PMI Expands ZYN by IQOS in Japan With New Strong Nicotine Pouch Series

Philip Morris Japan (PMJ) announced on August 18, 2026, that it had started selling four new ZYN by IQOS Strong products in Japan. The launch introduces a higher-strength tier alongside the existing Low and Medium options, bringing the brand’s total number of products available in the Japanese market to 12.

The Strong series had previously been available through select duty-free channels in Japan starting July 1, 2026, including Narita International Airport, Tokyo International Airport (Haneda), Kansai International Airport, Chubu Centrair International Airport, Fukuoka Airport, and select downtown duty-free stores. Starting August 18, the series further entered IQOS Store (Ginza), the ZYN Online Store, select IQOS Shops in Tokyo, IQOS Corners, and select tobacco retail channels.

ZYN Adds Strong Tier, Expanding Portfolio to 12 Products

This addition does not introduce new flavors but rather offers a higher nicotine strength option across the existing four ZYN flavors.

The new Strong series includes:

• Cool Mint Strong

• Spearmint Strong

• Apple Mint Strong

• Peach Strong

Previously, ZYN by IQOS Japan products included two strength tiers:

• Low

• Medium

With the addition of the Strong series, ZYN by IQOS now forms a three-tier strength system:

• Low

• Medium

• Strong

Product Specifications

From Duty-Free to Japan’s Retail Network

ZYN Strong series follows a phased market entry.

In July 2026, PMJ first launched the Strong series through airport and downtown duty-free channels, including Japan’s major international airport duty-free stores and Lotte Duty Free Tokyo Ginza.

Starting August 18, the products entered Japanese domestic consumer channels, including:

• IQOS Store Ginza

• ZYN Online Store

• Select IQOS Shops in Tokyo

• IQOS Corners

• Select tobacco retail stores

This approach mirrors the previous development pattern of ZYN by IQOS in Japan: entering through limited channels before gradually expanding retail coverage.

Strength Differentiation Becomes ZYN’s Japan Market Expansion Direction

PMJ’s current expansion focuses on strength tiers rather than introducing new flavor categories.

The ZYN Strong series retains the same four flavors as before:

• Cool Mint

• Spearmint

• Apple Mint

• Peach

Daniel Sevcik, PMJ’s Portfolio Marketing Manager, stated that in overseas markets, users more familiar with oral tobacco pouch products show a preference for stronger sensations. This led the company to introduce the Strong series in Japan, offering consumers more choices.

PMJ also emphasizes that first-time users of oral tobacco pouch products are advised to start with the Low series.

Industry Perspective

The launch of the ZYN Strong series reflects PMI’s continued segmentation of its oral product portfolio in the Japanese market.

Rather than expanding through entirely new brands or product formats, PMJ has chosen to add a strength tier within the existing ZYN by IQOS system, using the same flavor matrix to reach consumers with varying preferences.

As the global oral nicotine pouch market evolves, brands are increasingly using strength variations, broader flavor ranges, and staged market launches to expand their product portfolios and reach different consumer segments.

For PMI, the latest ZYN rollout in Japan also highlights its broader push into smoke-free alternatives beyond its established IQOS portfolio, adding another category to its reduced-smoke product strategy.