By Timothy S. Donahue
Top Takeaways:
- BAT Rolls Out StickSeal Tech – Residue-blocking feature now applied to all 10 Neo stick variants for Glo Hyper.
- Cleaner, Easier Devices – Sealed sticks stop leaf debris, reducing maintenance for users.
- Global Growth Strategy – Upgrade supports BAT’s push for 50 million smokeless consumers by 2030.
British American Tobacco’s South Korean unit, BAT Rothmans—ranked as the third-largest tobacco company in the country—has fully deployed its StickSeal technology across the Neo range of heating-tobacco sticks designed for Glo Hyper devices.
The innovative feature seals one end of each stick, preventing loose tobacco leaf debris from entering the device and eliminating the hassle of interior cleaning.
The rollout began in April with five Neo variants and, as of early September, now encompasses the full suite of ten flavors—including Purple Boost, Shine Boost, Tobacco Switch, Dark Tobacco, Blush Click, Sunkiss Click, Ireland Click, and others.
The refreshed Tobacco Switch, featuring a crushable capsule that delivers a cooling sensation, joins this upgraded lineup—a direct nod to evolving consumer preferences.
Packaging has also been redesigned under BAT’s new “Live Life in Color” campaign. The premium, brush-stroke style packaging highlights flavor characteristics on the reverse side, adding clarity and vibrancy to consumer choice.
At a suggested retail price of ₩4,800 (US $3.45), Neo sticks are available at major convenience stores and tobacco retailers across South Korea.
A BAT Rothmans spokesperson commented: “With our StickSeal technology applied to all Neo products now, user experience and convenience in management of Glo Hyper have improved. The upgrade is our direct response to our customers’ needs.”
The manufacturing of Neo sticks continues at BAT’s facility in Sacheon, South Gyeongsang Province—a key hub for production and export, supplying to nine countries.
BAT Group, which distributes tobacco and nicotine products to over 175 countries, continues to reinforce its smokeless portfolio. The company is pursuing a global target: reaching 50 million consumers of e-cigarette and other smokeless products by 2030, with this push embedded in its sustainability and carbon-neutral vision.
This latest Neo upgrade also underscores BAT’s emphasis on design-led convenience. The Glo Hyper Pro device previously scooped two prestigious honors—the European Product Design Award (2024) and the iF Design Award (2025)—for its usability and aesthetic innovation.
