BAT Japan is set to release a limited edition glo HYPER pro HANABI EDITION – 2Firsts
BAT Japan is set to launch a special edition glo HYPER pro HANABI EDITION on July 25th as part of their “Live Life in Color” brand event. The limited-edition device, designed by Motty, features a vibrant summer fireworks theme that is sure to captivate consumers. The release of this unique device marks the finale of the “Live Life in Color” campaign for 2025.
To further elevate the event, a cozy glo™ HANABI tobacco lounge will be established at the FUJI ROCK FESTIVAL from July 25th to 27th to showcase the exclusive design of the glo HYPER pro HANABI EDITION. This is not the first time that British American Tobacco Japan has introduced a specially designed glo HANABI Smoking Lounge at the festival, as they have been doing so for the past four years. The lounge will be themed around traditional street food stalls, creating a fusion between the festival atmosphere and a traditional summer festival ambiance for attendees to enjoy.
The “Live Life in Color” brand campaign, inaugurated earlier in 2025, aims to infuse special moments in everyday life with the vibrant colors of glo™ devices and new tobacco products. This initiative underscores Japan Tobacco International’s commitment to offering a diverse range of non-combustible tobacco products to smokers over the age of 20, advocating for the popularity of alternatives to traditional cigarettes, and striving towards a smoke-free world.
With the upcoming release of the glo HYPER pro HANABI EDITION and the accompanying tobacco lounge at the FUJI ROCK FESTIVAL, British American Tobacco Japan continues to innovate and engage with consumers in unique and exciting ways. The limited edition device, designed by Motty, is a testament to the company’s dedication to providing memorable and colorful experiences for consumers. The partnership with the festival further enhances the brand’s presence and allows festival-goers to engage with the products in an immersive environment.
As the “Live Life in Color” campaign draws to a close with the release of the glo HYPER pro HANABI EDITION, British American Tobacco Japan remains at the forefront of innovation in the tobacco industry. Through their commitment to offering a diverse range of products and engaging with consumers through creative initiatives like the tobacco lounge at the FUJI ROCK FESTIVAL, the company continues to push boundaries and redefine the tobacco experience for consumers.