Philip Morris Japan to Launch Third Annual 'IQOS Together X' Brand Engagement Platform on May 27, 2026

Philip Morris Japan K.K. (Headquarters: Chiyoda-ku, Tokyo; President: Kostas Salvaras, hereinafter 'PMJ') announced the launch of its 2026 campaign for 'IQOS Together X,' a participatory brand engagement platform for IQOS. Aimed at adult smokers aged 20 and over, this campaign requires no store visits or product purchases and will begin on Wednesday, May 27, 2026, as part of the company's commitment to achieving a 'smoke-free society.'

'IQOS Together X' is now in its third year. The 2026 theme is 'Discoveries that Move Your Heart,' offering opportunities to touch upon the brand values of IQOS through initiatives such as a prize draw with a wider array of rewards than last year. The campaign will also feature various events and touchpoints where users can experience the IQOS worldview. This campaign is designed not only for IQOS users who have already switched from cigarettes to heated tobacco products but also for adult smokers aged 20 and over who intend to continue smoking, providing experiences that allow them to encounter new perspectives and sense their own potential. For those seeking better alternatives to cigarettes, PMJ will engage in communication through various initiatives to deepen understanding of IQOS and other heated tobacco products. Further details can be found on the special website.

PMJ remains committed to providing products and services that satisfy adult smokers aged 20 and over, while striving for a 'smoke-free society.'

'IQOS Together X' special website (opens May 27 at 10:00 AM): https://iqosphere.jp.iqos.com/togetherx

PMI Corporate Vision: Global Leader in a 'Smoke-Free Future'

Philip Morris International (hereinafter 'PMI') is an international consumer goods company working to evolve its portfolio to include products beyond cigarettes and nicotine, with the goal of achieving a 'smoke-free society.' The current portfolio is composed mainly of cigarettes and smoke-free tobacco or nicotine-containing products (hereinafter 'smoke-free products'). PMI's smoke-free products are available in over 105 markets globally, and as of December 31, 2025, it is estimated that more than 43 million adult smokers (aged 20 and over in Japan) worldwide use PMI's smoke-free products. The business related to smoke-free products accounted for 43% of PMI's net revenue in the first quarter of 2026. Since 2008, PMI has invested 16 billion USD to develop, scientifically substantiate, and commercialize innovative smoke-free products for adult smokers who continue to smoke, with the aim of ending cigarette sales. This includes building world-class scientific assessment capabilities, particularly in the fields of preclinical systems toxicology, clinical/behavioral research, and post-market surveillance. Based on rigorous scientific review, the U.S. Food and Drug Administration (FDA) has authorized the marketing of Swedish Match products—General snus and ZYN oral nicotine pouches—as well as certain PMI IQOS devices and tobacco sticks, representing the first authorizations in their respective categories. Additionally, some IQOS devices and tobacco sticks, along with General snus, have obtained FDA authorization as Modified Risk Tobacco Products (MRTP). With a strong foundation and key expertise in the life sciences, PMI has long-term goals for expansion into the wellness field, aiming to enrich lives by providing seamless health experiences.

For more details, please visit the PMI website (www.pmi.com) and PMI Science (www.pmiscience.com).

About PMJ and Its Goal of a 'Smoke-Free Society'

Philip Morris Japan (PMJ) is a subsidiary of PMI in Japan. It conducts marketing and sales promotion activities for PMI products sold in Japan. Since starting operations in Japan in 1985, PMJ has continued to grow, employing approximately 1,600 people nationwide and holding a 45% share of the Japanese tobacco market (as of Q1 2026 earnings). PMJ is a company that leads the market, focusing on heated tobacco products, and is promoting PMI's 'smoke-free society' initiatives within Japan.