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Curve designs on the cartons and packs also form an infinity pattern when jointly merchandised on shelves, bringing the snake concept alive. Nigel Ng, Brand Marketing Davidoff , Global Duty Free, comments: Chinese travellers continue to look for their brands in unique packaging designs within travel retail and even more so during this period of high gifting propensity

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These factors collectively contribute to the upward trajectory of IQOS in terms of brand value since its initial tracking in 2020. There is, however, still a substantial gap in terms of brand value between IQOS and Marlboro, which is valued at $32.5 billion in this years ranking

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