The 2025 VAPE CLUB SHOW, Russia’s largest professional vape exhibition, concluded successfully at Moscow’s Crocus Expo International Exhibition Center from August 30 to 31. Fumot, a leading Chinese e-cigarette enterprise, made a strong presence at the show with its sub-brand Movkin, showcasing two flagship products – the Movkin Ultra 60K and Curved 50K – at Booth 318. Leveraging technological innovation and compliance-focused strategies, the brand attracted over 2,500 professional visitors and became a highlight among exhibitors.
Focus on Compliance and Innovation: Two Flagship Products Steal the Show
The exhibition coincided with the full implementation of Russia’s mandatory e-cigarette labeling system (effective July 14) and new criminal penalty regulations (effective August 3) – marking the first major industry event since these policies took effect. Covering 13,000 square meters, the show gathered over 120 exhibitors worldwide, with Chinese brands forming a prominent presence.
Fumot’s Movkin Ultra 60K stood out with its dual-flavor switching capability – supporting one-click switching between flavor combinations favored by Russian consumers, such as menthol and berry. Complemented by a long-lasting 60,000-puff battery life, the product not only meets local users’ demand for diverse tastes but also directly aligns with the latest regulatory requirements, making it the most inquired item among distributors.
The other flagship model, the Movkin Curved 50K, gained popularity through its innovative combination of convenient pod replacement design + curved screen interaction. Its magnetic pod attachment system enables 3-second quick pod changes, while the 1.2-inch curved screen displays real-time information such as battery level and flavor mode. The ergonomic curved body fits comfortably in the hand, and the Russian-optimized interface lowers user entry barriers, earning wide acclaim from end-users.
The show adopted a two-day B2B-B2C model, attracting a large number of local Russian distributors for collaboration talks on the first day. Debbie, Fumot’s exhibition representative, stated in an interview: “The Russian market is going through transitional challenges, shifting from unregulated growth to compliance-driven development. What we bring is not just technologically mature products, but a localized solution tailored to local needs – the Ultra 60K’s dual-flavor design caters to consumers’ pursuit of taste variety, while the Curved 50K’s pod replacement and curved screen address usability pain points. During the show, 87% of interested clients clearly stated that such ‘compliance + practicality’ innovative features are their top criteria for selecting partners.”
Deepening Local Connections: Building a Full-Chain Cooperation Ecosystem
Industry data shows that Russia’s e-cigarette market is expected to exceed USD 1.8 billion in 2025, with a CAGR of over 24%. However, regulatory policies have become the most critical market variable. Through the ECCC Overseas Joint Exhibition Platform, Fumot not only initiated preliminary cooperation discussions with Russia’s largest chain retailers but also gained in-depth insights into local supply chain localization needs – the rapid expansion of e-cigarette component production capacity in the Far East Special Economic Zone creates new possibilities for future technological cooperation.
On the B2C open day, the Movkin booth remained crowded with visitors. On-site experience data revealed that 73% of testers praised the smooth dual-flavor switching of the Ultra 60K, as well as the Curved 50K’s easy pod replacement and clear curved screen. Alexander, a local Moscow consumer, commented: “Chinese brands are increasingly in tune with our needs. The Ultra 60K lets me try two flavors without switching devices, and the Curved 50K’s curved screen is easy on the eyes with fast pod changes – plus the compliant labeling gives me more confidence in my purchase.”
Long-Term Layout: Seizing Opportunities Amid Market Transformation
As Russia’s e-cigarette market accelerates its reshuffle – replacing illegal profits with compliance costs – Fumot has clearly demonstrated its commitment to long-term development through this exhibition. Compared to 2024, the order conversion cycle at this year’s show has shortened significantly, with most cooperation intentions entering the sample testing phase.
Fumot’s participation in the Moscow show not only enhanced its brand visibility in core Russian-speaking markets but also built a three-dimensional market awareness system through interactions with policymakers, distributors, and end-users. As global e-cigarette regulation tightens, Chinese enterprises that deeply engage in localized compliance and refine product functions are gradually establishing a competitive edge in the international market.
For more information on Fumot and its product range, visit www.szfomotvape.com or contact 
marketing1@szfumot.com.
