By Timothy S. Donahue
Top Takeaways:
- PMFTC opened a new IQOS flagship store in Makati’s Ayala business district on December 19.
- The boutique features experiential elements, including a scent zone and device personalization.
- The opening follows the recent launches of IQOS ILUMA i and ZYN nicotine pouches in the Philippines.
Philip Morris Fortune Tobacco Corporation (PMFTC), the Philippine affiliate of Philip Morris International (PMI), has opened a new IQOS flagship boutique in Makati City, expanding its premium retail footprint for smoke-free products in one of the country’s main business districts.
The IQOS flagship boutique opened on Dec. 19 in the Ayala business district and is designed as a multisensory retail space for legal-age nicotine users, the company said in a statement. PMFTC described the store as part of its broader effort to showcase the IQOS heated tobacco platform through experiential retail formats.
According to the company, the Makati location features the Philippines’ first IQOS Scent Experience zone, along with limited-time offerings such as a mocktail pairing bar and a personalized device engraving station during the opening period. The store also features an in-store art wall highlighting an upcoming IQOS x ISABEL collaboration.
Gijs de Best, president of PMFTC, said the flagship boutique reflects an evolution in the company’s engagement with adult consumers.
“This flagship boutique represents how we continue to reimagine adult engagement through innovation, design and personalization,” de Best said, adding that the space aims to deliver a modern and immersive retail experience built around the IQOS brand.
The opening follows a series of recent product launches by PMFTC in the Philippines. In November 2025, the company introduced the IQOS ILUMA i heated tobacco device and expanded its oral nicotine portfolio with the launch of ZYN Bright Green 1.5 mg nicotine pouches.
PMFTC has been increasing its focus on smoke-free alternatives in the Philippine market as part of PMI’s global strategy to shift away from combustible cigarettes. IQOS products are regulated in the Philippines under the country’s tobacco control framework and are restricted to adult consumers.
The Makati flagship joins PMFTC’s existing network of IQOS retail locations nationwide, as the company continues to invest in branded stores, boutiques, and partner outlets to support distribution and consumer engagement for its smoke-free portfolio.
