Post by Mykhailo Shurinov

Back in Germany for the first time in a year– what a difference12 months makes.   Coming back for #SUPERBLOOMMusicFestival, I was struck by how much has changed—how much we’ve grown.   At #CuriousX, our experiential space at the festival, we continue to showcase the breadth of our multicategory portfolio, but this time, it felt different. Bigger. More dynamic. More reflective of how far Philip Morris International’s transformation has come. Still a journey ahead of us, but we have made noticeable progress.   What I loved most was watching thousands of people engage with our world: discovering, questioning, and connecting. That’s what #CuriousX is all about: sparking curiosity and bringing the future closer, one experience at a time.   Germany reminded me of a simple truth: transformation is never static. It’s a living, evolving journey, and it was exciting to see that journey unfold in such an energetic setting.   #CuriousX #Innovation #SmokefreeFuture Veronika Flora Rost, Amanda Lola, Simon Coenen, Tobias Schroeder, Philipp Thoma, Cengiz Cilengiroglu, Nicolas Stalder, Ruxandra P., Venkat Sridhar.