That is what makes research so exciting YUKIHISA

Director Market Research Japan Hub




Viewing Japan as one of the most important markets
That is what led me to joining this company

Before joining Philip Morris Japan, I was in market research for 18 years at a foreign-affiliated company of which I had spent 5 years overseas. Due to family reasons, I had to come back to Japan, and that is how I started looking for a new job. The best thing about doing market research or consumer understanding at this company is that there are a lot of things we can do, not only with improving our products, but also through emotional communication to legal age smokers. Furthermore, Japan being one of the key markets with important initiatives, I thought that the experience I obtain here will further develop my skills as a true professional.


A market that is all the more dynamic now with IQOS
Excitement that can only be felt at times like this

The size of the Japanese cigarette market is roughly 4 trillion yen.* There are approximately 300 SKUs in the market and we see about 30 new SKUs newly appearing each year. The fascinating thing about this market is that it moves dynamically on a large scale. Furthermore, with the arrival of a new product called IQOS, the market itself is changing drastically. Now, brand communication is possible through our IQOS stores, a new channel which we did not have before. Until now, we were dealing mainly with consumption goods, but now with IQOS, we need to think about how to manage durable goods, where new need for research arise.
“How to drive the tobacco industry from now on?” This is a question we need to keep on thinking based on our experience, knowledge and different research results that the company has accumulated over the years of business in Japan. Furthermore, the solutions we come up with have to be socially responsible, complying with the law and regulations. It is not an easy task, but at the same time, these are exactly the reasons why it is so exciting about performing research and marketing at Phillip Morris Japan today.
*Tobacco Institute of Japan research


The culture that is embedded in this company
“Help others” and “Be spontaneous”

Since joining the company, I have felt that there is a culture here where everyone helps out when someone is in need. Even if it is not within their job scope, they will “help each other” without hesitation, as long as time allows. It is not because they want to be acknowledged, but rather from a spirit of volunteering, which I think is the best thing about this company. The coexistence of “helping each other” and “being spontaneous”, this is the culture of Philip Morris Japan.


For those considering a career at Philip Morris Japan

Now that IQOS is in the market, more than ever it is an exciting time to be in this industry. Japanese consumers love variation and new products but at the same time do not want to compromise on quality. Anticipating the potentials of IQOS within this demanding yet dynamic market, I foresee the future of Philip Morris Japan to be a truly exciting place to work at.


Relevant available positions


Grow our brands’ equity and share by developing long term strategies, innovation pipeline and digitally enhanced product initiatives by leveraging consumer insight and direct engagement.


Develops business strategies for IQOS – our “heat not burn” tobacco product. In addition, convert legal age smokers of combustible cigarettes to IQOS

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