Imagine this: a bustling Southeast Asian market, a growing population of vape enthusiasts, and one bold British company making its move. That’s right—Airscream UK Ltd, a leading vape brand from the UK, has its sights firmly set on Malaysia as its gateway to the rest of Southeast Asia. And they’re not just dipping their toes in—they’re going all in.
In a recent statement, Airscream announced plans to relocate its global headquarters to Malaysia, with a whopping RM100 million (approximately 1.63 billion RMB) investment lined up over the next five years. Why Malaysia, you ask? Well, the country’s booming vape industry speaks for itself, with a market value surpassing RM3 billion (around 4.88 billion RMB) and over 30,000 people employed in the sector. Talk about a vape haven!
Why Malaysia?
Andrew Koh, Airscream’s global brand and marketing maestro, explained the company’s bold strategy. “The demand for reliable, high-quality vaping products is skyrocketing, especially in regions like Europe and Southeast Asia, where traditional cigarette use is steadily declining,” he said.
And there’s another critical factor driving this shift: the rise of dodgy, illegal vape products containing harmful substances. “Consumers are actively seeking brands they can trust,” Koh added. Enter Airscream—a company poised to be that trusted name in the market.
Riding the Wave of Change
It’s no secret that vaping is reshaping smoking habits worldwide. Koh highlighted the global trend of smokers switching to less harmful alternatives like vapes. Research backs this up—studies, including insights from the World Health Organization (WHO), reveal a steady decline in traditional cigarette consumption as smokers transition to e-cigarettes. It’s a movement fueled by those determined to quit smoking and adopt what they see as a safer option.
Even in Malaysia, this shift is evident. A 2022 survey from the country’s Public Health Institute revealed an intriguing trend: while teen smoking rates for traditional cigarettes plummeted from 13.8% in 2017 to 6.2% in 2022, e-cigarette use among teens surged from 9.8% to a staggering 14.9%. The numbers don’t lie—vaping is here to stay.
Responsible Vaping, the Airscream Way
With great power comes great responsibility—or so the saying goes. For Airscream, this means ensuring that its products stay out of the hands of non-smokers and minors. Koh assured that the company is committed to responsible marketing and sales practices, including strict age verification both online and in physical stores.
Their packaging is simple, their marketing is strictly adult-focused, and their goal is clear: to provide adult smokers with a reliable alternative to cigarettes. “We’re laser-focused on catering to adult smokers looking for a safer switch,” Koh emphasized.
Innovation at the Core
Airscream isn’t just about sleek products and savvy marketing—they’re also doubling down on innovation. The company’s Malaysian branch already boasts a dedicated research and development lab, and plans are underway to secure ISO certification for the facility. It’s all part of their commitment to delivering top-tier products that meet global standards.
The Bigger Picture
So, what does Airscream’s bold move mean for the vaping industry? For one, it signals the growing importance of Southeast Asia as a hub for innovation and market growth. With Malaysia as its launchpad, Airscream is positioning itself to become a major player in the region—and perhaps the world.
It’s an exciting time for the industry, and Airscream’s journey is just beginning. Will their gamble pay off? Only time will tell, but one thing’s for sure—they’re making waves in the vape world, and everyone’s watching.
