Philip Morris Malaysia Continues the 10 Years of IQOS Celebration with Global Initiative, Together X, in Kuala Lumpur

In support of their smoke-free mission and to celebrate the more than 30 million adult smokers globally — 72% of whom have fully switched to IQOS, the world’s No. 1 tobacco heating system* — Philip Morris Malaysia Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), hosted IQOS Together X Kuala Lumpur. This event marks a decade of positive choices made by millions of adult IQOS users worldwide: the choice to move away from cigarettes by switching to a better alternative to continued smoking.

“Our priority is to create a smoke-free Malaysia. In order to achieve our goal, we know that better alternatives are needed for adult smokers who do not quit, to make an informed choice rather than continuing to smoke cigarettes,” said Naeem Shahab Khan, Managing Director of PMM.

Naeem added, “We applaud the choice these adult smokers have made, leaving cigarettes behind and switching to a better alternative. We also want to celebrate the growing global community of adults who are driving meaningful progress for themselves, those who care about them, and public health. This is a choice worth celebrating as it acknowledges progress and celebrates informed choices, signifying a milestone in a journey of transformation.”

“As we mark this milestone, let us recognize the science, the data, and the commitment that underpins our vision: a world where cigarettes become obsolete,” affirmed Naeem.

For more than ten years, PMI has committed to informing adult smokers and the people who care about them about the existence of better, smoke-free alternatives, encouraging smokers to switch if they do not quit, and supporting and celebrating their decision to move away from cigarettes towards a better alternative.

IQOS Together X Kuala Lumpur highlights the power of choice. The initiative, which has been building in markets around the world for the past seven months, comes to Malaysia with a selection of experiences celebrating the IQOS community and their choice to abandon cigarettes, empowering advocacy and action that will accelerate the path to a smoke-free future.

As part of the IQOS 10-Year Anniversary, IQOS has partnered with Grammy-nominated DJ and producer Steve Aoki. Aoki’s passion for music and art aligns with IQOS’s vision for a smoke-free future, making this collaboration a symbol of shared innovation and progress. In Aoki’s own words, “I find IQOS’s vision to be progressive, innovative, and, actually, really inspiring.”

Aoki’s collaboration with IQOS includes a limited-edition series, now available on IQOS.com and IQOS authorized stores throughout Malaysia, symbolizing the global commitment to a smoke-free future.

For more information, please visit www.pmi.com and www.pmiscience.com.

Also read: Philip Morris International Tops Forbes’ 2024 Net Zero Leaders List