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British American Tobacco’s ‘Glo Sens’ promotion with K-pop
  1. Jeeeun Yi1,
  2. Jinyoung Kim2,
  3. Sungkyu Lee3
  1. 1 Department of Public Health Sciences, Graduate School of Public Health, Seoul National University, Seoul, Republic of Korea
  2. 2 Southern Gyeonggi Regional Smoking Cessation Centre, Hallym University, Anyang, Gyeonggi-do, Republic of Korea
  3. 3 National Tobacco Control Centre, Korea Health Promotion Institute, Seoul, Republic of Korea
  1. Correspondence to Dr Sungkyu Lee, National Tobacco Control Centre, Korea Health Promotion Institute, Seoul, Republic of Korea; wwwvince77{at}

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Prevalence of conventional cigarette smoking continues to decline in South Korea in a context of changing social norms about tobacco use and strong tobacco control efforts by the government, civil society and scholars.1 Sales of conventional cigarettes also continue to decline compared with previous years.2 However, sales of other tobacco products, such as heated tobacco products (HTPs) or electronic cigarettes (e-cigarettes), continue to increase3 (figure 1). Multinational tobacco companies have introduced novel products in Korea, including Philip Morris International’s HTP brand, IQOS, in May 20174 and JUUL in May 2019.5 British American Tobacco (BAT) introduced ‘Glo Sens’ in August 2019.6

Figure 1

Tobacco market sales trend 2013–2023. In Korea conventional cigarettes are not the only tobacco product anymore in the Korean market. Since 2017, heated tobacco products have been introduced and it is expected that the market shares of heated tobacco products and electronic cigarettes will rapidly increase. Source: National Tobacco Control Centre. Korean Health Promotion Institute. Trend of heated tobacco product use in Korea. Tobacco control fact sheet No.7. 2019. (accessed 05 December 2019).

Glo Sens – an e-cigarette hybrid

Glo Sens was launched in Korea just after its introduction in the Japanese market.5 BAT Korea claims that this product contains …

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  • Contributors JY and JK collected and analysed BAT’s marketing activities under the supervision of SL. JY prepared the first draft of the manuscript. JK and SL reviewed all of the drafts and helped to prepare the final manuscript.

  • Funding The authors have not declared a specific grant for this research from any funding agency in the public, commercial or not-for-profit sectors.

  • Competing interests None declared.

  • Provenance and peer review Not commissioned; externally peer reviewed.