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Author: Feemo
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As sunlight poured down from the foothills of the Pyrenees to Madrid, a meaningful dialogue bridging Eastern and Western visions for the vaping industry was unfolding.
On May 29 (local time), Swim, founder of Yishitu Electronic Technology Co., Ltd., arrived in Spain as part of the Chinese E-Cigarette Association’s overseas delegation. During the visit, Swim conducted a two-day in-depth exchange with the Spanish E-Cigarette Association (UPEV). The delegation was warmly welcomed by Arturo Ribes, President of UPEV, David Giménez, Co-Founder of UPEV, and Eduardo Catalán, Commercial Director of Drops E-Liquids.
In a setting filled with sincerity and forward-looking vision, both sides engaged in open and insightful discussions on key topics such as the current landscape of the Spanish and broader European e-cigarette markets, emerging development trends, regulatory environments, and evolving consumer demands.
This was more than an exchange of information—it was a collision of ideas and the building of shared understanding. The visit laid a solid foundation for deeper collaboration between the Chinese and Spanish vaping industries in the future.
A Commemorative Photo of the ECCC Delegation with the UPEV Team
Shaping the Industry’s Future, Exploring New Horizons of Collaboration
Arturo Ribes, President of UPEV, provided a detailed overview of the unique structure of the Spanish vaping market. As one of the key markets in the European Union, Spain has seen a steady rise in its vaping user base in recent years. Disposable devices, with their high cost-effectiveness, have become the mainstream choice among consumers. At the same time, Spain has adopted a relatively inclusive regulatory approach toward e-cigarettes, imposing only an excise tax on e-liquids. This has created a stable environment for industry growth.
During the exchange, Ao Weinuo, Secretary General of the China E-Cigarette Chamber of Commerce (ECCC), noted that China, as the global hub for e-cigarette manufacturing, shares strong complementarities with the Spanish market in areas such as supply chain integration and R&D. He expressed the hope that, through UPEV’s industry resources, a localized cooperation bridge can be built to help more Chinese vaping enterprises engage in deeper collaboration with the Spanish industry.
Swim and UPEV President Arturo Ribes
FEEMO Moves West: Beyond Products, It's About Value
Mr. Swim’s visit carried a clear mission: to deepen FEEMO’s presence in the Spanish market and introduce its outstanding products to a broader local audience.
He highlighted FEEMO’s core brand positioning and key offerings — including products fully compliant with European TPD standards, as well as FEEMO Gemini 28000 dual-flavor device, specially tailored for the Spanish market. Gemini 28000 was developed with deep insight into Spanish consumer preferences and market demands, showcasing FEEMO’s strong product innovation and remarkable adaptability to local needs.
“The Spanish market has a strong appetite and sharp appreciation for high-quality, innovative, and compliant vaping products,” Mr. Swim shared. “We see great potential here. FEEMO’s entry into Spain is not just about exporting devices — it's about delivering a user experience that is reliable, enjoyable, and responsible.
Poco has already gained a certain level of recognition in Spain, which provides a valuable foundation for FEEMO’s full-scale expansion. Our goal is to integrate our strengths, work closely with local partners, and turn FEEMO and Poco into truly localized, trusted, and beloved brands in the everyday lives of Spanish consumers.”
Bridging the Gap: From Manufacturing Export to Global Brand Building
When discussing the globalization of China’s e-cigarette industry, Mr. Swim shared his insightful perspective:
“In the past, Made in China stood for powerful manufacturing capacity and supply chain efficiency. Today, companies like Yishitu are at the forefront of a strategic leap—from manufacturing exports to brand exports. This is not just about sending trademarks overseas; it's about delivering brand value, innovation, cultural understanding, and social responsibility to the global stage.”
He elaborated further:
“Manufacturing export focuses on cost-effective products. But brand export requires a deep understanding of local culture, regulations, and consumer sentiment. It means building a full brand ecosystem — from product development, compliance, and distribution, to user experience and after-sales service — where every touchpoint reflects our unique value and respect for the end user.
FEEMO’s entry into the Spanish market is a hands-on example of this transformation. While we continue to draw strength from China’s advanced manufacturing capabilities, our greater mission is to become a trusted, thoughtful, and responsible international brand — one that resonates with Spanish consumers and earns long-term recognition.”
Swim Meets with the UPEV Leadership Team
Passion and Responsibility: The Cornerstones of Sustainable Growth
Mr. Swim emphasized that true business success must be grounded in a strong sense of social responsibility:
“The development of the e-cigarette industry comes with significant social responsibilities. At FEEMO, we uphold the principle of ‘compliance first, quality as the foundation.’ We strictly adhere to all regulations in China and our target markets, and are committed to providing adult consumers with high-quality, safe, and compliant harm-reduction alternatives.
We fully recognize that responsible product innovation, strict protection of minors, and working alongside industry associations to promote healthy and standardized development are the cornerstones for long-term brand respect and sustainable growth.
Our in-depth dialogue with UPEV is precisely aimed at exploring how to better fulfill these responsibilities while meeting the evolving needs of the market.”
A New Ascent from the Summit
This in-depth exchange with UPEV marks a significant milestone in Yishitu Electronic Technology’s globalization journey, and sounds the clarion call for FEEMO’s expansion into the Spanish and broader European markets.
Under the watchful gaze of the Pyrenees, the insights of the Eastern and Western vaping industries converged—together envisioning a blueprint for win-win cooperation.
With firm steps, Yishitu and FEEMO are moving from intelligent manufacturing in China toward becoming a globally recognized name. Committed to delivering better experiences for consumers worldwide, we strive to advance the industry through healthy, regulated, and sustainable development—together with our global partners.
China E-Cigarette Association Delegation with the Ecigintelligence Team