REJO Expands Market Presence and Cultural Engagement at World Tobacco Middle East 2024

DUBAI, United Arab Emirates--(BUSINESS WIRE)--Nov 14, 2024--

REJO is set to deepen its reach and brand impact at the World Tobacco Middle East 2024, marking a strategic opportunity for the brand to connect with new partners, showcase product innovations, and strengthening its foothold in the heat-not-burn (HNB) market. This year-end exhibition serves as a pivotal moments for REJO to demonstrate its commitment to the Middle East market while also gathering valuable insights to guide its regional and global strategy in the coming year.

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Highlighting Key Products and Expanding Regional Reach

During the exhibition, REJO will introduce the FARSTAR NSCs heated tobacco sticks, alongside the Mr. Yeah NF5100 heating device. These products will be featured on the Buygro platform, facilitating connections with retailers throughout the Middle East and broadening access to REJO’s innovation products.

Additionally, REJO has solidified its presence in duty-free stores by introducing the oices heated tobacco products, compatible with the REJO TS40 heating device. With its distinctive large screen, capacity for 40 consecutive uses, and elegant leather-textured design, the REJO TS40’s has well received among travelers for its premium feel and stylish look.

Strategic Product Rollout and Regional Expansion

REJO’s market strategy in the Middle East centers on fostering mutual success through partnerships with distributors specializing in vaping, shisha, and tobacco. By securing framework agreements with 35 initial global distributors, including CAHAN Tobacco International within the region, REJO is strengthening its industry presence and reinforcing its professional credibility.

Building on its Dubai presence, REJO is also preparing to enter neighboring markets with its NISE+ heated tobacco products and USONIC heating device. This device boasts a fingerprint-proof finish, a convenient magnetic top cover for easy cleaning, and an elevating entry-level HNB options in the Middle East.

Celebrating Local Culture and Enhancing Brand Presence

REJO view Dubai as a strategic hub for its brand growth in the Middle East and is committed to establishing a dedicated brand booth in the city, along with expanding its investment in global talent recruitment. As part of its long-term vision, REJO seeks to honor the cultural richness of the region. At the event, REJO has arranged live performance of traditional instruments, the qanun and oud, as a respectful tribute to local customs, reinforcing REJO’s commitment to community connection.

World Tobacco Middle East 2024 presents as an invaluable opportunity for REJO to engage with potential partners, introduce its cutting-edge products, and solidify its presence in the global heat-not-burn market. After its recent participation in major international events, REJO has gained considerable attention as a young and innovative brand, reinforcing its commitment to bringing high-quality, culturally aligned products to users worldwide.

About REJO

REJO is a global provider of heat-not-burn products, along with its own branded heating devices and heated sticks, recognized for the innovative technologies and global operational capabilities.

In collaboration with REJO Friends, we are committed to delivering an unparalleled user experience worldwide, offering a diversified product portfolio that advocates for the less harmful alternative, setting a new standard for mindful consumption.

Musicians performing live, drawing crowds and creating a vibrant atmosphere (Photo: Business Wire)

The USONIC Heating Device showcased for the first time at the exhibition (Photo: Business Wire)

The REJO TS40 Heating Device, popular among duty-free suppliers (Photo: Business Wire)

JERUSALEM (AP) — Nickolay Mladenov, the high representative for the International Board of Peace overseeing the Israel-Hamas ceasefire on Wednesday reiterated longstanding demands that Hamas and other militant groups, calling them “not negotiable.”

Seven months ago, the U.S.-brokered ceasefire agreed to by Israel and Hamas included disarmament as a key provision but little progress has been made. Negotiations have centered around details, some of which Mladenov referenced on Wednesdaay, about gun buybacks and small arms for law enforcement.

But Mladenov also said Hamas could have a role in post-war Gaza if they disarmed. “We are not asking Hamas to disappear as a political movement,” he said.

He criticized the group for consolidating power in parts of Gaza and said they were doing it “to squeeze better terms of a negotiation.”

The remarks conflict with some of Israel’s aims to destroy the militant group that has governed Gaza for two decades.

THIS IS A BREAKING NEWS UPDATE. AP’s earlier story follows below.

JERUSALEM (AP) — Nickolay Mladenov, the top diplomat overseeing the U.S.-brokered ceasefire deal in Gaza, was in Jerusalem on Wednesday seeking to advance the ceasefire deal that Israel and Hamas agreed to more than seven months ago.

His appearance comes as efforts to advance the phased ceasefire have stalled, without much progress on its key tenets, including demilitarization and reconstruction. The truce envisioned Hamas handing over its weapons, Israeli forces withdrawing and rebuilding destroyed swaths of the coastal enclave after more than two years of war.

Instead, the seven months since the ceasefire have seen Israel and Hamas trade accusations of violations. Aid groups say Israel has not allowed the promised amount of aid in. Hamas has not disarmed and remains in control of roughly half the strip.

Israel has stepped up its attacks in Gaza in recent days, since the U.S.-Iran ceasefire, and many Palestinians fear a return of more airstrikes and full-scale war may be imminent.

Mladenov is a longtime U.N. diplomat and consultant who has also been a government minister in his home country, Bulgaria. Last year he was named high representative for Gaza for the President Donald Trump-led International Board of Peace designed to oversee post-war plans for the strip.

The Israel-Hamas war began when Hamas-led militants stormed Israel on Oct. 7, 2023, killing some 1,200 people and taking 251 as hostages. Israel’s ensuing offensive has killed over 72,724 Palestinians, including at least 846 since a ceasefire took hold last October.

That’s according to the Gaza Health Ministry, which doesn’t differentiate between civilians and combatants but says around half the deaths were women and children. The figures by the ministry, which is part of the Hamas-led government, are seen as generally reliable by U.N. agencies and independent experts.

A Palestinian man carries water containers in Gaza City, Tuesday, May 12, 2026. (AP Photo/Abdel Kareem Hana)

FILE - United Nations Special Coordinator for the Middle East Peace Process Nickolay Mladenov, attends a press conference at the (UNSCO) offices in Gaza City, Monday, Sept. 25, 2017. (AP Photo/Adel Hana, File)