Japan is the country with the fastest adoption rate of heated tobacco products and has become the leader of the sector worldwide, with a market valued of more than $8bn. Heated tobacco has seen exponential growth since the category launched in the market back in 2015, increasing more than thirtyfold.

The content differs substantially between the Japanese social media platforms analysed. On YouTube, compatible products is the most common topic for videos while genuine official brands claim most content for Twitter and Instagram. This report offers a detailed analysis of heated tobacco and social media in Japan, covering YouTube, Instagram and Twitter in relation to the larger heated tobacco brands available in the country.

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Table of contents

  1. Executive summary
  2. Introduction
  3. Leading brands in the market
  4. Social media platforms in Japan
  5. Analysis of the selected social media platforms

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