TEREA was launched by Philip Morris International (PMI) in Japan in August 2021, together with the IQOS ILUMA device. It grew out of IQOS, PMI’s heated tobacco system, which was first sold in Nagoya, Japan, and Milan, Italy, in November 2014. The first IQOS heated tobacco sticks with a blade inside the device. TEREA changed that: each TEREA stick carries its own metal heating element, heated by induction. IQOS ILUMA i, the second generation of TEREA devices, launched in the UAE in March 2025.
TEREA history timeline
| Date | Event |
|---|---|
| November 2014 | IQOS first sold in Nagoya, Japan, and Milan, Italy, using heated tobacco sticks and a heating blade |
| 2020 | IQOS available in 52 countries |
| July 2020 | US FDA authorises “reduced exposure” marketing claims for the older IQOS system, while stating it is not safe or FDA approved |
| August 2021 | IQOS ILUMA and TEREA launch in Japan, with induction heating |
| 2021 | IQOS available in almost 70 countries |
| March 2025 | Philip Morris Middle East launches IQOS ILUMA i in the UAE |
Before TEREA: IQOS and HEETS
The first IQOS devices heated tobacco sticks with a heating blade inside the holder. The stick slid onto the blade, and the blade heated the tobacco. That design needed regular blade cleaning, and a blade could break. These sticks are sold as HEETS in many markets, and they still work in blade devices such as IQOS 3 DUO and IQOS Originals. Our page on TEREA vs HEETS explains the difference.
2021: TEREA and induction heating
TEREA moved the heater from the device into the stick. Each TEREA stick has a metal element coated with stainless steel, sealed inside the tobacco. The IQOS ILUMA device heats that element by induction, which PMI calls SMARTCORE. This removed the blade, so ILUMA devices need no blade cleaning. Our guide on how TEREA sticks work covers the system.
Market editions
PMI makes TEREA for different markets, and each market gets its own blends and flavour list. That is why the UAE now has buyers choosing between Kazakhstan, Japan, Indonesia, UAE and Armenia packs. Japan has one of the widest ranges, with series names such as Regular, Menthol and Pearl. Kazakhstan uses colour names such as Amber and Silver, and has 5 Pearl capsule sticks. You can see both on the TEREA Japan collection and the Kazakhstan collection.
2025: IQOS ILUMA i in the UAE
IQOS ILUMA i is the second generation of TEREA devices. The range includes ILUMA i One, ILUMA i and ILUMA i Prime. Features include Pause mode and FlexPuff, and ILUMA i Prime adds a touch screen. All ILUMA i models use the same TEREA sticks as the first ILUMA. Our guide to TEREA devices compares every model.
Third-party TEREA devices
Lambda i8, i9 and i10 are third-party induction devices that also heat TEREA sticks. They are not made by PMI. Our page on what is changing for TEREA users covers the latest devices and stick types.
Frequently Asked Questions
When was TEREA launched?
TEREA launched in Japan in August 2021, together with IQOS ILUMA.
Who makes TEREA?
Philip Morris International (PMI).
When did IQOS first launch?
IQOS was first sold in November 2014 in Nagoya, Japan, and Milan, Italy.
What changed from HEETS to TEREA?
HEETS are heated by a blade in the device. TEREA sticks carry their own metal heating element, heated by induction.
When did IQOS ILUMA i come to the UAE?
Philip Morris Middle East launched IQOS ILUMA i in the UAE in March 2025.
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TEREA sticks in five editions, delivered in 2 hours.
