According to Malaysia’s The Sun, recently, Airscream UK Ltd, a UK-based vape company, said it plans to use Malaysia as a springboard to expand the influence of its products in Southeast Asia.
In the first half of this year, Airscream also wrote in a statement that it will move its global headquarters to Malaysia and invest 100 million ringgit (about 163 million yuan) in its business in Malaysia in the next five years.
Due to the booming vape market in Malaysia in recent years, Airscream regards it as a key market for its global business. The current size of the Malaysian vape market exceeds 3 billion ringgit (about 4.88 billion yuan), and more than 30,000 people are engaged in the vape industry.
Andrew Koh, Airscream’s global brand and marketing director, said that the growing demand for vapes is directly related to the company’s market strategy. “We are seeing growing interest in our products in the global market, especially in regions such as Europe and Southeast Asia where the use of traditional cigarettes is declining. Due to the rise of illegal vapes containing banned substances that are extremely harmful to human health, consumers are looking for trusted vape brands.”
He also said that the shift from cigarettes to less harmful vapes is a major factor in the growth of the industry. The shift from traditional cigarettes to vapes has occurred globally, with the use of traditional cigarettes declining while the use of vapes is rising. Studies including those by the World Health Organization (WHO) show that smokers in many countries are switching from combustible tobacco products to vapes. This is driven by those who are keen to quit smoking and use vapes as an alternative.
According to the results of the National Health and Morbidity Survey 2022: Youth Health Survey released by the Malaysian Institute of Public Health, there has been a worrying change in the trend of smoking among adolescents. While the smoking rate of traditional cigarettes has dropped from 13.8% in 2017 to 6.2% in 2022, the use of vapes has soared from 9.8% to 14.9% during the same period.
Regarding how to ensure that non-smokers and minors cannot access its vape products, Andrew Koh said that Airscream UK will adopt responsible marketing and retail practices. Specifically, it includes strict verification procedures at online and offline sales points, and works closely with regulators and partners to ensure that vape products are not marketed to minors and non-smokers.
At the same time, the company’s products use simple packaging and a marketing strategy that is only for adults, because the company’s target customers are only adult smokers who are looking for alternative products.
At present, Airscream Malaysia has a dedicated research and development laboratory and plans to obtain ISO certification for the laboratory.
Veehoo vapes are also actively responding to market changes and paying attention to changes in consumer demand and market trends. The company will continue to be committed to providing reliable, high-quality vape products that meet regulatory standards to meet consumer needs for health and safety.
As smokers around the world gradually turn to vapes, Veehoo vapes will continue to promote the development of healthy alternatives and provide consumers with more reliable smoking options. The company will adopt responsible marketing and retail practices to ensure that vape products are not marketed to minors and non-smokers, while actively cooperating with regulators and partners.
In addition, Veehoo vapes also focus on product research and development and quality certification, and are committed to providing high-quality products that meet standards. The company will continue to pay attention to market changes and flexibly adjust its strategy to help the brand gain greater influence and market share in the Malaysian and Southeast Asian markets.
Tags: British vape company enters Malaysia，Trends in Malaysian vape market，veehoo vape