According to the Japanese media ORICON NEWS, BAT Japan announced that the latest heated tobacco device glo Hilo will be officially launched in Japan on June 9th, and the exclusive cigarette bomb virto will also be available simultaneously.
BAT Japan announced that the device will be released in conjunction with a brand-new dedicated cartridge, “virto”, and will be officially available for purchase at major convenience stores in Sendai City and on the glo official website for consumers residing in Miyagi Prefecture starting from June 9, 2025.
It is worth noting that Miyagi Prefecture is the starting point of glo’s sales in the Japanese market, said Luciano Comin, the chief marketing officer of BAT:
We are very glad to launch glo Hilo to the Japanese market. It has been nine years since glo made its debut in Sendai (Sendai City is the capital of Nihonj ō Prefecture) in 2016. It is of great significance to bring it back to its birthplace. Over the course of more than 10 years of developing new category products, we have not only transformed the entire innovation ecosystem but also completely reshaped the market product portfolio by launching attractive products that meet consumers’ needs. We believe that glo Hilo will bring unprecedented new experiences to Japanese consumers and create an innovative platform where they can experience the taste of high-end tobacco.
Starting from June 14th, consumers can also purchase glo Hilo and virto at the pop-up store in Sendai.