Technology

REJO, a rising innovator in the heated tobacco sector, made a notable debut at World Tobacco Middle East 2025, showcasing a lineup of self-developed heat-not-burn (HNB) devices and its exclusive patented technology. The presentation highlighted the company’s expanding technological capabilities and its strategic focus on the Middle East market.

Showcasing Next-Generation Devices

At the centre of REJO’s exhibition was REJO Multi, the brand’s flagship product that debuted earlier in 2025 at InterTabac in Germany. The device integrates two distinct heating systems into a single platform, allowing compatibility with multiple mainstream tobacco sticks. This flexibility enables adult users to switch between brands seamlessly, reflecting REJO’s focus on performance, versatility and user-centric design.

The event also featured the global launch of REJO Cube, a next-generation HNB device designed with interactive and fashion-forward elements. The device incorporates OmniHeat™ 360° heating technology, an interactive FunTap display screen, and the FlexiCUBE™ modular replaceable battery—a combination that enhances both functionality and user experience. The product drew strong interest from industry participants for its technological innovation.

Additionally, the company presented its exclusive FARSTAR NSCs technology, a patented HNB solution developed in-house. The technology enhances sensory performance through an inventive structural design and a specialized heating approach, aiming to deliver richer aroma and satisfaction while reducing harmful constituents.

Strengthening Middle East Presence

REJO’s leadership emphasized the strategic importance of the Middle East to the company’s expansion plans.
Loic Li, Global Sales and Marketing Director at REJO, noted that World Tobacco Middle East provides an ideal platform to introduce the company's latest advancements, adding that these innovations will support new opportunities and accessible harm-reduction alternatives for adult users in the region.

As part of its entry strategy, REJO is establishing regional partnerships, expanding distribution channels and developing a local team. The company has already completed foundational steps—including setting up a regional entity in Dubai—to ensure regulatory compliance and long-term operational stability.

Building Community and Global Engagement

Beyond product development, REJO continues to expand its global community efforts through the REJO Club, which blends online interaction with immersive offline events. The brand has engaged users at several international activations, including the TENSION event in Switzerland. Through ongoing community activities and collaborations, REJO aims to strengthen its relationship with adult users and broaden awareness of next-generation smoking alternatives.

A Vision for the Future

REJO’s participation in World Tobacco Middle East 2025 underscores its commitment to redefining the HNB landscape with open solutions, strategic partnerships and continuous innovation. With its new product portfolio and growing regional presence, the company aims to offer adult users a more dynamic, informed and choice-driven smoking alternative experience.

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