Ultra South Africa 2026: Music, Freedom and a Smoke-Free Festival Experience

Ultra South Africa 2026 was nothing short of a magical space within a wrinkle of time. Held at our beloved Nasrec expo centre on 25 April, it saw music lovers, fashionistas, expressionists and creatives come together in celebration of self-expression and the art of just being. Serendipitously so, as this fell during our Freedom Day long weekend, which is a time we commemorate our nation’s first non-racial democratic elections held in 1994.

ZYN and VEEV Bring a Smoke-Free Vision to Ultra

Invited by ZYN & VEEV, they understood the assignment and came through to the music festival with a bold, smoke-free vision for the future through innovation, community and culture. They make it so that adults who enjoy their nicotine products have the freedom to choose alternatives to the traditional smoke variants.

“The reality is that many adult nicotine users are not ready to quit entirely. That’s why expanding the range of smokefree alternatives is so important.”

Daniel Gyefour, Director: SmokeFree Products, Sub-Saharan Africa, Philip Morris International Inc.
(PMI)

At Ultra, PMI placed ZYN and VEEV directly opposite one of the world’s largest music stages and showcased their world-famous ZYN, introducing their new offering, VEEV. Living it up at Ultra South Africa in a smoke-free environment was a breath of fresh air – literally.  

Exploring ZYN Nicotine Pouches and VEEV Vape

The much-beloved ZYN Nicotine Pouches are 100% tobacco-leaf-free. These are designed for adult nicotine users who want a convenient, odourless, smoke-free product that’ll have them interact with family, friends and their community freely without having to isolate themselves.

I had the chance to try their Black Cherry ZYN. Greeting me with a subtle sizzle and sweet taste, I enjoyed how incognito it was. It’s also great to find out that every ZYN tin contains a compartment at the top that is specially designed for the disposal of the used-up pouch. As someone who detests littering, I always welcome interacting with like-minded brands that take an active approach to discouraging such actions and championing conscious consumption.

I also tried their VEEV EVapour at Ultra South Africa. New to the PMI portfolio, the VEEV Now vape has up to 1100 puffs at a whopping 39 mg/ml. As tasty as the Passion Fruit Kiwi Guava is, it knocked me back,but it was great to have another smoke-free alternative to consume.

“Freedom of choice is an important part of this conversation. It’s about ensuring that adult consumers have access to alternatives and the information they need to make informed decisions.”

Daniel Gyefour, Director: SmokeFree Products, Sub-Saharan Africa, Philip Morris International Inc.
(PMI)

Creative Expression and Cultural Moments at Ultra

While vibing and jamming it up, innovation and creativity also kept on unfolding. Guests had the pleasure of designing their custom T-Shirt with Cape Town-based artist and illustrator Russell Abrahams, better known as Yay Abe, with the purchase of any ZYN or VEEV product at Ultra South Africa. While you waited for your Tee, you could either keep on dancing with the ZYNation or chill on the beanbags and enjoy the performance on stage from the vantage point that we had.  

When I tell you it was a good time, you know I’m not lying. Ultra South Africa is a music lover’s dream and a creative’s playground. In addition to PMI putting the power in your hands to choose how you would like to enjoy your nicotine product, the freedom to just be and put your best self forward was paramount to none.