“This is Not Smoking”: A Phenomenological Study on the Experiences of Flavored Tobacco Use Among Women in Their 20s

Background: The use of flavored tobacco is increasing among women in their 20s in South Korea, fueled by innovative products such as liquid-based e-cigarettes and capsule cigarettes.This trend poses significant challenges to public health and smoking cessation efforts.Methods: This phenomenological study examined flavored tobacco use among eight women in their 20s through in-depth interviews conducted from May to June 2022.Participants were recruited using snowball sampling, and data were analyzed with Nvivo software to identify shared themes. Results:The study identified four key findings.First, the popularity of flavored tobacco was driven by products like Bubblemon and Caliburn, which emphasized sweet and menthol flavors to compensate for nicotine deficiencies, shaping user preferences.Second, a taste-focused preference emerged, prioritizing sweetness, menthol, and fruity flavors for a personalized sensory experience.Third, smoking culture evolved, with participants describing the use of flavored liquids as the "inhalation of liquids" and deriving visual satisfaction from vapor aesthetics, referred to as the "exhalation of smoke."Lastly, barriers to smoking cessation included extensive marketing, misinformation about health risks, and firsthand experience as tobacco vendors.Conclusion: Young adult women are shifting from nicotine-centric smoking to a culture focused on "taste" and "visual satisfaction."Smoking cessation policies must adapt by addressing these new perceptions through education and support programs while reinforcing regulations on flavored tobacco marketing and sales.This shift highlights the need to understand the evolving motivations behind flavored tobacco use.