520 (cigarette)

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520 cigarette packs.JPG
Two packs of 520 cigarettes with red heart signs engraved into the filter.
Product typeCigarette
OwnerJapan Tobacco
Produced byTaiwan Tobacco and Liquor Corporation
IntroducedMay 20, 1999

520 is a Taiwanese brand of cigarettes manufactured by the Taiwan Tobacco and Liquor Corporation (菸酒公賣局). The name 520 was chosen for the brand because it sounds similar to the words I love you (我爱你; Wǒ ài nǐ)) when pronounced in Mandarin Chinese. It has a red heart-shaped hole in its filter, which releases a distinct flavor. There is also a menthol variety.[citation needed]

The new cigarette brand was originally planned to be launched in Taiwan on May 20, 1999, to celebrate the anniversary of former president Lee Teng-hui's inauguration as Taiwan's first democratically elected president.[1] However, after receiving harsh criticism from several social and legislative groups, the Taiwan Tobacco and Liquor Corporation announced on May 13, 1999, that it had suspended the production of 520. The primary concern of the critics was that the cigarette brand was targeted at young people with its name, design and flavor.[1] Now 520 is only sold outside of Taiwan.


  1. ^ a b "NGO takes another swipe at TTWB's '520' cigarettes". Taipei Times. 2000-06-15. Retrieved 2007-03-08.