Philip Morris International (PMI) launched its global collaboration between IQOS and the Zamna music festival last week, according to Marvin magazine, with its IQOS Curious X platform debuting at Zamna 2026 in Tulum, Mexico. The engagement platform featured a dedicated IQOS experience zone aimed at adult smokers and adult nicotine users, aligning music and immersive environments with PMI’s smoke-free positioning.
Leonardo de Alencar, director of smoke-free products at Philip Morris Mexico, said festivals such as Zamna provide a space to engage adult audiences and support the transition away from cigarettes, while Zamna executives described the partnership as part of a broader push for creative and cultural innovation. Zamna originated in Tulum, and this year will host additional music festivals in Egypt, Malta, and Türkiye.
PMI said IQOS now has more than 34 million adult users globally, including over 140,000 in Mexico.