Japan Tobacco has announced the rebranding of Mild Seven to Mevius cigarettes marking the end of an era for one of Japan’s most recognized and established brands. Mild Seven is already a significantly popular brand in Russia and other Asian markets like South Korea, Taiwan and Malaysia.

Company president Mitsuomi Koizumi says the change is part of an effort to displace Marlboro as the world’s best-selling cigarette, and strengthen Japan Tobacco’s brand and presence, as they aim to become the number one global premium brand.  

After first being introduced in Japan in 1977, within one year Mild Seven went on to become the best-selling brand of cigarettes in the country. While  the Mevius name itself won’t launch in Japan until February of 2013, industry observers say the new name specifically keeps the 'M' and 'S' from the Mild Seven brand, as a way of symbolizing evolution and a connection to the brand’s heritage.