JMIR Publications

ABSTRACT

Background:

In South Korea, where plain packaging has not been adopted, tobacco packaging remains primarily a marketing tool for the tobacco industry, using texts, colors, and imagery to attract consumers. Among these, flavor cues are especially important as they enhance product appeal. Cigarette sticks also serve as marketing through features such as colors and capsule indicators.

Objective:

We aimed to examine the packaging of tobacco products, with a focus on flavor cues and additives in products.

Methods:

This surveillance study was conducted in November 2024 using an adapted Tobacco Pack Surveillance System protocol (TPackSS). Tobacco products were purchased from convenience stores located in Seoul, supplemented by cross-referencing with national market monitoring data. Of 353 identified products, 214 (150 cigarettes and 64 heated tobacco products [HTPs]) were collected. Flavor cues were categorized by pack design features, while additives were identified through sensory analysis of product components.

Results:

Among the collected products, 63.6% had both flavor cues (68.0% of CCs and 95.3% of HTPs) and flavor additives (59.3% of CCs and 84.4% of HTPs), while 20.6% had neither. Pack color was the most common cue and additives were most often delivered through crushable capsules. HTPs used a wider range of flavoring methods, including flavoring in tobacco leaves and inner wrappers.

Conclusions:

Tobacco packaging and stick design in South Korea remain important marketing channels. Flavor cues and additives are widely used in tobacco products, particularly in HTPs. These findings highlight the need for plain packaging and flavor bans on tobacco products.