South Korea Vape Strategies Diverge as BAT Reconsiders Exit and PMI Takes VEEV to About 14,000 Stores
British American Tobacco’s Rothmans unit said it previously considered withdrawing from South Korea’s vaping market, but its Vuse products remain on sale while it reassesses conditions after new nicotine regulations. BAT reported H1 2026 APMEA vape volume down 20.2% and revenue down 25.6%. Philip Morris International launched VEEV inPRIME in June, expanding to about 14,000 stores from July.





