Japan’s heated-tobacco market is entering another round of device-price competition as Philip Morris Japan launches a new Black Friday promotion for its IQOS ILUMA i lineup. The convenience-store campaign began on October 26, 2026, offering discounts on three devices through November 8.
The promotion follows the end of Japan Tobacco’s recent Ploom AURA discount, which brought its device price down to ¥1,480. With both companies lowering the upfront cost of their hardware while heated-tobacco consumables become more expensive, device pricing has become an important part of their competition for customers.
IQOS ILUMA i Devices Receive Black Friday Discounts
The latest promotion covers three models in the IQOS ILUMA i family. According to the official Japanese IQOS campaign announcement, the discounted prices are as follows:
| Device | Regular price | Promotional price | Saving |
|---|---|---|---|
| IQOS ILUMA i ONE | ¥3,980 | ¥2,980 | ¥1,000 |
| IQOS ILUMA i | ¥6,980 | ¥4,980 | ¥2,000 |
| IQOS ILUMA i PRIME | ¥9,980 | ¥7,980 | ¥2,000 |
The campaign runs from October 26 through November 8, 2026, at participating convenience stores across Japan. Retailers include 7-Eleven, FamilyMart, Lawson, Ministop, Daily Yamazaki, NewDays and Seicomart, although product availability may vary by location.
Customers do not need a coupon to receive the listed promotional prices. The ILUMA i PRIME is available through 7-Eleven among the convenience-store channels covered by the campaign.
The discount reduces the initial cost of purchasing an IQOS device, but it does not reduce the price of the tobacco sticks used with the system. Consumers should therefore distinguish between temporary hardware savings and the ongoing cost of consumables.
The Fourth Confirmed Nationwide IQOS Convenience-Store Promotion of 2026
The October campaign is the fourth confirmed nationwide IQOS convenience-store discount promotion of 2026. Earlier campaigns took place in January, May, and from August 31 to September 13.
The latest offer is not equally generous across all models. The ILUMA i ONE is discounted by ¥1,000, compared with a ¥2,000 reduction during the late-summer promotion, when its price fell to ¥1,980.
The standard ILUMA i and ILUMA i PRIME are each reduced by ¥2,000 in the current campaign.
This pattern suggests that the company is using different price points across its product lineup rather than applying one uniform discount. The more affordable ILUMA i ONE provides a lower entry price, while the other models retain higher promotional prices.
The repeated campaigns also show that temporary retail discounts have become a recurring feature of Japan’s competitive heated-tobacco market.
Ploom AURA’s Earlier Discount Put Pressure on Device Prices
The IQOS promotion began one day after Japan Tobacco’s Ploom AURA discount ended on October 25.
During that campaign, Ploom AURA was offered for ¥1,480, down from its regular price of ¥2,980. The offer ran from September 14 through October 25 and was available through channels including the CLUB JT online store, Ploom Shops, convenience stores and tobacco retailers.
At ¥2,980, the discounted IQOS ILUMA i ONE now costs approximately twice as much as Ploom AURA did during its previous promotion.
The timing highlights the contrast between the two offers, although neither company has publicly characterized the campaigns as a direct response to the other’s pricing.
For consumers comparing the devices, the purchase price is only one consideration. The compatible consumables, ongoing retail prices, product availability and individual device requirements also affect the total cost of use.
For more industry context, read our coverage of recent developments in the heated-tobacco market and the competition between major tobacco companies.
Ploom Gains Market Share While IQOS Retains a Substantial Lead
The discounts come as Japan’s heated-tobacco market continues to evolve.
Japan Tobacco’s second-quarter 2026 financial presentation shows that Ploom’s share of the country’s heated-products category rose from 10.9% in January 2024 to 18.3% in June 2026. That represents an increase of 7.4 percentage points.
JT also reported that its heated-products volume increased by 43.5% year over year in the first half of 2026, with Ploom’s performance in Japan among the main contributors to growth.
Despite Ploom’s gains, Philip Morris International reported that IQOS retained approximately 68% of Japan’s heated-tobacco category in the third quarter of 2026.
The figures indicate that IQOS continues to hold a leading position, while Ploom has expanded its presence. Lower promotional prices can reduce the initial financial barrier to choosing a device, but market share also depends on consumer preferences, product availability and the recurring cost of consumables.
Higher Tobacco-Stick Prices Add Another Dimension to Competition
Device discounts are taking place alongside higher prices for heated-tobacco consumables following Japan’s 2026 tax changes.
Philip Morris Japan increased the retail price of TEREA from ¥580 to ¥620 per pack on April 1, then raised it to ¥640 on October 1. SENTIA also became more expensive, moving from ¥530 to ¥570 in April and then to ¥590 in October.
Japan Tobacco implemented further price increases on October 1. Its EVO range rose from ¥580 to ¥620 per pack, while Mevius increased from ¥550 to ¥590 and Camel from ¥530 to ¥570.
These changes mean that consumers face two different pricing trends: temporary reductions in the cost of purchasing hardware and higher prices for the consumables required to use it.
For manufacturers, discounted devices can help attract new customers or encourage existing users to choose a particular product family. For consumers, however, a lower initial purchase price does not necessarily mean lower long-term spending.
Changes in tobacco taxation can also affect retail prices, as explained in our coverage of recent tobacco tax increases and pricing changes.
What the Latest IQOS Promotion Means for Japan’s Market
The October Black Friday offer illustrates how device pricing has become an important competitive tool in Japan’s heated-tobacco sector.
Philip Morris Japan is offering savings of up to ¥2,000 on the IQOS ILUMA i lineup, while JT recently used a separate promotion to reduce the Ploom AURA’s purchase price to ¥1,480. Both campaigns lower the upfront cost of their respective devices, even as prices for compatible tobacco sticks rise.
The wider market picture remains mixed. IQOS retains a substantial category lead, but Ploom’s share has increased considerably since early 2024. Continued competition may therefore involve not only device discounts, but also product positioning, consumable pricing and retail distribution.
For now, the IQOS convenience-store promotion is scheduled to end on November 8, 2026. Shoppers should check participating retailers for stock and confirm the applicable offer before purchasing, as campaign terms and availability can vary.