Tobacco Asia

32 tobaccoasia Issue 2, 2026 March / April sustainability and public advocacy; and the Vape Consumer Association of Malaysia (VCAM), which describes itself as "the country's voice for e-cigarette users in Malaysia, an association for va- pers, by vapers, promoting favorable regulations for the professionalization of the industry." Only one of these associations initially re- sponded to Tobacco Asia's interview requests but later retracted. The websites of others were no longer active, and their Instagram, Facebook, and LinkedIn pages had not been updated in months. This silence underscores the sensitivity of the issue and the reluctance of industry groups to speak pub- licly about a ban that could dismantle their sector. Brands retreat into the shadows The same pattern emerged among local vape brands. Tobacco Asia reached out to companies including Kardinal, Nasty Juice, Vape Empire, Volt Bar, VIXnow, Project Ice, Medusa Juice, AIRSCREAM, NCIG, Monsta Vape, and Tasty Fruity. While Volt Bar initially expressed inter- est in an interview, the company did not follow up. The only firm that eventually came through was Airscream, which conducted its interview through its EU division. This lack of engagement highlights the precarious position of local brands. Many appear unwilling to risk public comment on a policy that could end their operations, preferring instead to remain silent or withdraw from public advocacy altogether. Unlike many of its peers, AIRSCREAM agreed to speak openly with Tobacco Asia. Mykola Kuzemko, head of EU operations for the AIRSCREAM group's nicotine division, explained why the firm has avoided domestic sales: "We have not marketed our flagship AirsPops products in Malaysia due to ongoing legislative uncertainties over the years. Our Malaysia headquarters func- tions solely as a shared-services hub supporting our global operations." Kuzemko was candid about the risks of a blanket ban. "Broad prohibitions," he told To- bacco Asia, "can sometimes overlook the distinc- tion between responsible adult consumers and the specific issues regulators are trying to address… sudden bans can accelerate illicit trade, reduce product oversight, and shift consumers toward unregulated channels." He argued that propor- tionate regulation would be more effective if "a well-regulated, strictly enforced framework can address misuse while preserving oversight, trace- ability, and compliance." AIRSCREAM's position reflects a broader industry concern that prohibition may backfire. Kuzemko emphasized that enforcement and ac- countability mechanisms, such as age verification, retail licensing, and product standards, could be more effective long-term tools than outright bans. He also stressed that regulatory change should be viewed as part of an ongoing recalibration process rather than an attempt to "destroy" an industry. The broader industry impact For companies that do operate domestically, the ban could be devastating. Brands such as JUES, RELX Malaysia, BAE Vapor, Kardinal and dozens of others, which have built strong consumer bases locally, face the prospect of shuttered retail outlets and disrupted supply chains. Analysts have warned that demand for vape devices and e-juice will not simply vanish overnight. Instead, it is likely that products migrate to underground channels. This shift could well undermine public health objectives by exposing consumers to unregulated products with questionable safety standards. The economic consequences also could be significant. Malaysia's vape industry has grown rapidly in re- cent years, contributing to employment and tax revenues. A sudden ban risks wiping out these gains, leaving thousands of workers without jobs and investors with stranded assets. Critics of the ban argue that it is inconsis- tent to outlaw vaping while cigarettes remain le- gal. Industry sources point out that vaping has become a multi-billion-dollar global sector, and Malaysia's prohibition risks cutting off a growing revenue stream. Yet the government insists that public health must take precedence. Officials have cited examples from India, Thailand, and Austra- lia, where similar bans or restrictions were imple- mented, often justified by concerns over youth ac- cess and environmental impact. Airscream's flagship AirsPops family comprises various models. Credit Airscream UK Ltd. "Sudden bans can accelerate illicit trade, reduce product oversight, and shift consumers toward unregulated channels." — Mykola Kuzemko, Airscream

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