Japan Tobacco $2914 (-0,67 %)
re-enters the South Korean HTU market.

The Group withdrew from South Korea in 2021. The market is now controlled by $PM (+0,48 %) and KT&G $033780 which have around 90% of the market share, with the remainder falling to $BATS (-0,24 %) . Now JT wants to re-enter the market with ploom x (which will most likely also be the platform for $MO (+0,78 %) 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.