This progress was highlighted at Technovation 2025, held on July 2 at the Park Hyatt Hotel in Jakarta. The one-day event featured exhibitions on Sampoerna’s smoke-free journey and displays of smoke-free products such as IQOS with TEREA tobacco sticks, BONDS by IQOS with BLENDS by A tobacco sticks, VEEV electronic cigarettes and ZYN nicotine pouches. A panel discussion with business leaders, scientific experts, and adult consumer & business partners also took place.

Technovation 2025 served as a platform to discuss how science and technology can provide better alternatives for adult consumers. Sampoerna and its parent company Philip Morris International (PMI) reaffirmed their commitment to science-based innovation in support of a better future in Indonesia.

Christos Harpantidis, PMI’s Senior Vice President of External Affairs, said that innovation is not just about creating new technologies but also about addressing global challenges through responsible, contextual approaches.

“Real, impactful innovation only occurs when it aligns with local needs and is supported by collaboration across sectors. That’s why we invest in Indonesia, not only for its strategic scale, but because we see tremendous potential to drive meaningful change together with local stakeholders,” said Christos.

Sampoerna President Director Ivan Cahyadi affirmed the company’s continued commitment to innovation rooted in scientific research on smoke-free products.

“Our aim is to provide better choices for adult smokers who would otherwise continue using tobacco or nicotine products,” Ivan said.

During the event, the participants explored Sampoerna and PMI’s smoke-free journey through a timeline illustrated with infographics. The initiative in Indonesia began in 2019 with the introduction of smoke-free products, marking a new era of cross-sector collaboration. In 2023, Sampoerna, together with PMI, inaugurated the production facility of smoke-free tobacco products in Karawang, West Java. Sampoerna also made the first export shipment to Asia-Pacific region in the same year.

Since their introduction in 2019, these products have enabled partnerships across sectors, creating shared value for adult consumers, businesses and the broader ecosystem.

One such partner is The Trans Luxury Hotel, which supports the presence of smoke-free products. The hotel’s Marketing and Communication representative, Anggia Elgana, stated, “In the hospitality industry, comfort and cleanliness are paramount. The presence of smoke-free products has greatly helped us maintain our service standards.”

By converting several smoking rooms into IQOS-friendly rooms, the hotel has demonstrated its commitment to creating a cleaner, more comfortable environment for staff and adult nicotine-using guests.

Anggia explained that after the conversion, operational costs related to smoking rooms decreased significantly. Previously, these rooms required intensive maintenance, including deep cleaning to remove stubborn cigarette odors, ozone treatments and frequent replacement of furnishings and linens.

“With IQOS-friendly rooms, which produce no smoke, fire or ash, cleaning frequency has dropped considerably. This extends asset life and allows for budget efficiencies, which can be reinvested to enhance other services,” she noted.

She expressed optimism that the hospitality industry will increasingly move toward cleaner and more responsible environments, with smoke-free products playing a key role.

“Our experience at The Trans Luxury Hotel proves that adapting to smoke-free products is no longer optional, it’s a necessity. It’s an investment that delivers dual benefits: operational efficiency and enhanced reputation,” Anggia added.

Sampoerna has also established partnerships with micro, small and medium enterprises (MSMEs) in the culinary sector. Maja Family Chief Marketing Officer, Omar Karim Prawiranegara, reported increased customer traffic and loyalty after the café introduced smoke-free product-friendly areas. Revenue also rose by approximately 25 percent.

“We’ve attracted a new segment of adult consumers who seek a comfortable, smoke-free environment. They visit more frequently, stay longer, and consume more food and beverages. Often, they bring fellow adult nicotine users, which directly boosts sales,” said Omar.

International graffiti artist Darbotz, an IQOS user, shared his appreciation for designated IQOS-friendly spaces that allow him to use tobacco products without worry on the smell.

His decision to switch to smoke-free products, he explained, was part of his personal commitment to innovation. Initially sceptical due to mixed information, he changed his perspective after conducting research and learning more about IQOS’s combustion-free, science-backed technology.

“I realized this product doesn’t involve burning, which significantly reduces exposure to harmful substances. And most importantly, this isn’t just marketing, it’s backed by scientific studies,” he explained.

Darbotz also emphasized the synergy between art and technology. “In art, I constantly explore new techniques and materials to elevate my work. It’s the same in life, I seek out clearly better alternatives. For me, IQOS is exactly that: a better option,” he said.

Building a Responsible Ecosystem

Sampoerna Sales Director Yohan Lesmana stated that innovation only makes an impact when better alternatives are accessible to adult consumers. He emphasized that business partners are essential collaborators in building a responsible ecosystem that supports smokers in transitioning to science-based smoke-free options.

“This isn’t just about advanced lab technology, it’s about connecting science to everyday life and putting better choices into the hands of adult consumers,” Yohan said.

These efforts are already showing results. Sampoerna’s smoke-free product partnership program now involves over 600 local MSMEs in 20 cities across Indonesia. The initiative has created more than 1,300 local jobs and engaged over 150,000 traditional retailers through the Sampoerna Retail Community (SRC) network.

Beyond strengthening SRC, Sampoerna has expanded partnerships to new sectors such as hospitality and cafés.

“We believe that deep collaboration doesn’t just create business, it contributes to a broader goal: offering better alternatives for adult consumers. These partnerships go beyond transactions; they are long-term, sustainable programs built on innovation and community impact,” Yohan added.

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