On 23^rd April, around 100 stakeholders convened in Tokyo, at an exclusively curated Omni™ event hosted by BAT Japan to start a meaningful discussion on the important topic of Tobacco Harm Reduction (THR). From policymakers and public health experts, to economists and industry stakeholders, the knowledge, experiences and viewpoints in the room were insightful and diverse.

The forum, hosted by Tamayo Marukawa, former National Minister and renowned anchor-person, kicked off with  remarks on THR, setting a compelling tone for the discussions that followed. Emma Dean, Area Director of APMEA North and President of BAT Japan, then set the scene for Japan's progress to date in advancing THR and the public health benefits that could potentially be derived from fully adopting THR policies.

BAT’s Chief Corporate Officer, Kingsley Wheaton, officially introduced Omni™ in Japan, commenting on its pivotal role to drive an evidence-based conversation around THR. Dr. James Murphy, BAT’s Director of Science & Research took a deeper dive into the scientific data that demonstrates the lower risk profile of Heated Products (compared to cigarettes). He also pointed to the weight of evidence that demonstrates the potential public health benefits Heated Products can bring in Japan, and further emphasised the need for evidence-based policymaking to accelerate THR. 

During the event, guests were honoured to have Kazunori Tanaka, current Member of the House of Representatives, Former National Minister of Reconstruction and the current Chair of Liberal Democratic Party's National Harm Reduction Group as the Chief Guest. In his speech, he shared his vision for a smokeless Japan. He pointed to “the need for risk proportionate regulations in Japan for smokeless alternatives", citing examples of countries that have applied higher taxes on cigarettes and lower tax on heated tobacco products based on the available evidence of the risk profiles, and added that Japan is unfortunately taking an opposite approach. He noted that Japan needs to act more swiftly to adopt THR-based policies, emphasising the need for a joint action among stakeholders, urging them to work with speed and progression, review the evidence, and leverage public policy to drive THR forward.

A highlight of the forum was a panel discussion that brought together various perspectives to foster an open, inclusive dialogue about evidence-based transformation. The panellists included Dr. James Murphy from BAT, the former Director-General of the Health Policy Bureau at the Ministry of Health Japan, the Director of the Pacific Alliance Research Institute think tank, as well as the Chief Guest, Kazunori Tanaka.  

Toshihiko Takeda, former Director-General of the Health Policy Bureau at the Ministry of Health Japan, elaborated on THR as an innovative policy approach focused on reducing the health risks associated with tobacco use. He further emphasised: “A clear evidence-based policy framework in Japan could improve public health. A collaborative approach involving all the right stakeholders can help ensure dynamic, informed policies that adapt to emerging evidence”.

Following the successful Omni™ launch in Tokyo, the BAT Japan team took Omni™ to Osaka, where Expo 2025 then kicked off. The overarching theme of Expo 2025 was Designing Future Societies for Our Lives, which encapsulates the essence of Omni™, where we're bringing innovation-led transformation to shape a sustainable future for our society.