Japonya, ulusal ticarete \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnlerinin (HTP\u2019ler) girmesine izin verirken s\u0131v\u0131 nikotini k\u0131s\u0131tl\u0131 tutarak, b\u00fcy\u00fck bir pazarda kayda ge\u00e7en en h\u0131zl\u0131 sigara sat\u0131\u015f d\u00fc\u015f\u00fc\u015flerinden birine imza att\u0131. Bu d\u00fczenleyici ayr\u0131m, yeti\u015fkin sigara i\u00e7icileri yanmaz (combustible olmayan) alternatiflere y\u00f6nlendirdi; sadece on bir y\u0131l\u0131 a\u015fk\u0131n bir s\u00fcrede sigara sat\u0131\u015flar\u0131n\u0131 yar\u0131dan fazla azaltt\u0131.<\/p>\n\n
Japonya Sa\u011fl\u0131k, \u00c7al\u0131\u015fma ve Refah Bakanl\u0131\u011f\u0131, 2011 ile 2023 y\u0131llar\u0131 aras\u0131nda yurt i\u00e7i sigara sat\u0131\u015flar\u0131nda %52,7\u2019lik bir d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131\u011f\u0131n\u0131 belgelemi\u015ftir. Tarihsel olarak y\u00fcksek oranda erkek sigara i\u00e7icili\u011fiyle \u00f6ne \u00e7\u0131kan bir piyasada meydana gelen bu de\u011fi\u015fim, 2014\u2019\u00fcn sonlar\u0131nda \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnlerinin (HTP\u2019ler) piyasaya sunulmas\u0131yla h\u0131z kazanm\u0131\u015ft\u0131r. HTP\u2019leri t\u0131bbi cihaz yerine t\u00fct\u00fcn olarak d\u00fczenleyerek Japonya, yeti\u015fkin sigara i\u00e7icilerin yanmadan (combustion) uzakla\u015fmas\u0131na y\u00f6nelik yasal bir yol olu\u015fturmu\u015ftur.<\/p>\n\n
Bir\u00e7ok \u00fclke yan\u0131c\u0131 olmayan alternatifleri k\u0131s\u0131tlam\u0131\u015f veya yasaklam\u0131\u015f olsa da Japonya\u2019n\u0131n politika \u00e7er\u00e7evesi, \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00e7ubuklar\u0131n\u0131n geleneksel sigaralarla do\u011frudan rekabet etmesine imk\u00e2n tan\u0131d\u0131. Bu yakla\u015f\u0131m, sigara b\u0131rakma zaman \u00e7izelgesini s\u0131k\u0131\u015ft\u0131rarak, \u00fcr\u00fcn ikamesinin piyasadan y\u00f6nlendirilen bi\u00e7imde yan\u0131c\u0131 t\u00fct\u00fcn\u00fcn yerini nas\u0131l alabildi\u011fine dair ger\u00e7ek d\u00fcnyadan bir \u00f6rnek sundu.<\/p>\n\n
Sava\u015f sonras\u0131 Japonya, y\u00fcksek gelirli \u00fclkeler aras\u0131nda en a\u011f\u0131r sigara y\u00fcklerinden birini ta\u015f\u0131yordu. Japon erkeklerinde g\u00fcnl\u00fck sigara i\u00e7imi, sosyal kabul ve ucuz yerli sigaralar\u0131n yayg\u0131n bulunmas\u0131 sayesinde 1966\u2019da %83,7 ile zirveye ula\u015ft\u0131. Buna kar\u015f\u0131l\u0131k kad\u0131nlarda sigara i\u00e7me yayg\u0131nl\u0131\u011f\u0131 d\u00fc\u015f\u00fck kald\u0131; kad\u0131nlar\u0131n kamuda sigara i\u00e7mesine ili\u015fkin g\u00fc\u00e7l\u00fc toplumsal gelenekler nedeniyle yakla\u015f\u0131k %16 civar\u0131nda seyretti. Bu durum, tarihsel anketlerde Japan Tobacco Inc. (2018)<\/a> taraf\u0131ndan da not edilmi\u015ftir.<\/p>\n\n \u00d6n\u00fcm\u00fczdeki birka\u00e7 on y\u0131lda sigara oranlar\u0131 kademeli olarak d\u00fc\u015ft\u00fc. Ulusal Sa\u011fl\u0131k ve Beslenme Ara\u015ft\u0131rmas\u0131 (2019)<\/a> verilerine g\u00f6re, yeti\u015fkinler aras\u0131nda al\u0131\u015fkanl\u0131k halindeki sigara i\u00e7imi 2003\u2019te erkeklerde %46,8 ve kad\u0131nlarda %11,3 iken; 2019\u2019da erkeklerde %27,1\u2019e ve kad\u0131nlarda %7,6\u2019ya geriledi. Bu, toplam yeti\u015fkin sigara i\u00e7me oran\u0131n\u0131n %16,7 oldu\u011fu anlam\u0131na geliyordu.<\/p>\n\n Bu d\u00fc\u015f\u00fc\u015fler istikrarl\u0131 olsa da, azalt\u0131m h\u0131z\u0131 di\u011fer geli\u015fmi\u015f ekonomilere k\u0131yasla daha yava\u015ft\u0131. kamu e\u011fitim kampanyalar\u0131 ve s\u0131n\u0131rl\u0131 vergi art\u0131\u015flar\u0131 gibi geleneksel t\u00fct\u00fcn kontrol \u00f6nlemleri, Japonya\u2019n\u0131n k\u00f6kle\u015fmi\u015f sigara k\u00fclt\u00fcr\u00fc \u00fczerinde ancak s\u0131n\u0131rl\u0131, kademeli bir etki yaratabildi. D\u00f6n\u00fcm noktas\u0131, \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn teknolojisinin t\u00fcketici pazar\u0131na girmesiyle ya\u015fand\u0131.<\/p>\n\n Kas\u0131m 2014\u2019te Philip Morris International, Nagoya\u2019da bir deneme pazar\u0131 olarak IQOS \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn sistemini piyasaya s\u00fcrd\u00fc. \u00dcr\u00fcn, \u00f6zel olarak tasarlanm\u0131\u015f t\u00fct\u00fcn \u00e7ubuklar\u0131n\u0131 yanma e\u015fi\u011finin alt\u0131nda s\u0131cakl\u0131klara \u0131s\u0131tarak; duman, k\u00fcl veya ate\u015f \u00fcretmeden nikotin i\u00e7eren bir aerosol sald\u0131. Piyasa tepkisi an\u0131nda geldi. Deneme; Eyl\u00fcl 2015\u2019e kadar 12 vilayete geni\u015fletildi; ard\u0131ndan Nisan 2016\u2019da ulusal \u00e7apta devreye al\u0131nmas\u0131 izledi. Bu s\u00fcre\u00e7 Tabuchi ve ark. (2018)<\/a> taraf\u0131ndan belgelenmi\u015ftir.<\/p>\n\n Rekabet\u00e7iler de h\u0131zla takip etti. Japon T\u00fct\u00fcn, Mart 2016\u2019da Ploom TECH\u2019i tan\u0131tt\u0131; ayn\u0131 y\u0131l\u0131n Aral\u0131k ay\u0131nda British American Tobacco da glo\u2019yu piyasaya getirdi. Ulusal devreye al\u0131mdan sonraki iki y\u0131l i\u00e7inde Japonya, hacim olarak k\u00fcresel IQOS sat\u0131\u015flar\u0131n\u0131n yakla\u015f\u0131k %98\u2019ini olu\u015fturdu ve benzeri g\u00f6r\u00fclmemi\u015f bir t\u00fcketici benimseme h\u0131z\u0131n\u0131 ortaya koydu.<\/p>\n\n Bu ikame alan\u0131n\u0131n, s\u0131v\u0131 nikotinli vape\u2019ler yerine neden \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcnle doldu\u011funu belirleyen as\u0131l etken d\u00fczenleyici ortam oldu. \u0130la\u00e7lar ve T\u0131bbi Cihazlar Yasas\u0131 kapsam\u0131nda Japonya, s\u0131v\u0131 nikotini bir ila\u00e7 maddesi olarak s\u0131n\u0131fland\u0131r\u0131yor ve bu da 2010\u2019dan beri nikotin i\u00e7eren e-sigara sat\u0131\u015f\u0131n\u0131 fiilen yasakl\u0131yor. Ancak \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnleri ger\u00e7ek t\u00fct\u00fcn yapra\u011f\u0131 i\u00e7erdi\u011finden T\u00fct\u00fcn \u0130\u015fletmecili\u011fi Yasas\u0131 kapsam\u0131na giriyor. Bu durum, HTP\u2019lerin ila\u00e7 onay s\u00fcre\u00e7lerini atlay\u0131p ola\u011fan perakende kanallar\u0131na girmesini sa\u011flad\u0131.<\/p>\n\n Japonya\u2019daki 11 b\u00f6lgeyi kapsayan b\u00f6lgesel bir analiz Stoklosa ve ark. (2020)<\/a> taraf\u0131ndan yap\u0131ld\u0131. \u00c7al\u0131\u015fma, yan\u0131c\u0131 sigara sat\u0131\u015flar\u0131n\u0131n her ilgili b\u00f6lgede IQOS\u2019un piyasaya sunuldu\u011fu anda keskin bi\u00e7imde d\u00fc\u015fmeye ba\u015flad\u0131\u011f\u0131n\u0131 do\u011frulad\u0131; ani d\u00fc\u015f\u00fc\u015f i\u00e7in olas\u0131 ba\u015fka a\u00e7\u0131klamalar\u0131 d\u0131\u015far\u0131da b\u0131rakt\u0131.<\/p>\n\n Japonya t\u00fct\u00fcn pazar\u0131n\u0131 serbestle\u015ftirmedi; bunun yerine t\u00fcketicilerin yanmadan uzakla\u015fma y\u00f6n\u00fcndeki de\u011fi\u015fimini g\u00fc\u00e7lendirmek i\u00e7in politika karmas\u0131n\u0131 ayarlad\u0131. H\u00fck\u00fcmet, bu ge\u00e7i\u015fi te\u015fvik etmek \u00fczere iki temel \u00f6nlem uygulad\u0131:<\/p>\n\n 2018 ve 2020 y\u0131llar\u0131nda Maliye Bakanl\u0131\u011f\u0131 kademeli \u00f6zel t\u00fcketim vergisi art\u0131\u015flar\u0131n\u0131 devreye ald\u0131. Bu art\u0131\u015flar hem yan\u0131c\u0131 sigaralara hem de \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnlerine uyguland\u0131. Ancak vergi yap\u0131s\u0131, \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00e7ubuklar\u0131n\u0131 premium sigaralardan biraz daha ucuzda tutacak bir fiyat fark\u0131 muhafaza etti. Matsuyama ve Tabuchi (2023)<\/a> taraf\u0131ndan yap\u0131lan boylamsal bir \u00e7al\u0131\u015fma, bu vergi art\u0131\u015flar\u0131n\u0131n sigara yeniden ba\u015flama oranlar\u0131n\u0131n azalmas\u0131yla ve yan\u0131c\u0131 olmayan alternatiflere ge\u00e7i\u015fin artmas\u0131yla ili\u015fkili oldu\u011funu buldu.<\/p>\n\n En do\u011frudan politika te\u015fviki, Sa\u011fl\u0131k Te\u015fvik Yasas\u0131\u2019n\u0131n 2018 de\u011fi\u015fikli\u011fi \u00fczerinden geldi; bu d\u00fczenleme Temmuz 2019 ile Nisan 2020 aras\u0131nda a\u015famal\u0131 olarak y\u00fcr\u00fcrl\u00fc\u011fe girdi. Yasa, zorunlu duman i\u00e7ermeyen kurallar\u0131 okullara, hastanelere, restoranlara ve i\u015fyerlerine de geni\u015fletti. Ancak Togawa ve ark. (2026)<\/a> taraf\u0131ndan analiz edildi\u011fi \u00fczere mevzuat, \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn\u00fc yan\u0131c\u0131 sigaralardan farkl\u0131 ele ald\u0131:<\/p>\n\n Bu d\u00fczenleyici ayr\u0131m, i\u015fletme sahipleri ve t\u00fcketiciler a\u00e7\u0131s\u0131ndan pratik bir avantaj sundu. Konaklama\/ikram alan\u0131 hizmeti veren mek\u00e2nlar\u0131 yaln\u0131zca \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcne ge\u00e7meye te\u015fvik ederek, yan\u0131c\u0131 sigara i\u00e7imini daha da marjinalle\u015ftirdi.<\/p>\n\n Japonya\u2019n\u0131n \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn\u00fc h\u0131zl\u0131 benimsemesi, belirli k\u00fclt\u00fcrel ve sosyoekonomik ko\u015fullarla desteklendi. \u00dclkenin sigara k\u00fclt\u00fcr\u00fc son derece g\u00f6rg\u00fc\/etik kurallar\u0131 odakl\u0131yd\u0131; kamusal temizlik ve ba\u015fkalar\u0131n\u0131 g\u00f6zetme konusunda s\u0131k\u0131 toplumsal normlar bulunuyordu. \u0130kinci el duman \u00fcretmeyen ve k\u0131yafet ile sa\u00e7 \u00fczerinde kal\u0131c\u0131 bir koku b\u0131rakmayan \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnleri, yeti\u015fkin sigara i\u00e7iciler i\u00e7in \u00f6nemli bir toplumsal s\u00fcrt\u00fc\u015fme noktas\u0131n\u0131 \u00e7\u00f6zd\u00fc.<\/p>\n\n Ayr\u0131ca teknolojiye ve elektronik aksesuarlara g\u00fc\u00e7l\u00fc bir t\u00fcketici ilgisi, \u00f6zellikle 20 ila 39 ya\u015f aras\u0131ndaki erkekler aras\u0131nda HTP cihazlar\u0131n\u0131n benimsenmesini kolayla\u015ft\u0131rd\u0131. Bir elektronik cihaz\u0131 ele alma, \u015farj etme ve bak\u0131m\u0131n\u0131 yapma ritmi, g\u00fcnl\u00fck sigara i\u00e7icilerin mevcut fiziksel al\u0131\u015fkanl\u0131klar\u0131na kolayca uyum sa\u011flad\u0131.<\/p>\n\n Japon pazar\u0131n\u0131n kendine \u00f6zg\u00fc yap\u0131sal bir \u00f6zelli\u011fi de rol oynad\u0131. Yasaya g\u00f6re, Maliye Bakanl\u0131\u011f\u0131 bask\u0131n yerli \u00fcretici Japon T\u00fct\u00fcn\u2019de en az \u00fc\u00e7te bir paya sahip olmal\u0131d\u0131r; bu durum Japan Tobacco Entegre Raporu (2023)<\/a> i\u00e7inde ayr\u0131nt\u0131l\u0131 olarak a\u00e7\u0131klanm\u0131\u015ft\u0131r. Bu mali ili\u015fki, geleneksel t\u00fct\u00fcn kontrol mevzuat\u0131n\u0131n zamanla ilerlemesini tarihsel olarak yava\u015flatm\u0131\u015f olsa da; devletin mali \u00e7\u0131karlar\u0131n\u0131 da Japon T\u00fct\u00fcn\u2019\u00fcn \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcne y\u00f6nelme pivotuyla ayn\u0131 hizada tutmu\u015ftur. 2020\u2019lerin ba\u015f\u0131na gelindi\u011finde, Japonya\u2019da toplam yurt i\u00e7i t\u00fct\u00fcn sat\u0131\u015flar\u0131 i\u00e7inde \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn\u00fcn pay\u0131 %36\u2019n\u0131n \u00fczerindeydi; bu, herhangi bir b\u00fcy\u00fck ekonomide kaydedilen en y\u00fcksek oran oldu.<\/p>\n\n Japonya\u2019n\u0131n d\u00fczenleyici tercihlerinin etkisi, kom\u015fu Do\u011fu Asya pazarlar\u0131yla kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda daha da netle\u015fiyor. G\u00fcney Kore ve Tayvan, yan\u0131c\u0131 olmayan alternatifler konusunda farkl\u0131 yollar izledi; bu da farkl\u0131 piyasa sonu\u00e7lar\u0131na yol a\u00e7t\u0131.<\/p>\n\n G\u00fcney Kore\u2019de IQOS Haziran 2017\u2019de piyasaya \u00e7\u0131kt\u0131. Is\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn pazar pay\u0131, Lee (2020)<\/a> taraf\u0131ndan takip edildi\u011fi \u00fczere 2022\u2019de %14,8\u2019e y\u00fckseldi. Bu, h\u0131zl\u0131 bir ge\u00e7i\u015fi g\u00f6sterse de, ikame etkisi Japonya\u2019daki kadar b\u00fcy\u00fck de\u011fildi. Bu fark\u0131n nedeni, G\u00fcney Kore\u2019nin s\u0131v\u0131 nikotin e-sigaralar i\u00e7in a\u00e7\u0131k yasal piyasaya sahip olmas\u0131; b\u00f6ylece az riskli kategori b\u00f6l\u00fcnerek, t\u00fcketicinin dikkatini Japonya\u2019n\u0131n k\u0131s\u0131tl\u0131 piyasas\u0131n\u0131n yapmad\u0131\u011f\u0131 \u015fekillerde payla\u015facak \u015fekilde rekabet alan\u0131 buldu.<\/p>\n\n Tayvan ise aksine yasaklay\u0131c\u0131 (prohibitionist) bir strateji izledi. 2023\u2019te Tayvan, elektronik sigaralar\u0131 tamamen yasaklayan ve \u0131s\u0131t\u0131lm\u0131\u015f t\u00fct\u00fcn \u00fcr\u00fcnleri i\u00e7in titiz sa\u011fl\u0131k risk de\u011ferlendirmeleri zorunlulu\u011fu getiren de\u011fi\u015fiklikleri y\u00fcr\u00fcrl\u00fc\u011fe koydu. Bu d\u00fczenlemeler, onlar\u0131 fiilen yasal pazardan \u00e7\u0131kard\u0131. Wei ve ark. (2025)<\/a>\u2019nin analizine g\u00f6re, bu politika yeti\u015fkin sigara i\u00e7icilere yasal, d\u00fczenlenmi\u015f yan\u0131c\u0131 olmayan alternatif b\u0131rakmayarak; yan\u0131c\u0131 sigaralar\u0131n piyasa tekeline devam etmesini sa\u011flad\u0131.<\/p>\n\n Japonya\u2019n\u0131n deneyimi, sigarayla ili\u015fkili \u00f6l\u00fcmlere \u00e7\u00f6z\u00fcm arayan uluslararas\u0131 d\u00fczenleyiciler i\u00e7in net i\u00e7g\u00f6r\u00fcler sunuyor:<\/p>\n\n Japon modeli, nikotinin tamamen yasaklanmas\u0131n\u0131n gerekmedi\u011fini g\u00f6steriyor. Teknoloji temelli alternatiflerin yan\u0131c\u0131 \u00fcr\u00fcnlerin yerini almas\u0131na izin vererek Japonya, sigara t\u00fcketimindeki d\u00fc\u015f\u00fc\u015f\u00fc neredeyse t\u00fcm di\u011fer y\u00fcksek gelirli \u00fclkelerden daha h\u0131zl\u0131 h\u0131zland\u0131rd\u0131.<\/p>\n\n2014\u2019teki Kataliz\u00f6r: Is\u0131t\u0131lm\u0131\u015f T\u00fct\u00fcn Nagoya\u2019ya Giriyor<\/h2>\n\n
Politika Peki\u015ftirmesi: Sa\u011fl\u0131k Te\u015fvik Yasas\u0131 ve Vergi D\u00fczenlemeleri<\/h2>\n\n
Kademeli \u00d6zel T\u00fcketim Vergisi Art\u0131\u015flar\u0131<\/h3>\n\n
2018 Sa\u011fl\u0131k Te\u015fvik Yasas\u0131 De\u011fi\u015fikli\u011fi<\/h3>\n\n
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Ge\u00e7i\u015fin K\u00fclt\u00fcrel ve Yap\u0131sal Dinamikleri<\/h2>\n\n
B\u00f6lgesel Kar\u015f\u0131la\u015ft\u0131rmalar: G\u00fcney Kore ve Tayvan<\/h2>\n\n
D\u00fczenleyici Boyut<\/th> Yan\u0131c\u0131 Sigara<\/th> Is\u0131t\u0131lm\u0131\u015f T\u00fct\u00fcn \u00dcr\u00fcnleri (HTP\u2019ler)<\/th> S\u0131v\u0131 Nikotin Vape\u2019leri<\/th><\/tr><\/thead> Yasal Stat\u00fc<\/strong><\/td> Yasal (20+ Ya\u015f)<\/td> Yasal (20+ Ya\u015f)<\/td> Fiilen Yasak (\u0130la\u00e7 Mevzuat\u0131)<\/td><\/tr> Vergilendirme D\u00fczeyi<\/strong><\/td> En Y\u00fcksek \u00d6TV<\/td> Orta D\u00fczey \u00d6TV (Biraz Daha D\u00fc\u015f\u00fck)<\/td> N\/A (D\u00fczenlenmemi\u015f\/\u0130zinsiz)<\/td><\/tr> Kapal\u0131 Mek\u00e2nda Yemek Kullan\u0131m\u0131<\/strong><\/td> Yasak (Yemek alan\u0131 d\u0131\u015f\u0131ndaki odalar hari\u00e7)<\/td> Belirlenmi\u015f yemek odalar\u0131nda serbest<\/td> Yasak<\/td><\/tr> Sat\u0131\u015f Trendi (2011-2023)<\/strong><\/td> %52,7 Azald\u0131<\/td> 0\u2019dan ~50 milyar adete y\u00fckseldi<\/td> Ehemmiyetsiz (Yaln\u0131zca kay\u0131t d\u0131\u015f\u0131 pazar)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n K\u00fcresel T\u00fct\u00fcn Politikas\u0131 \u0130\u00e7in Dersler<\/h2>\n\n
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