At the crossroads of science, society, and innovation stands Tomoko Iida, a trailblazer with a mission to reshape how the world thinks about smoking. As Director of Scientific Engagement at Philip Morris International (PMI), she’s championing the shift toward smoke-free alternatives across Southern and Southeast Asia, the Middle East, Africa, and beyond.
With a career that has taken her from MIT’s Biotechnology Process Engineering Center to Sony’s Life Science Laboratory and now into global public health, Tomoko Iida brings together engineering precision, scientific curiosity, and a deep belief in prevention over cure. Speaking at the recent Tenovation event, she shared her insights on tobacco harm reduction, cultural perspectives, and why she believes innovation can drive healthier futures.
Tomoko Iida on how science meets society
Tomoko Iida’s journey began in biomedical engineering, treating diseases one patient at a time. But she soon realized that prevention could have a far greater impact. “When I learned about tobacco harm reduction, I realized that preventing disease before it occurs allows us to save many more lives,” she says. “That’s why I shifted from clinical work to public health, to make a population-level impact.”
It’s a philosophy that guides her work today. At PMI, she’s focused on advancing scientific understanding of smoke-free alternatives, products that deliver nicotine without the harmful effects of combustion. “Prevention is always better than treatment,” she adds. “And I believe companies like ours can contribute to healthier societies through innovation in smoke-free alternatives.”
Tomoko Iida and a global perspective
Having lived and worked across three continents, Tomoko Iida has seen firsthand how different regions view smoking and tobacco harm reduction. “Each region approaches tobacco harm reduction differently,” she explains. “In the global North, the focus is often purely on health, while in many countries in the South, tobacco use is also tied to economic, employment, and agricultural considerations.”
That’s why she believes in localized solutions. “The solution requires a holistic approach, tailored to the unique challenges and priorities of each market,” she says. It’s not a one-size-fits-all mission, it’s about understanding culture, economics, and human behavior just as deeply as science.
Clearing the smoke around nicotine
Perhaps the biggest misconception Tomoko wants to tackle is about nicotine itself. “Many people assume it’s the primary cause of smoking-related diseases,” she says. “But in reality, it’s the harmful chemicals from combustion that cause the damage.”
Her team’s research shows that nicotine, without the toxins produced by burning tobacco, is far less harmful. “Nicotine itself has perceived benefits, like enhancing mood, concentration, and memory,” she adds. “With new smoke-free and nicotine replacement products, we now have data showing nicotine alone is much less harmful. It’s crucial that the world understands this distinction.”
Diversity as a strength
As a woman in science and a leader in a global corporation, Tomoko embraces her unique position. “Being Asian in a European company, and working in a tobacco company as a scientist, presents challenges, but also opportunities,” she reflects. “I can contribute solutions that others cannot.”
She believes in giving the industry a voice in the global health conversation. “PMI often represents a minority voice in public health debates,” she says. “That’s why the industry deserves a seat at the table. We bring innovative perspectives and solutions to complex health challenges.”
Looking ahead
Tomoko points to her home country for proof that transformation is possible. “In Japan, nearly 50% of smokers have transitioned to smoke-free products, and 80% of PMI’s net revenue now comes from these alternatives,” she shares with optimism. “Imagine what that could mean globally.”
From her perspective, a smoke-free future isn’t just an ambition, it’s already taking shape. And with leaders like Tomoko Iida steering the conversation, that future feels closer than ever.
For more information, visit pmi.com.
