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| BAT Rothmans Country Manager Kim Eun-ji speaks during a press conference for the launch of new glo Hyper X2 at a hotel in Seoul, on Tuesday. Courtesy of BAT Rothmans |
By Kim Jae-heun
Global tobacco company BAT Rothmans introduced the glo Hyper X2, a new heat-not-burn (hnb) device, to compete against KT&G's lil and Philip Morris' IQOS products, the company said Tuesday. It has been nearly a year and a half since the firm first introduced glo Pro Slim in Korea in October 2021.
"Glo Hyper X2 is a next-generation e-cigarette device that will lead the BAT Group's smoke-free product business. We have not only increased the user's convenience of the platform, but also improved its design and portability," BAT Rothmans Country Manager Kim Eun-ji said during a press conference held at a hotel in Seoul.
Glo Hyper X2 device adopts more slim design than its previous glo series models, while allowing to smoke tobacco sticks that contain 30 percent more tobacco content.
It is the first platform to offer two separate "boost mode" and "standard mode" buttons. Users can choose the former to smoke quickly after 15 seconds of preheating or the latter to preheat 20 seconds and smoke non-stop for four minutes.
The new device also adopts a shutter system to protect from dust and foreign substances. There are LED indicators to show the remaining battery power and preheating status.
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| Male models hold various color models of the new glo Hyper X2 product at a hotel in Seoul, Wednesday. Courtesy of BAT Rothmans |
The variety of color choices offered for the glo Hyper X2 is another notable feature. BAT Rothmans came up with five different body colors including mint blue, metal orange and black red.
Glo Hyper X2 is equipped with BAT Rothmans' advanced induction heating technology that has been adopted in all its glo series models. The technology does not burn but heats tobacco sticks, so there is no ash left after smoking and it has less smell too.
"I cannot say which part of our new product is specifically better than those of our competitors' models, but glo Hyper X2 possesses all the competitive features we could combine in an hnb device. In particular, we have improved preheating time and tobacco stick flavors significantly," Kim said.
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