According to the report by Korea’s “Asiae”, Philip Morris Korea of South Korea announced the official launch of the liquid electronic cigarette brand VEEV in South Korea, and simultaneously released the VEEV inPRIME device and the VEBI inPRIME dedicated e-liquid.
This is another core non-smoking product category launched by Philip Morris International in the Korean market following the IQOS heated tobacco product and ZYN nicotine pouches. It further enhances its “multi-category non-smoking product” strategic layout.
According to the company’s introduction, VEEV adopts a design featuring replaceable cartridges and rechargeable devices, rather than the one-time use model of electronic cigarettes. Philip Morris International stated that this design helps reduce environmental impact and, to some extent, addresses market concerns about minors obtaining one-time use electronic cigarettes.
VEEV adopts both the closed pod system architecture. Compared with the open oil injection system, users cannot add or mix the e-liquid by themselves, thereby reducing the potential risks associated with self-modification or liquid blending.
The model launched in South Korea this time is VEEV inPRIME. This product is equipped with the Advanced Vape Induction System independently developed by Philip Morris International. It uses an induction heating method to achieve non-contact heating of the e-liquid, ensuring a more uniform temperature distribution and stable flavor output.
The device is also equipped with a low liquid level detection function. When the e-liquid in the cartridge is about to run out, the system will automatically alert the user and stop heating to reduce the burnt taste caused by “core clogging”.
In addition, VEEV inPRIME also incorporates a vibration feedback function, which can convey device information such as charging status and low liquid level alerts to users through different vibrations.
VEEV inPRIME offers a total of five body colors. The suggested retail price in the Korean market is 29,000 Korean won (approximately 21 US dollars). During the initial launch, consumers can purchase it at the IQOS flagship store for 10,000 Korean won, and in convenience store channels for 15,000 Korean won.
The VEBI inPRIME e-cigarette cartridge has a capacity of 2 milliliters. Each cartridge can provide approximately 1,400 puffing experiences (assuming each puff takes 1 second). The first five flavors to be launched in the Korean market are Red Wave, Purple Wave, Sun Wave, Garden Wave and Blue Fresh. The suggested retail price is 8,000 Korean won.
According to the plan, VEEV inPRIME will start pre-sale at the IQOS flagship store in South Korea on June 22nd, and will be officially available for sale in about 14,000 mainstream retail outlets such as convenience stores from July 2nd.
The data disclosed by Philip Morris International in 2025 shows that VEEV has now entered 42 markets worldwide, and has become the leading brand in the closed rechargeable e-cigarette category in six European markets such as Italy and Greece.
Analysts believe that as the competition in the Korean e-cigarette market intensifies and the regulation of disposable e-cigarettes becomes stricter, VEEV’s closed refill system and rechargeable design indicate that Philip Morris International is attempting to strengthen its market position in the vaping products sector through a “high-end, sustainable and compliant” approach.