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Key Points
- JT launched the refreshed Ploom CUBE design in Japan on September 8.
- The device now comes in Pebble White and Cobalt Black, replacing four previous body colors.
- The Starter Kit remains priced at JPY 2,980.
- JT is adding five Front Panel colors and three Fabric Back Cover colors; the new accessories are not compatible with the previous Ploom CUBE.
- Sales began through official and Ploom channels on September 8, with nationwide convenience-store and selected tobacco-retail availability planned from October 13.
- JT says Ploom has room to grow among men in their 20s and 30s and among female users, while CUBE already shows relatively strong appeal in these groups.
- Ploom AURA cumulative device sales surpassed 6 million units by August 2026, while Ploom's share of Japan's heated tobacco market has continued to rise.
2Firsts
September 9, 2026
According to information published on JT's official website on September 8, 2026, Japan Tobacco (JT) has launched a refreshed design for Ploom CUBE in Japan. The device retains the existing rounded-cube form and heating platform while replacing the previous Jet Black, Gold, Navy Blue and Luna Silver body colors with Pebble White and Cobalt Black, alongside a new accessory lineup.
The refreshed Ploom CUBE Starter Kit remains priced at JPY 2,980. Sales began on September 8 through CLUB JT Online Shop, Ploom Shop and other official channels, with broader distribution through convenience stores and selected tobacco retailers nationwide planned from October 13.
Two New Body Colors Replace Four Existing Options
The refreshed Ploom CUBE retains its palm-sized Rounded Cube form factor while updating its finish and color system.
The new body colors are:
● Pebble White
● Cobalt Black
The previous Jet Black, Gold, Navy Blue and Luna Silver versions will be discontinued.
JT is also using a more matte-oriented surface treatment as part of the visual and tactile update.
Parameter | Specification |
Company | Japan Tobacco |
Brand | Ploom |
Product | Ploom CUBE |
Product Category | Heated tobacco device |
Update Type | Design refresh |
Form Factor | Rounded Cube |
New Body Colors | Pebble White / Cobalt Black |
Previous Body Colors | Jet Black / Gold / Navy Blue / Luna Silver |
Starter Kit Price | JPY 2,980 |
Heating Technology | SMART HEATFLOW |
New Front Panels | 5 colors |
New Fabric Back Covers | 3 colors |
Front Panel Price | JPY 1,480 |
Fabric Back Cover Price | JPY 1,980 |
Compatibility With Previous CUBE | New accessories not compatible |
Docking Station | Existing unit remains compatible |
Official-Channel Sales | From September 8, 2026 |
Convenience Stores and Selected Tobacco Retailers | From October 13, 2026 |
Accessory System Updated, With No Backward Compatibility
JT is refreshing the CUBE accessory lineup alongside the device.
The new Front Panel colors are:
● Pebble White
● Cobalt Black
● Lime Green
● Lilac Purple
● Sand Brown
Each is priced at JPY 1,480.
Fabric Back Covers are offered in:
● Coral Pink
● Pastel Mint
● Misty Blue
Each is priced at JPY 1,980.
JT states that the new Front Panels and Fabric Back Covers cannot be used with the previous Ploom CUBE design.
The existing Ploom Docking Station, however, remains compatible with the refreshed device.
JT is also phasing out a number of previous Front Panels, Fabric Back Covers, Leather Back Covers and Fabric Carry Cases as the new accessory system is introduced.
Nationwide Convenience-Store Expansion From October 13
The refreshed Ploom CUBE first went on sale on September 8 through CLUB JT Online Shop, official Rakuten and Yahoo stores, Ploom Shop and Ploom STAND.
From October 13, 2026, JT plans to expand availability to convenience stores and selected tobacco retailers nationwide.
The move broadens the device's retail footprint beyond its more concentrated official and specialist channels.
JT is also supporting the relaunch with physical experience events. These include “THE SMOKING LOUNGE SHIBUYA by Ploom CUBE” at MIYASHITA PARK in Tokyo from October 1 to 12, along with temporary experience locations in Shimbashi, Ueno, Yurakucho and Harajuku.
Refresh Aims to Broaden Appeal Among Younger Men and Women
The design refresh also reflects Ploom's current user mix.
Impress Watch reported that, compared with the overall user profile of Japan's heated tobacco-stick market, Ploom has a relatively lower share among men in their 20s and 30s and among female users across age groups.
ORICON, meanwhile, reported that Ploom CUBE itself has already shown comparatively strong appeal among younger consumers and women.
The refreshed colors, interchangeable accessories and broader convenience-store distribution expand CUBE's presence among those groups.
Ploom AURA Cumulative Sales Surpass 6 Million Units
The CUBE update comes amid continued growth for the broader Ploom business.
JT says cumulative sales of Ploom AURA surpassed 6 million units by August 2026. Since its 2025 launch, AURA had reached 2 million units by August 2025, 4 million by January 2026 and 5 million by May 2026.
JT has also reported that Ploom's volume share of Japan's heated tobacco market rose from about 3.4% in 2021 to 15.7% in the fourth quarter of 2025.
Ploom AURA and Ploom CUBE occupy different form-factor positions within the portfolio. AURA uses a slimmer design, while CUBE retains the brand's cube-oriented visual heritage. Both use the Ploom tobacco-stick ecosystem.
Device Refresh Comes Alongside Tobacco-Stick Expansion
JT is also updating the Ploom tobacco-stick portfolio during September and October.
MEVIUS Tropical Option is scheduled for nationwide launch from October 6, expanding the Ploom tobacco-stick lineup to 32 variants.
EVO Cacao Mint Crystal will also move from limited channels to nationwide retail from October 6, alongside a limited 22-stick pack.
The current Ploom update cycle therefore spans device design, retail distribution and tobacco-stick portfolio expansion.
Industry Perspective
The refreshed Ploom CUBE centers on design, accessories and retail distribution rather than a new heating platform.
Two new body colors replace the previous four-color lineup, while new Front Panels and Fabric Back Covers create a revised personalization system. The new accessories are not backward compatible with the previous CUBE design.
At the same time, the planned October rollout into convenience stores and selected tobacco retailers moves CUBE further into mainstream retail.
Against a backdrop of rising Ploom AURA sales and broader Ploom market-share growth, JT is using CUBE to play a more distinct design and audience-segmentation role, with the refresh aimed at strengthening reach among younger men and female users.
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