"IQOS Together X Lounge" to be Held at 6 Music Festivals in 5 Cities Nationwide

Philip Morris Japan LLC (Headquarters: Chiyoda-ku, Tokyo, President: Kostas Salvaras, hereinafter "PMJ") will sponsor six music festivals held in five cities nationwide as part of its initiative to realize a "smoke-free society," and will deploy "IQOS Together X Lounge." The festivals include "Kyoto Gion Matsuri 2026" (Kyoto Prefecture), "JOIN ALIVE 2026" (Hokkaido), "LuckyFes'26" (Ibaraki Prefecture), "SUMMER SONIC 2026" (Chiba Prefecture/Osaka Prefecture), and "Mid Night SONIC" (Chiba Prefecture).

PMJ is actively working to promote understanding of better alternative products to combustible cigarettes among smokers aged 20 and over who wish to continue smoking. As part of this effort, since 2024, we have been deploying "IQOS Together X," an interactive brand engagement platform for IQOS, which is open to all smokers aged 20 and over without requiring store visits or product purchases. As the third year of the "IQOS Together X" initiative, we will continue to sponsor music festivals nationwide, as we did last year, to allow more smokers aged 20 and over to experience the brand value of IQOS. At each venue, we will set up "IQOS Together X Lounge," offering a space where visitors can immerse themselves in the world of IQOS under the concept of "heart-stirring discoveries." Inside the lounge, we will offer a variety of experiential content* that allows visitors to experience the world of "IQOS Together X" more deeply, including drinks and sweets, photo sessions by professional photographers, AR experiences in game format, stage content combining DJs and visuals, and a roulette to win exclusive music festival original merchandise.

Through this initiative, we aim to provide an experience of IQOS's brand value and further broaden understanding of better alternative products to combustible cigarettes.

PMJ will continue to strive to provide products and services that satisfy smokers aged 20 and over, aiming to realize a "smoke-free society."

*Some content may require membership registration on the IQOS official website and login to IQOSPHERE to participate or receive items. Additionally, original drinks, sweets, and roulette use are limited to one per person per day. Content may vary by venue.

List of Sponsored Music Festivals

The list of music festivals sponsored in 2026 is as follows. For details, please check the official website of each music festival.

About "IQOS Together X Lounge"

"IQOS Together X Lounge" is a lounge set up at each music festival venue, available free of charge to all smokers aged 20 and over. In a comfortable space equipped with free Wi-Fi and air conditioning, we offer a variety of experiential content* that allows visitors to experience the world of "IQOS Together X" more deeply, including original drinks and sweets, photo sessions by professional photographers, AR experiences in game format, stage content combining DJs and visuals, and a roulette to win exclusive music festival original merchandise.

*Some content may require membership registration on the IQOS official website and login to IQOSPHERE to participate or receive items. Additionally, original drinks, sweets, and roulette use are limited to one per person per day. Content may vary by venue.

PMI's Corporate Vision: A Global Leader in a "Smoke-Free Society"

Philip Morris International (hereinafter "PMI") is an international consumer goods company committed to evolving its portfolio, including combustible cigarettes and non-combustible products, in the long term to realize a "smoke-free society." The current product portfolio consists mainly of combustible cigarettes and tobacco or nicotine-containing products that do not produce smoke (hereinafter "non-smoke products"). PMI's non-smoke products are available in major cities or nationwide in over 105 markets worldwide, and as of December 31, 2025, it is estimated that over 43 million adult smokers worldwide (20 years of age or older in Japan, hereinafter the same) use PMI's non-smoke products. Business related to non-smoke products accounted for 43% of net sales in PMI's Q1 2026. Since 2008, PMI has invested $16 billion to develop, scientifically substantiate, and commercialize innovative non-smoke products for adult smokers who would otherwise continue to smoke, with the goal of phasing out combustible cigarettes. This includes building world-class scientific assessment capabilities, particularly in the fields of preclinical systems toxicology, clinical and behavioral research, and post-market surveillance. Following rigorous scientific review, the U.S. Food and Drug Administration (FDA) has authorized the sale of Swedish Match's General snus and oral nicotine pouch ZYN, as well as some IQOS devices and tobacco sticks from PMI. These were the first authorizations in their respective categories. Furthermore, some IQOS devices and tobacco sticks, as well as General snus, have received FDA authorization as Modified Risk Tobacco Products (MRTPs) for the first time. With a strong foundation and significant expertise in life sciences, PMI has a long-term goal of expanding into the wellness sector, aiming to enrich lives by providing a seamless health experience.

For more information, please visit PMI's website (www.pmi.com) and PMI Science (www.pmiscience.com).

About PMJ Aiming for a "Smoke-Free Society"

Philip Morris Japan (PMJ) is PMI's subsidiary in Japan. PMJ markets and promotes PMI products sold in Japan. Since starting operations in Japan in 1985, PMJ has continued to expand its business and grow, employing approximately 1,600 people nationwide and leading the market, primarily with heated tobacco products, holding a 45% share of the Japanese tobacco market (Q1 2026 financial results). PMJ is promoting PMI's initiative to achieve a "smoke-free society" here in Japan. For more information on PMJ's efforts to expand "smoke-free" facilities and tourist destinations nationwide, where only heated tobacco can be used, in pursuit of a "smoke-free society," please visit the PMJ website: https://www.pmi.com/markets/japan/ja/home