REJO, a leading force in the heated tobacco sector, made a strong impression at World Tobacco Middle East 2025 with the launch of its latest self-developed heat-not-burn (HNB) devices and an exclusive patented technology, highlighting its growing technological leadership.
A Revolutionary Product Portfolio
At the centre of the REJO stand was REJO MULTI, the brand’s flagship device first revealed at InterTabac in Germany earlier in 2025. The product represents a significant advancement in heated tobacco innovation, combining two distinct heating systems into one unit. This dual-system capability allows compatibility with multiple mainstream stick brands, giving consumers the freedom to switch seamlessly between different products. The design reflects REJO’s continued commitment to versatility, superior performance, and user-focused engineering.
The exhibition also hosted the global unveiling of REJO CUBE, an interactive and stylish next-generation heated tobacco device. Featuring OmniHeatTM 360° all-around heating, an engaging FunTap Display, and the FlexiCUBETM modular replaceable battery system, it pushes the boundaries of both functionality and user experience, drawing strong interest from professionals across the industry.
REJO further presented its FARSTAR NSCs technology, a patented HNB solution developed entirely in-house. This innovation enhances sensory satisfaction by using a novel structural design and a distinctive heating method that delivers rich aromas and smooth performance while reducing harmful components, significantly elevating the overall experience for users.
REJO’s Product Director Vivi Chan commented, “Newly launched products here fully reflect REJO’s determination and capabilities in developing HNB solutions, and our pioneering spirit in the evolving landscape of next-generation heated tobacco realm.”
Dedication to Middle East Market
REJO brought its most inventive exhibits, including REJO MULTI and REJO CUBE, products positioned with global vision, to the event, conveying its determination and confidence in Middle East region.
“World Tobacco Middle East 2025 provides the perfect platform for REJO to demonstrate our latest technological breakthroughs and innovative products,” said Loic Li, the Global Sales and Marketing Director of REJO. ” We believe they will bring new opportunities for us and our business partners in Middle East, fueling a reliable and accessible harm-reduction solution. “
As part of the Middle East market entry plan, REJO is forming key regional partnerships and strengthening distribution channels. A series of regional events will also be launched to deepen engagement and build stronger connections with local communities.
Furthermore, REJO is committed to building the local team with processing the regional entity to ensure compliance with local regulations. These foundation steps have already been completed in Dubai, showcasing REJO’s strong commitment and capability to developing in Middle East.
Community Building and Global Engagement
Beyond product innovation, REJO continues to strengthen community and consumer engagement through the REJO Club. Combining adult user-oriented online interaction with immersive, localized offline events, the brand anchored participation in high-impact events such as TENSION in Switzerland. REJO is also driving deeper, more meaningful connections through ongoing events, local support, and collaborative partnerships.
A New Invitation: Take a Break. Take REJO.
The exhibition’s product lineup embodies a manifestation to REJO’s vision to accompany adult users on a smoking alternative journey of discovery and choice. With open solutions, collaborative partnerships, and fearless innovation, REJO continues to redefine the HNB experience for today’s global adult users.