[Provided by Philip Morris Korea]
[Provided by Philip Morris Korea]

Philip Morris Korea said it will launch VEEV, a liquid-type e-cigarette device brand, on Aug. 18 as part of Philip Morris International's broader effort to expand its non-combustion product portfolio.

The domestic lineup consists of five color variants of the VEEV inPRIME device and five varieties of the dedicated liquid pod VEEBI inPRIME. The VEEV inPRIME uses a replaceable pod and rechargeable device structure rather than a disposable design, and adopts a closed-pod system that prevents users from manually refilling or modifying the liquid.

The device employs an AdvancedVape Induction System that heats the liquid through induction, minimizing direct contact between the liquid and the heating element. It also features a low-liquid detection system and a "Responsive Draw" function that alerts users to the device's status through vibration while inhaling. The VEEBI inPRIME pods use natural nicotine and food-grade flavorings, with each pod delivering approximately 1,400 puffs.

Pre-sales begin Tuesday at IQOS flagship stores nationwide, with distribution expanding to major retail channels from Aug. 26. The VEEV inPRIME is priced at 29,000 won ($20), while the VEEBI inPRIME — available in five varieties including Garden Wave, Red Wave, Blue Fresh, Sun Wave and Purple Wave — is priced at 8,000 won per 2-milliliter pod.

"This is a milestone in extending Philip Morris's global multi-category strategy to the domestic market, and will offer adult smokers a wider range of non-combustion product choices," a Philip Morris Korea official said.


andy@heraldcorp.com