Parent Company: Japan Tobacco Inc
Brand value: $2,635 million
Headquarter city: Tokyo
Year formed: 1977
First released in 1977, Mevius is Japan Tobacco’s most popular cigarette brand in Asia. First conceived as a mild version of JT’s Seven Star brand, Mevius was known as Mild Seven until a name change in 2013. The brand was popular from the start thanks to its mild, light smoke flavor and immediately recognizable for its blue branding. The brand has stayed relevant in recent years thanks to its nimble adoption of “heat not burn” technological offerings, new flavor variations, and new designs (both permanent and limited edition). For instance, its new-for-2019 Mevius Premium Menthol Option Muscat Green 5 100’s feature 100% natural menthol as well as a special capsule that users can crush to create a blast of Muscat flavor. Mevius’s communications feature messages such as, “Think of people’s time” and “To the future, step by step,” and also educate consumers about the brand’s technological breakthroughs (some of which may lead to reduced health risks). Japan Tobacco Inc is listed on the Tokyo Stock Exchange.