Philip Morris Japan has announced the launch of its new tobacco stick, TEREA Shine Pearl, designed specifically for the IQOS ILUMA i and IQOS ILUMA series. Set to hit the market on April 15, 2025, this innovative product will be available at the IQOS online store and in four IQOS stores across Japan, as well as in select IQOS shops such as Yamada Denki and Bic Camera. Starting April 28, 2025, TEREA Shine Pearl will also be sold at various tobacco retailers nationwide, including convenience stores.
The price for a pack of 20 sticks is set at 580 yen, inclusive of tax. TEREA Shine Pearl is categorized under capsule-filled menthol flavors, promising a refreshing experience. The product is conceptualized around a "popping, aromatic, and fruity scent," offering a delightful menthol flavor before the capsule is crushed, and a burst of fruity aroma with a muscat scent afterward.
This new addition brings the total number of flavors in the TEREA lineup to 24, showcasing Philip Morris Japan's commitment to diversifying its product offerings. The previous flavor released in the TEREA series was TEREA Revive Pearl, which debuted in January 2025. With TEREA Shine Pearl, the company aims to cater to a growing consumer preference for unique and flavorful smoking experiences.
The packaging for TEREA Shine Pearl features a base color of green, consistent with other capsule-filled menthol products, but is highlighted by a light green accent that gives it a fresh and clean appearance. This design is intended to evoke the feeling of spring and early summer, aligning with the product's fruity flavor profile.
Upon opening the package, consumers can expect a refreshing mint aroma, which is a common characteristic of capsule-filled menthol types. When tested without crushing the capsule, the flavor profile is reminiscent of previous offerings, but with a softer attack and a gradual cooling sensation that builds over time.
Once the capsule is crushed, users can enjoy a sweeter, juicier flavor reminiscent of popular chewing gums from the late Showa and early Heisei periods, such as Kiss Mint Gum. The muscat flavor is complemented by hints of pear and green apple, creating a well-rounded fruity experience that is likely to appeal to many consumers.
Daniel Sevcik, Portfolio & Marketing Director of Philip Morris Japan, emphasized the versatility of TEREA Shine Pearl, stating, "You can enjoy a change in flavor by crushing the capsule based on your mood and the scene." This flexibility is designed to enhance the overall smoking experience, allowing users to customize their enjoyment of the product.
Philip Morris Japan is committed to promoting a smoke-free society, and with the introduction of TEREA Shine Pearl, the company continues to innovate within the heated tobacco market. The company has invested significantly in developing smoke-free products, with a vision to phase out traditional cigarettes. Since 2008, Philip Morris International (PMI) has invested around $14 billion in research and development to create smoke-free alternatives that satisfy adult smokers.
As of April 2025, there are four IQOS stores operating nationwide, and the company is dedicated to expanding its presence in the market. The launch of TEREA Shine Pearl is part of a broader strategy to cater to adult smokers over the age of 20, while adhering to legal regulations that prohibit smoking by individuals under this age.
In conjunction with the product launch, Philip Morris Japan will host a display of TEREA Shine Pearl at its IQOS stores in Sapporo, Ginza, Nagoya, and Shinsaibashi. Additionally, three of these stores will offer a new drink called Shiny Salty Latte, available to customers who meet specific membership criteria.
From April 15, 2025, until the end of the promotional period, customers can participate in a lottery to win a pack of TEREA Shine Pearl by using points earned through the IQOSPHERE website or the official IQOS LINE account. For 50 points, consumers can enter the lottery, or they can exchange 1,000 points for a pack of the new tobacco sticks.
In summary, TEREA Shine Pearl represents Philip Morris Japan's ongoing efforts to innovate within the heated tobacco market and meet the evolving preferences of adult smokers. With its unique flavor profile and flexible usage options, this new product is poised to attract attention in the competitive landscape of tobacco products.
As always, it is important to remember that smoking is prohibited for individuals under the age of 20, and the health risks associated with tobacco use, including exposure to carcinogens and nicotine addiction, should not be overlooked. Consumers are encouraged to be mindful of their smoking habits and consider the health implications associated with tobacco products.
