H&S, the Japanese distributor for Snowplus, has announced that NEO, a zero-nicotine, zero-tar electronic vaping product, will roll out to FamilyMart stores across Japan starting September 14, 2026 (except in some locations). Meanwhile, the DASH series will be sold in select areas of Southern Kyushu and Okinawa. The company has also appointed the Japanese rock band Kishidan as its brand ambassadors. This expansion reflects Snowplus’s strategy to grow its offline presence in Japan’s zero-nicotine vaping market by leveraging a major convenience store network.
Key Highlights
- Snowplus NEO begins its rollout to FamilyMart stores nationwide on September 14 (excluding select locations).
- NEO is a zero-nicotine, zero-tar product with a recommended retail price of 1,350 JPY; it has a 2.5ml capacity, delivers about 1,000 puffs, and comes in six flavors.
- The DASH series, priced at 2,750 JPY with a 7.5ml capacity and approximately 4,000 puffs, will be sold at select FamilyMart locations in Southern Kyushu and Okinawa.
- Snowplus has appointed the Japanese rock band Kishidan as brand ambassadors to strengthen marketing within the Japanese mass-market consumer sector.
September 15, 2026. According to information released by PR TIMES (Japan) on September 14, 2026, H&S, the Japanese distributor for Snowplus, announced that the Snowplus NEO zero-nicotine vaping product would begin rolling out to FamilyMart convenience stores nationwide starting that day (excluding select locations).
Simultaneously, the Snowplus DASH series will be sold at select FamilyMart stores in Southern Kyushu and Okinawa. The company also announced the appointment of the Japanese rock band Kishidan as brand ambassadors.
Snowplus NEO Enters FamilyMart Stores Nationwide
According to the information released by H&S, Snowplus NEO is positioned as a vaping product containing zero nicotine and zero tar.
The product has a recommended retail price of 1,350 JPY, a capacity of 2.5ml, and is rated for approximately 1,000 puffs; it is available in six flavors.
This rollout covers the FamilyMart network across Japan, though actual product availability may vary by store. Another model, the Snowplus DASH, has a recommended retail price of 2,750 yen, a 7.5ml capacity, and a rated lifespan of approximately 4,000 puffs. Available in three flavors, it will be sold at select FamilyMart stores in the Southern Kyushu and Okinawa regions.
Through this channel expansion, Snowplus is further integrating its nicotine-free vaping products into Japan’s mainstream convenience store retail network.
Kishidan Named Snowplus Brand Ambassador
H&S also announced that Snowplus has appointed the band Kishidan as its brand ambassadors.
The company stated that it hopes to leverage this partnership to boost product awareness and strengthen its brand reach among young adults and the mass consumer market in Japan.
In terms of both distribution and marketing, Snowplus’s entry into FamilyMart represents more than just stocking shelves; it is a simultaneous push for nationwide convenience store coverage and increased brand visibility.
Japan’s Regulatory Distinction for Nicotine and Nicotine-Free Vapes
Japan applies different regulatory approaches to nicotine-containing e-cigarettes and nicotine-free vaping products.
The Ministry of Health, Labour and Welfare states that products such as nicotine-containing e-cigarette liquids are subject to the Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices; the sale, distribution, and advertising of unapproved products of this type are restricted within Japan.
Conversely, nicotine-free vaping products do not fall under the definition of “tobacco products” as outlined in the Tobacco Business Act.
Therefore, a key feature of the Snowplus NEO and DASH products entering FamilyMart is their nicotine-free positioning.
This regulatory distinction allows nicotine-free vaping products to be commercialized through mass retail networks like convenience stores, although Japanese health authorities continue to issue warnings regarding the potential health impacts of vaping products.
Snowplus Expands Its Offline Retail Presence in Japan
H&S reports that Snowplus products have entered over 20 countries and regions, with cumulative sales reaching 480 million units; the company also projects that shipments of the DASH series will reach 20 million units in 2025.
These figures are based on company disclosures and have not been independently verified by third-party market research firms.
With this entry into FamilyMart, Snowplus’s competitive focus in the Japanese market is shifting beyond simple product sales to encompass convenience store channel coverage, consumer engagement, and brand marketing. For zero-nicotine vaping products, extensive convenience store networks offer high customer traffic and nationwide retail coverage. Snowplus’s move to expand offline distribution via FamilyMart reflects a broader trend of brands attempting to boost market penetration in Japan through mainstream retail channels.
