On June 12, 2025, Philip Morris Korea officially unveiled its latest innovation in the heated tobacco market: the IQOS ILUMA i ONE. This new device marks the entry-level addition to the ILUMA i series, which already includes the IQOS ILUMA i Prime and ILUMA i models introduced earlier this year in February. Designed to complete the series lineup, the ILUMA i ONE aims to combine cutting-edge technology with user-friendly features at an accessible price point of 59,000 won.
The IQOS ILUMA i ONE boasts a compact all-in-one design that emphasizes both convenience and practicality. One of its standout features is the 'Auto Start' function, which automatically initiates heating the moment a dedicated tobacco stick is inserted, eliminating the need for manual activation. This seamless experience is further enhanced by the 'Flex Puff' technology, a smart system that analyzes individual usage patterns and allows up to four additional puffs within a six-minute window. Users can enjoy a personalized and smooth experience without ever pressing a button.
Portability is another strong suit of the ILUMA i ONE. Weighing just 74 grams and encased in a durable full aluminum body, the device offers a minimalist yet robust feel. It supports up to 20 consecutive uses on a full charge, making it practical for daily use without frequent recharging. Consumers can also choose from four distinct colors—Breeze Blue, Midnight Black, Vivid Terracotta, and Digital Violet—to suit their personal style.
Perhaps one of the most innovative aspects of the ILUMA i ONE is the incorporation of the SMARTCORE INDUCTION SYSTEM™. This technology removes the need for users to clean the device after use, ensuring a consistent and hassle-free experience from start to finish. By automating maintenance, Philip Morris Korea has addressed a common pain point for users of heated tobacco products, enhancing overall satisfaction.
Yoon Hee-kyung, CEO of Philip Morris Korea, emphasized the significance of this launch, stating, "IQOS ILUMA i ONE is a new product that combines convenience and practicality based on technological innovation. It is designed not only for adult smokers transitioning to smoke-free products but also for adult users with diverse lifestyles who want to use it easily at a reasonable price in their daily lives." She added, "We expect this device to contribute to accelerating the realization of a 'smoke-free future,' a vision Philip Morris has long pursued."
The ILUMA i ONE is now available nationwide through nine official IQOS stores, the official online store, and major convenience stores across South Korea. To encourage adult smokers to transition to smoke-free alternatives, Philip Morris Korea is offering a discount of up to 20,000 won for first-time users of the ILUMA i series, including the ILUMA i ONE. Details of this promotion are accessible on the official IQOS website.
This launch follows a series of successful product introductions by Philip Morris Korea earlier this year. The IQOS ILUMA i Prime and ILUMA i, both unveiled in February 2025, received positive market feedback. In April, the company released the limited-edition IQOS ILUMA i Mineral, which sold out within six days, underscoring strong consumer demand. Additionally, the nationwide launch of Sentia, a product aimed at adult smokers new to IQOS, further demonstrates Philip Morris Korea’s commitment to expanding its portfolio and supporting the transition to non-combustible tobacco products.
Philip Morris Korea’s strategy reflects a broader industry trend toward smoke-free alternatives, driven by technological innovation and consumer demand for less harmful options. The ILUMA i ONE’s combination of smart features, portability, and affordability positions it well to attract adult smokers seeking a modern, convenient alternative to traditional cigarettes.
By integrating advanced features like automatic heating and personalized puffing with a maintenance-free design, the ILUMA i ONE stands out in a crowded market. Its sleek aluminum body and color options also cater to users’ aesthetic preferences, making it not just a device but a lifestyle accessory.
As Philip Morris Korea continues to innovate and expand its product line, the company is poised to play a significant role in shaping the future of tobacco consumption in South Korea. The ILUMA i ONE represents a meaningful step toward reducing the harm associated with smoking by providing adult smokers with a compelling, practical alternative. With its focus on convenience, personalization, and technology, this new device could accelerate the shift toward a smoke-free future that Philip Morris envisions.
