Press Release
On June 18-20, FEELM, the flagship technology brand belonging to SMOORE, joined hands with partners VAPO, SNS, MEVOL, and RAMA to showcase at the World Vape Show in Dubai.
Against the backdrop of shifting global regulations and evolving regional markets, FEELM presented a series of innovative “Product + Technology” solutions that combine regional characteristics with global market appeal.
Under the theme “Matrix Revolution,” FEELM introduced an all-category solution portfolio powered by cutting-edge innovations, covering diverse product types such as flavour-adjustable, modular, large-puff transparent tank, E-hookah disposable, and 2+10.
Tailored flavours and product designs were also developed specifically for the Middle Eastern market.
Customer-Centric Innovation: Seven Product Solutions Reshaping the Industry
Since its inception, FEELM has upheld a customer-centric philosophy, deeply cultivating atomisation technology and achieving comprehensive breakthroughs—from fundamental materials to structure, electronics, and e-liquid.
FEELM has established a complete suite of industry-leading solutions encompassing product positioning, design, manufacturing, and quality assurance.
At the exhibition of this year, FEELM full-category matrix covers nearly all mainstream solutions in the market, with customised product designs for regional preferences.
For example, the HOOKAH LUXE, World’s 1st true hookah experience solution designed to replicate traditional hookah experiences, features Middle Eastern-inspired aesthetics such as Arabic calligraphy and crescent moon motifs.
The DESERT OASIS, World’s 1st AI-Optimised Power-Extended Disposable solution, showcases a unique “desert + oasis” dual-tone design.
The SEESAW, World’s 1st “seesaw” adjustable-flavour solution, adopts a bold black-and-gold colour scheme.
“Competition in the vape industry is intensifying, shifting from pure technology races to more comprehensive innovation across flavour, taste, appearance and playability, gradually stepping into a new stage of integration and innovation of regional characteristics.”
said Rex Zhang, Assistant President of FEELM and Head of Product Marketing.
To help our regional clients to better capture the market, all solutions showcased in Dubai offer customisable flavour and appearance, with modular technical components tailored to local preferences.
Following the pioneering launch of transparent tank in 2023, FEELM unveiled three new high-puff transparent tank solutions this year, each with distinct styles:
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- SPACE S: World’s best-tasting 2+10 transparent tank solution, featuring a rocket-inspired design;
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- CLEAR CUBE: World’s 4000-puffs refillable transparent tank disposable solution;
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- BLAST: World’s smallest transparent tank with single-pod adjustable flavour solution
SMOORE continues to advance user experience through integrated improvements in flavour, taste, ease of use, visual appeal, and portability.
At this exhibition, FEELM launched OFF-ADJUST, World’s longest-lasting power bank pod system solution, integrating modular compatibility and button-based flavour adjustment.
This versatile Power Bank compatible solution supports multiple pod types, including single tank, split tank, and visible tank formats.
The SEESAW introduces a world-first concept where the flavour adjustment button also serves as a display.
Meanwhile, DESERT OASIS, inspired by Middle Eastern desert landscapes, integrates AI-powered control and 3D screen technology, realising comprehensive innovation in taste, design and interaction.
Breaking Technological Barriers: Powering the next Wave of Industry Growth
As one of the most influential industry expos globally, World Vape Show in Dubai hosts in-depth discussions on current and future trends with top industry experts.
At this year’s forum themed “Innovations in consumer safety and harm reduction”, Rex Zhang shared FEELM latest breakthroughs in materials, structural, electronics, and e-liquid, while also highlighting the brand’s continued upgrades in product safety and quality assurance.
When it comes to atomiser coil, the industry currently follows two main paths: ceramic and cotton, both of which have achieved notable advancements.
However, from a harm reduction perspective, cotton—as a soft, organic material—has limitations in precisely controlling pore size.
This can lead to material degradation during long-term transportation or storage, introducing potential safety risks.
Additionally, the structural instability of cotton makes it difficult to maintain accurate temperature control during atomisation.
In contrast, ceramic—being synthetic, dense, and highly porous—enables precise temperature regulation during vapourisation. As a result, ceramic coils emit 78% fewer impurities compared to cotton coils, offering a significantly cleaner and safer vaping experience.
In addition, FEELM has pioneered the introduction of AI intelligent control technology in the vaping industry, exploring more scientific solutions to enhance both user experience and harm reduction.
Take the SEESAW device as an example: it utilizes AI smart control to analyze users’ puffing behaviour, adjusting power output based on puff duration and intensity to deliver an Optimised vapour experience.
When the user takes lighter or shorter puffs, the device interprets this as a lower nicotine tolerance or a need for denser vapour, and automatically increases the power to produce fuller, more satisfying vapour.
Conversely, when the user takes stronger or longer puffs, the system quickly reduces power output, ensuring consistent flavour while preventing excessive nicotine intake. At the same time, it helps maximise the efficiency of both e-liquid and battery consumption.
Tests show that products equipped with this AI technology can deliver 10% more puffs compared to standard devices, further enhancing overall value and performance.
“As product developers and manufacturers, the most critical task is to keep having a deep thinking about the core needs of consumers. While precisely aligning with user demands, we must also strive to make products better in experience, safer to use, and more compliant. This is the ultimate social responsibility of a manufacturing enterprise.”
said Rex Zhang.
He called on all players in the industry to return to first principles thinking—to break through current challenges by shifting the focus back to users: understanding what problems the product is truly solving for them, and what tangible benefits it delivers.
Throughout the long journey of the tobacco industry’s evolution, the pursuit of safer and less harmful products has always been a core demand—this very need gave rise to the development of e-cigarettes.
Today, the vision of a “smoke-free future” requires the joint efforts of the industry, regulatory bodies, and academia.
A balanced public discourse, supported by appropriate tax policies, can further encourage more stakeholders to stay committed to the industry.
Through continuous technological breakthroughs, the industry can uncover new growth opportunities and drive the next wave of developments.
