Japan Tobacco $2914 (+1.67%)
re-enters the South Korean HTU market.
The Group withdrew from South Korea in 2021. The market is now controlled by $PM (+0.35%) and KT&G $033780 which have around 90% of the market share, with the remainder falling to $BATS (+1.01%) . Now JT wants to re-enter the market with ploom x (which will most likely also be the platform for $MO (+0.57%) 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.