China Tobacco is taking on Philip Morris International (PMI), British American Tobacco (BAT) and KT&G in South Korea with the launch of a new heated tobacco device.

The Mok is advertised as being smaller, lighter and more portable than competitors such PMI’s IQOS, BAT’s Glo and KT&G’s Lil.

The sticks, called Coo, are described as containing a high density of tobacco leaves providing a rich flavour and aroma, on a par with conventional cigarettes. They are longer and thicker than competitor products.

The Chinese state-owned corporation has also opened a dedicated store in a high-rent shopping district of Seoul, the South Korean capital.


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