The
world’s first electronic cigarette was invented in Beijing in 2003. It used
power from a small battery to vaporize a nicotine solution that delivered the
hit smokers crave with fewer toxins than tobacco smoke. Today over 95% of
e-cigarettes are made in China, but the Chinese show little interest in the
product.
“Vaping”, as it
is known, is far more popular in Europe and North America. In these regions,
many health campaigners argue that e-cigarettes may help smokers quit. In
China, however, awareness of tobacco’s health risks is low and regular smokes
are cheap. A pack can sell for as little as 2.5 yuan ($0.40), compared with an
electronic one that costs around 200 yuan for a starter kit.
The government is
stepping up efforts to persuade the country’s 280m daily smokers—nearly
one-third of the world’s total—to give up. On June 1st a ban on smoking in
public places was introduced in Beijing. If successful, it will be rolled out
nationwide. For the first time, the annual meeting in March of China’s
legislature was made smoke-free.
Such measures
help to explain why some Chinese are beginning to turn to e-cigarettes. Shane
MacGuill of Euromonitor, a consultancy, says 3m-4m people in China now use
them—a tiny chunk of the Chinese market, though more than the number in
Britain.
At present the
sale and use of e-cigarettes is unregulated in China. But there is debate about
whether the government should follow the example of many other countries in
applying restrictions.
In China,
electronic ones are marketed as trendy. Adverts depict suave, macho (usually
foreign) men in sharp suits in modern, high-tech settings, with slogans such as
“I am legend” and brand names like North Wolf. Candy-flavoured versions are
sold to children for as little as 15-20 yuan; women buy lipstick-shaped ones.
Their appeal is not primarily as aids for quitting. Only 2% of women smoke in
China compared with over 50% of men.
Like other big
tobacco companies, China National Tobacco Corporation, which controls the
production and sale of all tobacco products in the country, is beginning to
move into the e-business. Ling Chenxing, its director, says e-cigarettes are an
important area for research. But tobacco is likely to remain the company’s
mainstay. Though the share of smokers is stable, the number of tobacco users
continues to rise in China (see chart), as does the average number of
cigarettes smoked.
