PT HM Sampoerna Tbk. (Sampoerna), together with its parent company Philip Morris International (PMI), continues to strengthen its commitment to driving science and technology-based innovation through the development of smoke-free products in Indonesia. Since their initial introduction in 2019, these products have paved the way for cross-sector collaborations that bring positive impacts - benefiting adult consumers, business players, and the wider ecosystem.
Sampoerna Sales Director, Yohan Lesmana, stated that Sampoerna believes innovation occurs when better products become accessible to adult consumers. He added that Sampoerna sees business partners as key collaborators in building a responsible ecosystem that helps adult smokers switch to science-based smoke-free alternatives.
“This isn't just about creating high-end technology in laboratories; it’s about bridging science with daily life, bringing it directly into the hands of adult consumers who deserve better choices,” Yohan said at the Technovation 2025 event in Jakarta on Wednesday (7/2/2025).
According to Yohan, these efforts have already shown results. Currently, Sampoerna’s smoke-free product partnership program has engaged over 600 local MSMEs across 20 cities in Indonesia. These partnerships have not only created new business opportunities but also opened up more than 1,300 local jobs and involved over 150,000 small retailers under the Sampoerna Retail Community (SRC).
In addition to strengthening the SRC network, Sampoerna has successfully expanded new partnerships with previously untapped sectors such as hospitality and cafés.
“We believe that through deep collaboration, we are not just creating new business opportunities, but also contributing to a broader goal - providing better alternatives for adult consumers. These partnerships are not merely transactional; they are sustainable programs focused on long-term value, innovation, and positive impact on communities,” Yohan added.
One strategic partner that has experienced the positive impact of smoke-free products is the Trans Luxury Hotel. By converting some of its smoking rooms into IQOS-friendly rooms, the hotel demonstrates its commitment to creating a cleaner, more comfortable environment for both staff and guest who are adult nicotine users.
“In the hospitality world, comfort and cleanliness are paramount. The presence of smoke-free products has greatly helped us maintain our service standards,” said Anggia Elgana, Director Marketing & Communications The Trans Luxury Hotel.
Anggia explained that after converting some rooms into IQOS-friendly rooms, the company saw a significant reduction in operational costs related to managing smoking rooms. Previously, smoking rooms required intensive maintenance - from deep cleaning to remove stubborn cigarette odors, using ozone generators, to more frequent replacement of furnishings and linens due to damage or absorbed odors. With the implementation of IQOS-friendly rooms, which produce no smoke, fire, or ash, the cleaning frequency has been significantly reduced. This not only prolongs asset lifespan but also allows budget efficiencies that can be redirected toward improving the quality of other services.
“I’m very optimistic and confident that the future of the hospitality industry will move toward a cleaner and more responsible environment - and smoke-free products will play an important role in this transformation. Our experience at Trans Luxury Hotel proves that adapting to smoke-free products is no longer a mere option, it’s a necessity. It’s an investment that delivers dual benefits, operational efficiency and enhanced reputation,” said Anggia.
Sampoerna has also forged similar partnerships with MSMEs in the culinary sector. Maja Family Chief Marketing Officer, Omar Karim Prawiranegara, revealed that customer traffic and loyalty have increased significantly since the cafe began providing smoke-free product-friendly areas. He also noted that revenue has increased by around 25%.
“We've succeeded in attracting a new segment of adult consumers looking for a comfortable place to relax without disturbing others with smoke or odor. They tend to come more often, stay longer, and consume more food and drinks. Many times, they also bring along fellow adult nicotine users. This directly contributes to increased sales,” Omar said.
International Graffiti Artist, Darbotz, said that as an IQOS user, he appreciates the existence of IQOS-designated area in several places. Thus, he can still use tobacco products without the smell.
Furthermore, he acknowledged that his decision to switch to smoke-free products is part of his effort to bring innovation into daily life. Although he was initially skeptical due to conflicting information about smoke-free products, his views changed after receiving more comprehensive explanations about IQOS and conducting his own research. He came to understand that the product does not involve combustion and is scientifically proven to be better than cigarettes.
“I came to realize that this product doesn’t involve burning, which reduces exposure to harmful substances. And the most important part, it’s not just a claim; it’s backed by scientific studies,” he explained.
Darbotz believes that in today’s era, art and technology are two inseparable elements that complement each other. According to him, technology has become a medium for exploration that allows artists to bring to life creative ideas that once only existed in imagination. He sees innovation as a way to achieve better goals.
“In art, I keep looking for new techniques and materials to take my work to the next level. It’s the same in life, I look for alternatives that are clearly better. IQOS is exactly that, a better alternative,” he concluded.