E-cigarettes in Japan

The vape market in Japan has seen a steady decline in recent years, marking the way for other related products, such as heated tobacco. This page provides all of our material relating to Japan and its vaping market. This includes all of our full-length Japanese market and regulatory reports, our extensive news coverage – both business and regulatory – our numerous trackers and databases, as well as our live alerts.

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Pricing trackers
Online e-cig pricing guides for numerous markets around the world, updated twice a year and provided in database format
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Brands trackers
Our online price benchmarking project, analysing multi-brand retail websites in selected vape markets
More Brands trackers
Flavour & nicotine trackers
Analytical insights of the most significant vaping flavours and nicotine strengths
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User-friendly databases with key global analysis, statistics, directories and more
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Analysis of critical issues and trending industry topics are explored in our blog
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Vaping situation in Japan

Nicotine-free e-cig products and devices are not tackled by tobacco-related legislation and are subject to general consumer safety regulation.

One of the distinctive characteristics of the Japanese e-cig market is that nicotine-containing e-cigarette products cannot be sold without a pharmaceutical licence. However, limited imports are allowed for personal use as long as the amount of nicotine contained in e-cigs and liquids is limited.

There are no laws specific to e-cigarettes, however the issue has been discussed in the past by the House of Representatives and the Legislation Examination Bureau.

In addition, there are several administrative circulars published by the government. The circulars are not enforceable but are still followed by the industry.

Nicotine-containing e-cigarette products cannot be manufactured, imported, marketed, sold or distributed without a pharmaceutical licence.

However, the Pharmaceutical Affairs Act does allow imports for personal use, as long as the amount of nicotine they contain is limited. Informally, personal imports of up to 120 ml of nicotine-containing e-liquid or 60 cartridges (a month’s supply) are acceptable, according to the customs authorities.

The heated tobacco market, which forms a major part of tobacco alternatives sector, is currently in something of a stagnant phase.

Nevertheless, heated tobacco products are quite popular in Japan partly due to tough regulation on nicotine-containing e-cigarettes.