"How long does it take to heat the Lil Tonino Lamborghini? Three seconds!"
On September 15, KT&G opened a pop-up store for its new 'Lil Tonino Lamborghini' in Seongsu-dong, Seoul. Upon entering, visitors were greeted with a quiz about the product's key feature: a three-second heating time. The interior, reminiscent of a sports car, featured a large product model and a structure displaying the phrase '3sec' hanging from the ceiling, designed to help visitors remember the number.
KT&G is operating the pop-up store until September 23 to celebrate the launch of its new heated tobacco product, marking the company's first consumer experience space in this format.
The two-story venue includes product displays, photo zones, quizzes, voting, dart games, racing games, and a lounge. Visitors can collect stickers by completing missions for a chance to play capsule games and participate in an event to assemble limited-edition keycaps. A KT&G representative stated, "Since the product's core feature is the three-second heating time, we prepared a lot of content that intuitively communicates this, from quizzes to fast-paced games."
At the venue, attendees could see five color options: Carbon Gray, Copper Brown, Wave Blue, the limited-edition Ruby Black, and the pre-release Lime Green. The device's grip was notably comfortable, fitting easily in one hand. Its exterior featured geometric patterns for a sleek look, with a color display about 2 cm in size and a single round button on the side.
After inserting the dedicated stick 'NAU' and pressing the button, a vibration indicated that heating was complete in just three seconds. This is a significant improvement compared to existing heated tobacco products, which typically require over ten seconds to heat. KT&G explained that it has implemented 'Flashwave Heating' technology, achieving the fastest heating time among domestic heated tobacco products.
Once heating was complete, the display showed the number '14,' indicating the number of puffs available from one stick. The device automatically tracks the number of puffs taken, decrementing the count with each use. Battery life and remaining usage time are also displayed numerically and as a percentage, providing a clear overview of the device's status.
After exploring the pop-up store, many visitors naturally moved to the purchase area. They were seen examining the product's colors and designs or trying it out before joining the purchase line, with a particular interest in the limited-edition Ruby Black.
The suggested retail price for the standard product is 110,000 won, while the limited-edition Ruby Black is priced at 120,000 won. For the launch, both are being sold at promotional prices of 49,000 won and 59,000 won, respectively.
Many consumers took advantage of a trade-in program, receiving an additional 10,000 won discount for returning their old devices. A collection box for returned devices, positioned at waist height, was filled to about one-third capacity within half a day, indicating a strong demand for upgrading to the new product after trying it out.
KT&G's decision to open its first pop-up store in Seongsu, an area known for its fashion and beauty pop-ups, aims to enhance the brand's trendy image and expand consumer engagement. A KT&G representative noted, "Seongsu attracts a diverse crowd, and we wanted to broaden our reach to our main target demographic of those in their 20s and 30s, as well as our existing user base in their 40s."
Visitors of various ages, from their 20s to 40s, frequented the pop-up. One attendee remarked, "I was curious about the product, and when I heard about the pop-up, I decided to check it out. After trying it, I could really feel the difference from the previous products, which piqued my interest further."
The pop-up store will remain open until September 23, with entry available through pre-registration or on-site registration, requiring an ID for age verification. The new product will also be available at convenience stores and Lil stores in the Seoul area.
A KT&G representative expressed, "As this is the first pop-up store for the Lil brand, we wanted visitors to experience the brand's novelty and enjoyment beyond just seeing the product. We hope this pop-up will help consumers remember 'Lil' as an exciting brand that sparks anticipation."
* This article has been translated by AI.
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