Philip Morris Korea announced the official launch of its heated tobacco device, “VEEV,” in the South Korean market on February 15th. The “VEEV” is an e-cigarette device utilizing liquid-based technology. This release marks an expansion of Philip Morris’s product portfolio beyond traditional cigarettes. The company aims to offer adult smokers an alternative to conventional smoking with this new device. Further details regarding availability and marketing strategies were not immediately disclosed. The launch signifies growing competition within South Korea’s evolving tobacco industry.