2Mo·

Japan Tobacco $2914 (+1,33 %)
re-enters the South Korean HTU market.


The Group withdrew from South Korea in 2021. The market is now controlled by $PM (-2,94 %) and KT&G $033780 which have around 90% of the market share, with the remainder falling to $BATS (-0,93 %) . Now JT wants to re-enter the market with ploom x (which will most likely also be the platform for $MO (-0,65 %) in the USA) to re-enter the market.


This should be quite interesting as it will test brand loyalty. It is not yet clear whether loyalty to HTU products is as high as for cigarettes.

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