Mohammed Isa Al Abbasi 
Philip Morris International (PMI) said that “IQOS celebrates the Moroccan traditional crafts through a series of artistic workshops, which highlight the richness of heritage in a harmonious mix between originality and modernity.”
The company said, in a press statement, that “as of March 8, and throughout the weekends for this month, IQOS in its store is organized by Morocomall an overwhelming experience in cooperation with a group of Moroccan craftsmen, in an initiative aimed at bringing the audience closer to the world of ancient handicrafts.”
In this context, Anna Kentinia, director of smoke -free products at the “PMI”, said that “mastery and passion for excellence embodies the essence of the Moroccan traditional crafts, which are the same values adopted by IQOS, and from this standpoint, this initiative came as a unique opportunity to celebrate a rich heritage, while providing creative and interactive experiences for users.”
The statement added that “these workshops allow the participants the opportunity to discover traditional skills inherited by generations, with the possibility of personal touches to their creativity,” noting that “the activities vary between allocating caftans, the art of rhetoric, the art of Arabic calligraphy, and the art of Moroccan Zlij, which gives them a unique experience that combines ancient traditions and modern innovation.”
It was stated in the statement that the participants will work during these sessions, along with talented local craftsmen and artists, as they will have a vivid experience for the unique pieces industry, in an atmosphere that combines creativity and interaction.
Philip Morris International
The statement reminded that “Philip Morris International (PMI), which is one of the largest international companies in the tobacco sector, seeks to achieve a smoking -free future, and works to develop its product portfolio to include healthy options that go beyond tobacco and nicotine, as part of its efforts to redefine the concept of nicotine consumption.”
The statement pointed out that since 2008, “PMI has invested more than $ 12.5 billion in scientific research and development, with the aim of designing and marketing innovative smoke -free products, and these efforts include building an integrated scientific system, covering the fields of clinical research and toxins, in addition to behavioral and research studies after the launch of products in the markets.”
He stated that in 2022, the company acquired Swedishmatch, the leading company in the field of oral nicotine products, thus becoming one of the strongest international companies in the smoke -free products sector, and these efforts are led by IQOS and ZYN products, which have obtained the approval of the American Food and Drug Administration as low -risk tobacco products, and the requests for re -accreditation for ECOS products are still registered Review by the administration.
By December 31, 2024, “Smoke -free PMI products have become available in 95 global markets,” with estimates indicating that “38.6 million adult users depend on these alternatives, while smoke -free products constituted 39% of the total PMI revenue during 2024”.
It is noteworthy that, thanks to its long experience and strong scientific base, the company “PMI” announced in February 2021 “its vision to expand in the areas of health and wellness, and is to provide comprehensive health experiences aimed at improving the quality of the life of individuals around the world.”
