British American Tobacco (BAT) faced regulatory and market resistance in South Korea. This led to the suspension of its plan to launch synthetic nicotine vapes. Due to a lack of a legal framework and safety concerns. Convenience store chains and distributors refused to sell the product. The move has raised speculation that BAT may be seeking to influence future control legislation or turn to direct sales contracts with small vape shops.
Launch Plan Halted Amid Legal and Safety Concerns
According to Hankyung on November 3. BAT’s plan to release a synthetic nicotine vape under the brand Nomad in South Korea this month was blocked. The convenience store industry and large vape distributors declined to carry the product. Citing the absence of a legal basis for synthetic nicotine regulation and insufficient safety verification.
A representative of a major convenience store chain stated, “It would be difficult to sell the product because there is no legal framework or safety confirmation.”
BAT’s Trademark Filing and Market Ambitions
In April, BAT’s affiliate, Nico Ventures Holding, filed a trademark application for “Nomad,” formally preparing for the product’s launch. If successful, it would have been the first synthetic nicotine vape product introduced in South Korea, ahead of competitors like KT&G, PMI, and JTI—none of which have launched similar products globally.
Widespread Use of Synthetic Nicotine in Korea
Industry data show that about 90% of vapes in South Korea contain synthetic nicotine, with the majority imported from China. According to South Korean customs statistics, imports of synthetic nicotine totaled 316 tons between January and September 2025. Compared to 216 tons for all of 2024, marking a sharp increase.
Regulatory Gaps and Public Health Concerns
Currently, synthetic nicotine is not covered under South Korea’s cigarette management law. This means it is untaxed, lacks mandatory health warnings or advertising restrictions, and remains easily accessible online and through unmanned retail kiosks.
Experts have warned that these loopholes have contributed to the rise in vaping among teenagers, as synthetic nicotine products are cheaper and easier to obtain.
Industry Resistance and Distribution Challenges
Industry insiders report that BAT’s “Nomad” project may be canceled after major convenience stores and distributors refused to stock it. One source said, “We may have to sign direct supply contracts with small vape shops not linked to major distributors, but sales will be minimal in that case.”
Market Share Decline for BAT in South Korea
BAT’s market position in South Korea continues to weaken. From January to October 2025. The company’s share of the country’s convenience store and retail vape market dropped to 11.03%, down from 11.46% in 2024.
Analysts suggest the failed “Nomad” launch could further hinder BAT’s recovery in an increasingly competitive market dominated by domestic brands.
Speculation Over BAT’s Strategic Intent
Some industry experts suspect that BAT’s synthetic nicotine plan may have been a strategic move to prompt government regulation rather than a genuine commercial launch.
A representative of a large tobacco company commented, “There are views that BAT’s announcement of ‘Nomad’ was meant to trigger tighter control legislation since once synthetic nicotine is regulated. Consumers might turn to BAT’s products like Vuse Go for compliance and reliability.”
