Steven Steven’s first introduction to Kuwait came in the middle of summer, which may not have been the most forgiving welcome. “I landed 11 of July,” he recalls. “Everyone told me that’s the best time in the world.” They were, he admits, not entirely truthful. Still, the heat has not dampened his enthusiasm for his new home. What has made the stronger impression is something that had nothing to do with the weather: the warmth of the people.
Having relocated from Indonesia and previously spent four years in Switzerland, Steven has experienced very different cultures and working environments throughout his career. In Kuwait, it is the openness and hospitality that immediately stood out. “It’s different. They’re so open,” he says.
Steven took on his role as General Manager of Philip Morris International (PMI) in Kuwait in 2026, where he is responsible for leading the company’s business and operations in the market. His career spans commercial leadership, business planning, brand and portfolio management, strategy and innovation, with previous senior roles at PT HM Sampoerna in Indonesia and international positions at PMI in Lausanne and Hong Kong.
Now, as he begins his next chapter in Kuwait, Steven is bringing that international experience to a market he is still getting to know. Our conversation takes place around the launch of Bonds by IQOS, but quickly becomes a discussion about something broader: understanding consumers and responding to what they want.
Listening to Consumers
For Steven, the story behind Bonds by IQOS begins with the question of why it exists. “Our objective is simple: to move adult smoker that wants to smoke to switch to a smoke-free alternative,” he explains. According to Steven, Bonds by IQOS was developed in response to consumer feedback around taste intensity. Rather than focusing on a single product experience, the expanded portfolio is intended to offer options that address different preferences among adult smokers. He illustrates the idea with a simple comparison. “It’s like coffee. You like Arabica. You love Robusta. For me, as simple as that.” For Steven, the point is that consumers are not a single group with identical expectations. “It’s about giving options to our adult smokers, to what their needs [are], because every person is different.”
That emphasis on listening is central to how he sees innovation. Consumer expectations, he says, “keep changing” and “keep evolving every day.” The challenge is to take those insights and translate them into innovation that responds to those changing needs.
Technology That Works
When the conversation turns to the technology behind the product, Steven deliberately keeps the explanation simple. For him, technology ultimately needs to deliver an experience that is functional, reliable and easy to use. “I always believe there is no point you have the high technology, but it’s not very reliable and simple.” That philosophy is reflected in how he describes Bonds by IQOS, with simplicity and functionality sitting alongside the taste experience that informed its development. It is also indicative of his broader approach: innovation should respond to a real consumer expectation rather than exist simply for the sake of technological advancement.
Discovering Kuwait
Outside of the business, Steven is still finding his feet in Kuwait. He has already begun exploring the local food scene, developing a particular fondness for hummus and trying dishes including fattoush and machboos. Coming from Indonesia, he has also noticed the dramatic contrast in Kuwait’s landscape, particularly the amount of desert visible even around the city. But it is the people who have made the most lasting impression. That process of discovery is perhaps fitting for someone whose career has taken him across Asia, Europe and the Middle East. His academic background combines a Bachelor’s degree in Computer Science with a Master’s degree in Management from BINUS University in Indonesia. Now, Kuwait represents the next chapter.
Looking Ahead
While Bonds by IQOS is the immediate focus, Steven sees it as part of PMI’s wider ambition in the Kuwaiti market. “There are still nearly millions of adult smokers out there,” he says, describing the company’s objective of moving adult smokers towards smoke-free alternatives. For him, achieving that ambition requires more than developing products. It requires continued engagement with consumers and an understanding of why they make the choices they do. “As long as there are still smokers out there,” he says, “every day me and my team… [will] connect with you.” Then comes the part he considers most important. “The most important is to really tell you why it exists.”
For Steven, that philosophy provides a clear starting point for his new role: listen to the market, understand its consumers and use those insights to shape what comes next. As he settles into Kuwait, his next chapter is only just beginning.
