's second-quarter 2026 CFO presentation shows Ploom's share of Japan's Heated Products category rising from 10.9% in January 2024 to 18.3% in June 2026, a gain of 7.4 percentage points.
JT's Heated Products volume rose 43.5% year over year in the first half of 2026. The company cited growth of Ploom in Japan as one of the main drivers of its RRP volume performance.
Neither company has publicly characterized the timing of the recent campaigns as a direct response to the other's promotion.
IQOS Holds About 68% as PMI Uses SENTIA to Cover Lower Price Points
PMI's latest disclosures still show IQOS holding a substantial lead in Japan's heated-tobacco category.
The company said IQOS maintained about 68% category share in Japan in the third quarter of 2026.
Adjusted in-market sales of heated-tobacco units in Japan rose 3.4% year over year, or 1.3% excluding estimated consumer pantry-loading ahead of the October 1 price increase.
PMI also said lower-priced SENTIA continued to attract consumers more sensitive to TEREA pricing.
After the October price changes, TEREA is priced at ¥640 per pack, or about $4.10, while SENTIA is ¥590, or about $3.70. JT's Ploom ranges include EVO at ¥620, or about $3.90, Mevius at ¥590 and Camel at ¥570, or about $3.60.
TEREA is currently priced ¥20 above EVO.
Stick Prices Rise Twice in 2026 as PMI and JT Keep Cutting Device Entry Costs
Japan changed the taxation of heated-tobacco products in two stages in 2026 as part of an effort to narrow the tax-burden gap between heated tobacco and cigarettes. The first stage took effect on April 1 and the second on October 1. Further national tobacco-tax increases are scheduled in stages in 2027, 2028 and 2029.
The changes have pushed up retail prices for major heated-tobacco consumables.
On April 1, PMI raised TEREA from ¥580, or about $3.70, to ¥620 and SENTIA from ¥530, or about $3.40, to ¥570. On October 1, TEREA increased again to ¥640 and SENTIA to ¥590.
JT also raised prices on October 1, taking EVO from ¥580 to ¥620, Mevius from ¥550 to ¥590 and Camel from ¥530 to ¥570.
Japan's heated-tobacco market has therefore seen higher stick prices alongside repeated temporary reductions in device prices during 2026.
IQOS ILUMA devices are used with products including TEREA and SENTIA, while Ploom AURA supports ranges including EVO, Mevius and Camel. Hardware pricing directly affects the upfront cost of entering each company's consumables ecosystem.
With IQOS still holding about 68% category share and Ploom reaching 18.3%, PMI and JT are continuing to lower device acquisition costs while maintaining multiple price tiers across their consumables portfolios.
Competition in Japan's heated-tobacco market is increasingly centered on device acquisition, consumable price segmentation and convenience-store distribution.
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Cover Image: IQOS Japan
