It began with the clink of wine glasses and the slow bloom of flavor on the tongue. The kitchens of Okada Manila delivered an impeccable feast, the kind that pauses conversation and draws eyes shut in quiet appreciation.

But it was what came after that lingered longer than the last bite. Guests found themselves part of a conversation that moved from plate to possibility. One about transformation, curiosity and what it means to reimagine habits.

The occasion was the launch of “Forever Curious,” the new global brand campaign by PMFTC Inc. for Iqos, the pioneering heated tobacco product. The event marked more than a marketing effort. It offered a glimpse into a cultural shift.

“We are proud of our progress towards making cigarettes obsolete and remain firm in our commitment towards a smoke-free future for the Philippines,” said Gijs de Best, president of PMFTC, the Philippine affiliate of Philip Morris International (PMI).

As of the first quarter of 2025, 42 percent of PMI’s total net revenues came from its smoke-free business.

“Forever Curious captures our core belief that curiosity paves the way for creativity and inspires progress by challenging the status quo,” Gijs said. “This campaign marks how Iqos is evolving, not just as the world’s leading heated tobacco product, but as a brand that empowers legal-age smokers who would otherwise smoke to switch to a smoke-free alternative grounded in innovation.”

Now in its 10th year globally, Iqos continues to lead the heated tobacco category, supporting legal-age smokers in making informed, smoke-free choices.

The event immersed guests in the “Forever Curious” world through curated art installations and live performances. These sensory experiences reflected the brand’s identity of innovation and exploration.

The launch also served as a preview of what is to come. A series of “Curious X” events will take place in key cities from June to August. These private gatherings are designed to deepen engagement with the Iqos community. The series will culminate in the Iqos Global Event in Milan, where the brand’s future-forward vision will be presented to an international audience.

“Forever Curious” celebrates curiosity as the force behind progress. It challenges norms, sparks conversations and inspires change. At Okada, surrounded by flavors and ideas, the future felt close. And it tasted good.