BAT Rothmans' advertisement celebrating the first anniversary of Vuse dispoasable vape products' release in Korea / Courtesy of BAT Rothmans

BAT Rothmans, the Korean operation of British American Tobacco (BAT), celebrated, Wednesday, the first anniversary of its domestic release of Vuse, which has emerged as the leading disposable vape brand in Korea within the shortest period of time since its release, according to the tobacco maker, Thursday.

A year earlier, BAT chose Korea as the first Asian country to release its Vuse Go line of products, becoming the only company selling vape products, among the four largest tobacco makers doing business here.

BAT Rothmans said that the product was available only in the greater Seoul metropolitan area during the early phase of its launch in Korea. In addition, Vuse Go 800 is subject to Korea's strict regulations, because it uses natural nicotine extracted from tobacco leaves, unlike most vape products using synthetic nicotine.

Within a half year after its release in Korea, however, it accumulated a sales volume that surpassed 1 million, according to the company.

BAT Rothmans attributed the popularity to Vuse Go 800's convenient structure, various product lineups, as well as removal of smoke and smells, which can displease non-smokers.

Based on its popularity, the tobacco maker started selling Vuse Go 800 across the country earlier this year. In June, the company came up with the vape product's upgraded version, which features an ergonomic design, improved heating technologies, convenience and safety.

"Vuse, which plays an important role for BAT to achieve its goal of ‘A Better Tomorrow,' allowed Korean smokers to choose among a wider variety of non-combusted products," BAT Rothmans Country Manager Song Young-jae said.

"We will go all out to make the market sustainable."