According to Etnews, Philip Morris Korea, the South Korean subsidiary of Philip Morris International, announced the launch of a new color version of its heated non-combustion device brand IQOS, named “IQOS ILUMA i Electric Purple”.
“Electric Purple” is a new color option added to the latest IQOS device “IQOS ILUMA i” series, applicable to the Prime, Standard, and One three complete product lines. This product is sold through the IQOS official website and at 9 IQOS direct stores across South Korea.
IQOS ILUMA i series currently comes in various colors such as Breeze Blue, Digital Violet, Leaf Green, etc. Members of the IQOS official website can express their personal preferences by choosing from the styling service and engraving service for the devices.
In terms of market prices in South Korea, the Prime version is priced at 129,000 Korean won (approximately 89.01 US dollars), the standard version at 89,000 Korean won (approximately 61.41 US dollars), and the One version at 59,000 Korean won (approximately 40.71 US dollars).
In January 2026, the new color version of IQOS ILUMA i Electric Purple (Electric Purple) was launched in the Japanese market.