Goodbye Friendly “Mild Seven” Cigarettes; Hello “Mevius”!

Mild Seven cigarettes are no more to be found in the smoker’s paradise. Japan Tobacco Inc. changed the name of its flagship cigarette brand from “Mild Seven” to “Mevius” in a bid to expand its global market share and stopped selling Mild Seven cigarettes this week. In their heyday, they were the 5th best-selling cigarette in the world. As of today, there may still be a few Mom and Pop  stores carrying this iconic brand but better smoke’em  while you got them—soon they will vanish in a cloud of mild smoke.

Mild cigarettes are for wimps. Mild Seven, Sayonara! Hello, Mevius!

Mild cigarettes are for wimps. Mild Seven, Sayonara! Hello, Mevius!

Mild Seven launched circa 1977, was Japan’s  leading national brand of cigarettes with a 30 percent share of the domestic market. However, in recent years, the use of the word “mild” in the product’s name aroused controversy because it seemed to imply that the cigarettes were somehow less harmful than other brands. (I can remember when they were sold in cans,  and sometimes placed on the bar of a bar in a seedy part of Minato-ku. Kind of like free pretzels. I’d smoke them, because they were free–and always regret it.  Mild as menopause.)

Japan takes a very mild attitude towards smoking. Most life insurance companies neither penalize or reward smokers versus non-smokers. In other words, smoking in Japan doesn’t effect your life insurance payments either way in most cases. (If you don’t believe me, ask my life insurance representative.)

For those who are worried that their favorite cigarette is gone, fear not. The taste and composition  of the cigarette will remain unchanged and over the next 10 months, JT will gradually introduce the Mevius brand in international markets while solidifying brand recognition in Japan . According to JT, the company selected the Mevius name to maintain continuity with its predecessor: both include the letters “M” and “S.” JT did not consider changing the name to Masochistic Seven or do an about face and call it Harsh Seven. No one is sure what the Seven in Mild Seven really refers to, unless smoking is consider the mildest of the seven deadly sins. (We forget what the seven deadly sins are but certainly smoking must be amongst them. Any Catholics in the house?)

Mild Seven has been the best-selling cigarette brand in Japan since 1978. Japanese sales top 1 trillion yen and are sold in Russia, South Korean, Taiwan and over ten more countries. Last year, there were 76,500,000,000 Mild Seven cigarettes sold.  That’s a lot of coffin nails.  Will Mevius do as much damage to the lungs of the world as Mild Seven? Japan Tobacco is waiting for that answer with bated breath…or waiting slightly short of breath, from smoking too many Mevius Menthol Lights. 

One question still remains: what the hell does Mevius mean or stand for? One explanation is that M is for Mild, EV is for evolution, I is for “I”,  U is for “You” the consumer, and S is for Seven.  But that isn’t funny enough. The person who gives the most plausible and amusing answer wins an original pack of rare Mild Seven cigarettes. The loser gets a pack of Mevius. We’re anxious to hear your thoughts.

Comments
16 Responses to “Goodbye Friendly “Mild Seven” Cigarettes; Hello “Mevius”!”
  1. joshyd says:

    MEVIUS — a Mistake in EVery-ONE (I, as in the Roman numeral) U Smoke

    Anyway, it won’t matter what it means if they can get Tommy Lee Jones to market it.

  2. Dan Ryan says:

    Making
    Every
    Valid
    Insurance
    User
    Smoke

    What the hell, it’s late here and that’s the best I could do.

  3. yaminomusuko says:

    the seven in mild seven came from the seven star brand of cigarettes. seven star of course meaning the big dipper. mevius is a misspelling of the planet Moebius メビウス i assume.

  4. yaminomusuko says:

    sorry its an asteroid not planet

  5. spasm93 says:

    Mr. Adelstein ,

    One thing that confused me about Tokyo – can you smoke wherever you want or is it limited to certain places? I was never really sure and of no one I was with (Americans like myself) knew either.

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  7. Kangnam8Monster says:

    Maybe Möbius in (August Ferdinand) Möbius Strip. Isn’t smoking non-orientable?

  8. jun osumi says:

    Mevius : M & S = Mild Seven. EV = “ev”olution. I & U = I myself and you.

  9. Dylan says:

    MEVIUS = Mild Seven ever indulged us.
    Its the best I can translate and I love its meaning
    add my facebook for the long-loved Mild Seven, I love Mild Seven!!!!!!!!!. https://www.facebook.com/UMBALAA

  10. Dylan says:

    MEVIUS = Mild Seven Ever Indulged US.
    its the best I can think of and I love its meaning

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  12. joshyd says:

    Oh, I won the Sevens. In that case, save them. They’ll be a collector’s item some day!

  13. む ら お か し ん says:

    I’ll take ‘em. I’LL TAKE THEM!! Gimme those f-ing things, I love them.

    Christ almighty I used to smoke the hell out of those マイルドセブン–back in Japan. Now I’m just another off-white American–never smoking indoors, drinking Asahi Super Dry on sushi night, and trying to remember why I would ever have spent that kind of money on Suntory Whisky.

    Give me back that part of my life–even though I was a tool and smoked Dunhills half the time. Grass is always greener, and all that…

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