“The goal is a future without cigarettes. “A world in which the cigarette is an object of the past, found in a museum and not in a store.” It seems like science fiction that this speech was given by a board of directors Philip Morris, the world’s largest tobacco manufacturer. Shea Lih Goh It might seem like a divergent in the world of smoke, but quite the opposite. As incredible as it may seem, it is the voice of the company itself willing to cannibalize its own product in favor of the IQOS electronic device, which heats tobacco instead of burning it. She has achieved what very recently seemed like a dream for the American corporation that markets such well-known brands as Marlboro or Chesterfield. In 10 years, Japan has achieved a revolution based on investment in technology and science… (and a lot of marketing, of course) through what they call “less harmful” alternatives. The vision of this leader of Malaysian origin who one day almost by chance launched herself into the world of tobacco production is clear: “Our path began with a small team and with a big dream that, based on passion and dedication, to achieve a future smokeless”.
In a world where boundaries are often drawn by tradition, Shea Lih Goh emerged as a beacon of transformation and boldness. His journey is a tale of resilience and evolution, where every step taken resonates with the echo of his rich multicultural heritage and his unwavering passion for innovation. From the vibrant markets of Malaysia to the meticulous culture of Japan, Goh has navigated a challenging business landscape, fighting stereotypes and blazing trails for the next generation of leaders. In this conversation, we explore not only her career path, but also the imprints of Japanese culture on her leadership and the profound impact of her commitment to gender equality in an ever-changing industry. For her, the smoke-free future is not just a goal, but a personal and collective mission.
We are left with this great – but small – leader in Tokyo. Play at home to host the brand’s great celebration of ten years of overwhelming success. She is the host of a great party (Global TogetherX Tokyo) in which IQOS celebrated its achieved goals with a party directly proportional to the success achieved. I mean, very big because they have a lot to celebrate: “In Japan, the heated tobacco category represents 40% of the total tobacco market. In key cities such as Tokyo, the market share of the heated tobacco category has reached 50%. In the country, more than 8.5 million adult smokers have already chosen IQOS: that is, 1 in 3 smokers.”
© IQOSBefore our meeting, a basic instruction in the culture of the rising sun: do not touch. The Japanese don’t touch each other, so no shaking hands, no two kisses… but with their smile and affability and a brief bow they make anyone feel at home.
Born in Malaysia to a family of Chinese descent, Goh grew up in an environment where hard work and education were core values. He moved to Australia to continue his studies, where he earned his degree in business administration. Her passion for understanding different cultures and markets led her to embark on an international career in the tobacco industry.
First of all, we are interested in the paradox that has us so intrigued. How is it possible that the largest cigarette producer seeks a world without smoke? Are they looking for ruin, an immolation, a shot in the foot…? Wouldn’t it be too incredible if a multi-million dollar profit company decided to disappear for the common good? Actually, it’s not that. As they explain to us, they have found a “better” alternative, and Philip Morris itself leads that alternative market. His vision is a “win-win”.
© IQOS“Everyone knows that smoking tobacco causes diseases and that the best way for adult smokers to reduce their risk of developing these types of diseases is to completely quit tobacco and nicotine. However, the reality is that many people don’t stop. Around 1 billion people still smoke. Science, innovation and technology can play a relevant role in finding solutions to this problem. In this context, thinking that cigarettes are going to end is not realistic, but thinking that all adult smokers can switch to better smokeless and combustion-free alternatives is.”
The key, they believe, is in communication. Let people understand the differences between heated tobacco and regular cigarettes. And in this didactic vocation he explains it to us in detail: “Heating tobacco is not the same as smoking tobacco. What the electronic device does is heat it instead of burning it. Since there is no combustion, heated tobacco products do not generate smoke, which is the main cause of smoking-related diseases. Both products contain nicotine, which is a natural element in the tobacco leaf. “Nicotine is not harmless and causes addiction, but it is not the main cause of diseases related to smoking.”
This new option has already convinced more than 30 million adult smokers around the world who have decided to opt for smoke-free alternatives and leave cigarettes behind, so indeed Goh had a lot to celebrate in Tokyo.
© IQOS«I never thought something like this would happen. And it’s incredibly exciting to be part of this historic change. I mean, being able to do something to change the lives of so many people around the world through such an innovative product.”
In addition to achieving great business success, his vision goes further. Goh has been an advocate for women’s empowerment in the workplace and has worked tirelessly to foster an inclusive environment that allows women to thrive in leadership roles.
“It has been incredible because as a leader, I can also make changes. Promote diversity and inclusion policies. For example, In Japan we have equal pay certification. Especially in Japan, this is unheard of because there is a gap, right. That, together with many support policies and flexibility in working hours to face the challenging demands of life, makes me feel tremendously proud.
The person who is today president of PMI in Japan arrived in this country without knowing the language and being alien to the culture. So it was all a great challenge, as he now reminds us: “I am by nature a very curious person, so new things excite me. Cultures sometimes present challenges, but you win when you are open and understand why. You discover that there is always a reason. So I think that enriches me. This curiosity of continuous learning helps.”
But what is behind this great leader. What it’s like when she walks out the door and is no longer the president of this corporation, but just Shea Lih: “Personally, I’m more of an introvert. I don’t have much to do with the highly visible leader that I represent and my moments of “disasters” are linked to the little things. A walk, a book, and k-dramas (something like Korean soap operas). Maybe I shouldn’t say it, but I love them (and laughs).
© IQOSWhat advice would you give your 20-year-old self?
I would tell him to be braver. I come from Malaysia and in Asian culture we tend to be much more reserved. By culture and by gender too. I wanted to do things, but there was always a reserve inside me. If I went back knowing what I could do and what I believe we are all capable of, He would tell me to be braver and explore the world a lot more. One day, still in school, my volleyball coach told me: “You are what you want to be.” It took me a while to understand what that meant, but today I think it’s the best advice I’ve ever received.