VAPORESSO's 10th Anniversary: A Decade of Innovation and Global Ambition

VAPORESSO, the premium vaping brand under Smoore International Holdings (SMORF), is celebrating its 10th anniversary with a bold, multifaceted campaign dubbed “Innovation X.” This year's global efforts—ranging from high-octane physical activations to cutting-edge product launches—underscore the company's commitment to redefining the vaping experience while cementing its position as a leader in a rapidly evolving industry. For investors, the question is whether these strategies translate into sustainable shareholder value in the long term.

The “Hyper-Tour” and the Power of Experiential Marketing

The 10th-anniversary celebrations kicked off in Jakarta, Indonesia, on July 18, 2025, with “The Roar On Rush – VAPORESSO 10th Anniversary World Hyper-Tour.” The event featured a convoy of hypercars delivering special edition XROS 5 INNO SPEED VERSION devices to retail stores. This visually striking activation generated significant public engagement, blending the worlds of automotive performance and vaping to create a memorable brand experience. The tour will continue to Paris, London, and Las Vegas through August 2025, reinforcing VAPORESSO's global footprint and its association with speed, innovation, and exclusivity.

Experiential marketing like this is not just about brand visibility—it's about creating emotional connections with consumers. By aligning its brand with high-performance imagery (e.g., supercars, racing aesthetics), VAPORESSO appeals to a demographic that values both technological sophistication and lifestyle expression. For investors, this strategy signals a shift from commoditization to premiumization, a critical factor in maintaining profit margins in a market increasingly dominated by disposable vapes.

Product Innovation: The XROS 5 and Beyond

The centerpiece of VAPORESSO's 10th-anniversary campaign is the XROS 5 INNO SPEED VERSION, a device that sets new benchmarks in speed and efficiency. Featuring the industry's first 3A supercharging technology, the XROS 5 can charge to 80% in just 20 minutes, drastically reducing downtime for users. The product's design, inspired by supercars, includes a dynamic UI display and a sleek, bold exterior that mirrors the competitive spirit of racing.

This innovation is a direct response to consumer pain points—namely, the need for faster charging and longer battery life in a market where convenience is king. The XROS 5's success (it is already a global bestseller in the MTL segment) demonstrates VAPORESSO's ability to anticipate and meet evolving demands. For shareholders, this underscores the company's R&D prowess: Smoore has invested RMB3.94 billion in R&D by 2023 and RMB760 million in 2024, enabling breakthroughs like the AXON Chip and COREX heating technology.

Global Expansion and ESG Alignment

VAPORESSO's 10th-anniversary strategy extends beyond product and marketing. The brand has expanded its ecosystem to include e-liquid offerings under its DELICIU brand, addressing a growing consumer demand for end-to-end vaping solutions. This diversification not only enhances customer retention but also creates new revenue streams.

Geographically, the company is deepening its European presence through a newly established European branch, complete with specialized centers for flavor research, product design, and marketing. This localization effort is critical in a region where regulatory scrutiny is high and consumer preferences are distinct. By tailoring products and messaging to local markets, VAPORESSO aims to strengthen its position in Europe, a key growth area for the premium vaping sector.

Moreover, the company's sustainability initiatives—such as the ECO series, which uses materials like ocean waste and sugarcane bagasse—align with global ESG trends. These efforts not only mitigate regulatory risks but also appeal to environmentally conscious consumers, a demographic that is increasingly influential in the premium goods market.

Financial Performance and Shareholder Value

Smoore International Holdings' financial trajectory offers insights into the potential returns for investors. From 2023 to 2025, the company's Enterprise Value surged from 30.88B to 119.99B, a 161% increase, reflecting a strong recovery from a challenging 2023. This growth is driven by VAPORESSO's ability to maintain a 20%+ average annual growth rate in revenue over the past four years, even as disposable vapes disrupted the market.

The company's R&D investments and product innovation have also contributed to premium pricing power, with VAPORESSO's MTL products capturing 20% of the company's annual revenue in 2022. While recent revenue growth has slowed (a -9% average annual growth rate over the past three years), the 10th-anniversary campaign and global expansion suggest a renewed focus on top-line momentum.

Risks and Considerations

Despite its strengths, VAPORESSO faces headwinds. Regulatory pressures, particularly in Europe and the U.S., could impact growth. Additionally, the rise of disposable vapes poses a threat to open-system brands like VAPORESSO. However, the company's focus on reusable, high-performance devices and its sustainability initiatives position it to differentiate itself in a crowded market.

Investment Outlook

For long-term investors, VAPORESSO's 10th-anniversary campaign represents more than a celebration—it's a strategic reset. By combining innovative product development, bold marketing, and global expansion, the brand is laying the groundwork for sustained growth. Smoore's Enterprise Value recovery and VAPORESSO's premium positioning in key markets suggest that the company is well-positioned to deliver double-digit shareholder returns over the next five years, assuming it continues to execute on its R&D and localization strategies.

Investment Advice: Investors seeking exposure to the premium vaping sector should consider Smoore International Holdings (SMORF) as a long-term play. The company's ability to balance innovation with sustainability, coupled with its global expansion, makes it a compelling candidate for those willing to navigate regulatory uncertainties. However, due diligence on regional regulatory changes and competitive dynamics is essential.