The global nicotine landscape is evolving, with oral nicotine pouches now preparing to enter markets long dominated by cigarettes and smokeless tobacco. The Swedish brand Loop, created by Another Snus Factory, has already established itself in Europe with modern flavors and strong consumer appeal. Its expansion into East Asia signals not only the growth of oral nicotine as a category but also a potential breakthrough for harm reduction in one of the world’s heaviest-smoking regions.
Why East Asia Matters
East Asia is home to hundreds of millions of smokers and some of the most entrenched tobacco markets in the world. While heated tobacco has gained traction in Japan and South Korea, oral nicotine products remain largely absent. Introducing pouches into this environment could give adult smokers an additional, less harmful alternative at a time when traditional cessation tools have had limited success.
Loop’s move into the region also highlights a broader shift: harm reduction is no longer a European or North American conversation. The appetite for safer alternatives is global, and East Asia represents one of the most critical frontiers for reducing smoking-related disease.
A Global Trend of Innovation
The expansion of Loop reflects a larger trend of oral nicotine brands moving beyond their Scandinavian roots and becoming part of a worldwide category. What was once niche is now increasingly recognized as an accessible, discreet, and smoke-free option for adults who would otherwise continue smoking.
Countries that embrace proportionate regulation—recognizing the difference between combustible products and safer, non-combustible options—are better positioned to realize the public health benefits. Sweden’s success with oral nicotine demonstrates what can be achieved when adult access to reduced-risk products is supported rather than restricted.
Implications for Harm Reduction
For consumers, Loop’s arrival in East Asia could mean more choice and a credible pathway away from cigarettes. For policymakers, it raises urgent questions about how regulation should evolve: Will oral nicotine be treated the same as combustible tobacco, or will governments adopt a science-based framework that acknowledges risk differences?
GINN’s Perspective
At GINN, we view the expansion of oral nicotine into new regions as a pivotal opportunity for global harm reduction. What matters most is not which company drives the growth, but whether consumers and governments seize the chance to reduce smoking prevalence through safer alternatives.
Nicotine is addictive, but combustion is deadly. With products like Loop entering new markets, the conversation about harm reduction is expanding—bringing with it the potential to save lives on a global scale.
