IQOS and Zamna Festival Launch Smoke-Free Music Partnership

Tulum, Mexico — IQOS, the world’s leading tobacco heating system, through its IQOS Curious X platform, has inaugurated a new standard for global music events through a partnership with the Zamna Festival.

The Zamna Festival takes place in Tulum, and its 2026 edition marked the official launch of a collaboration with IQOS through its IQOS Curious X platform. This global partnership offers immersive smoke-free experiences where music sets the pace. For Philip Morris International, it is important to make cigarettes a thing of the past. In this regard, the IQOS consumer community has more than 34 million users worldwide (more than 140,000 in Mexico).

“Festivals like Zamna are spaces where dialogue occurs and positive change can take root. For us at IQOS Curious X, this alliance allows us to connect with a much broader audience of adult smokers and nicotine users. We are helping to accelerate the transition toward a smoke-free future,” said Leonardo de Alencar, director of Smoke-Free Products at Philip Morris Mexico.

Javier Bergaz, global director of Business Development at ZAMNA, added that “when you refuse to follow the script, you can turn a festival into a global catalyst for creativity, connection, and real change.”

“We want to invite and inspire adult smokers in Mexico and throughout Latin America to make a meaningful change in their lives, such as choosing to leave cigarettes behind,” concluded Leonardo de Alencar, while in Tulum, artists like Rufus Du Sol, David Guetta, Keinemusik, and Black Coffee, among others, delivered beats to thousands of attendees.