“Juul Labs Inc., the U.S.-based e-cigarette maker that’s fighting a global backlash against vaping, is considering entry into the tightly regulated Japanese market. Haruhiko Hirate, formerly a corporate officer at Tokyo-based Takeda Pharmaceutical Co., was hired to lead the effort, Juul said Tuesday in a statement. He was named representative director and chairman of the newly formed Juul Labs Japan Co. Entering the Japanese market will be a challenge for Juul and Hirate, who was head of corporate communications and public affairs at Takeda. Nicotine-containing e-cigarettes are classified as pharmaceutical products and require a license to be sold in Japan. None has yet won approval. If Juul enters the market, it would compete with products from tobacco giants such as Philip Morris International Inc.’s IQOS and British American Tobacco Plc’s Glo.”
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Juul Looks at Japan Market Amid Push to Recover From Setbacks
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