Sweden is nearly becoming one of the first smoke-free nations in the EU. Cigarettes are now rarely seen. Behind this change is a quiet shift: nicotine pouches. Small, smokeless, and discreet, they provide nicotine without the odour or stigma of smoking. Now, Japan Tobacco International (JTI) is bringing Sweden’s smokeless model to Asia, starting with the Philippines. This tests if Sweden’s mix of new products and public outreach can work where smoking is still common. Could this mark a shift ...