Mevius was launched in 1977 under the name Mild Seven and was conceived as a soft version of the Seven Stars brand in Japan in 1977, it was launched abroad in 1981. This is the first brand to use a carbon filter in an American blend in Japan. It was originally designed to treat Mild Seven similarly to Seven Stars, but in keeping with the fact that JT changed the F1 participants' brand from Cabin (another Japanese brand owned by JT) to Mild Seven in 1994, the vertical blue left side of the white background was changed to a belt design. At that time, the advertising slogan "Blue world of the soft seven" was used in TV ads, and after that, blue became the preferred color for the brand. Cigarettes are the third most smoked cigarette in the world with 76.5 billion cigarettes worldwide, after Marlboro and Camel.
Mevius under the brand name Mild Seven has been a sales leader since its creation in 1977 and is the second largest cigarette brand in the world. August 8, 2012 Japan Tobacco has announced that the long-standing brand name of Mild Seven will be changed to Mevius due to legislation regarding labeling cigarettes as "soft" in some countries; and in an attempt to strengthen the brand's "premium image". The name change began in Japan in February, and in Singapore and Korea the following month.
Japan Tobacco brand has representative offices in more than 120 countries. However, the flavors of Mevius cigarettes contribute to effective sales. In Japan alone, the real line occupies almost 33 percent of the tobacco market.