REJO, an innovator in the global heated tobacco market, showcased its most advanced heat-not-burn (HNB) devices and a proprietary patented technology at World Tobacco Middle East 2025, signalling its expanding expertise and commitment to high-end product development.
A Revolutionary Product Portfolio
Taking centre stage was REJO MULTI, the company’s flagship device, which was introduced earlier this year at InterTabac in Germany. The device marks a technical breakthrough for the HNB category, uniting two independent heating mechanisms within a single product. This enables compatibility across a wide range of leading tobacco sticks, allowing consumers to move effortlessly between brands. The concept reflects REJO’s dedication to providing adaptable, high-performance, user-driven solutions.
The event also featured the world premiere of REJO CUBE, a heated tobacco device designed to blend technology, interactivity, and style. Equipped with OmniHeatTM 360° round heating, an immersive FunTap Display, and the FlexiCUBETM swappable battery system, the REJO CUBE redefines the experiential and functional possibilities of next-generation devices, generating substantial interest among industry participants.
In addition, REJO presented FARSTAR NSCs technology, its independently developed patented HNB innovation. This technology improves flavour and user satisfaction through a distinct structural design and innovative heating process, offering a rich aromatic profile while reducing harmful constituents — creating an elevated and refined user experience.
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.
