Top Takeaways:
- Open Run Project acquires Ignite IP to enter South Korea’s convenience-store e-cigarette market and launch sporting apparel.
- Pre-launch sale sells out 25,000 units, reflecting strong demand for Ignite’s stainless-steel premium design.
- Financial muscle behind expansion—Open Run posted ₩88.6 billion in 2024 sales and ₩12.1 billion in operating profit ahead of the list of Ignite under its brand portfolio.
South Korean brand management company Open Run Project is set to launch the American e-cigarette brand Ignite in South Korea later this year, expanding its business portfolio into the nicotine and sportswear sectors.
According to a June 24 report by Fashionbiz, Open Run acquired the intellectual property rights to Ignite, a luxury e-cigarette brand founded in 2017 by controversial social media personality Dan Bilzerian. The company plans to roll out Ignite products in approximately 5,000 convenience stores nationwide beginning in the second half of 2025.
Ahead of the full launch, Open Run conducted a limited pre-sale through the online retail platform Coupang, where 25,000 units reportedly sold out. The product features a stainless steel body and a high-end design, aligning with Ignite’s luxury brand image.
“We believe that this product is also competitive in the Korean market,” Open Run CEO Park Bu-taek said in a statement. “It not only has a high-end positioning that has not yet appeared in the local market, but also boasts outstanding quality and visual design.”
The move marks Open Run Project’s first entry into the nicotine products category. The company is best known for managing a portfolio of fashion and lifestyle brands, including Drawfit, Odd Studio, Noir, Minab, and Lizur.
In 2024, Open Run reported annual sales of ₩88.6 billion (US$63.8 million) and an operating profit of ₩12.1 billion.
Ignite’s introduction comes amid growing interest in premium vaping products in South Korea, where heated tobacco and e-cigarette use continues to rise, particularly among younger adult consumers. By targeting widespread retail distribution and pairing the product with a recognizable global brand, Open Run hopes to capture a share of the country’s evolving nicotine market.
In addition to e-cigarettes, Open Run also plans to launch Ignite-branded sportswear as part of its broader brand development strategy.
