Zhang Shengwei: the godfather of the vape industry

Zhang Shengwei quietly grew his online shop into one of the industry’s biggest players and now gives Big Tobacco a run for its money. Can he survive the backlash from regulators?

Colourful vapes on display at a store in Central London
(Image credit: Vuk Valcic/SOPA Images/LightRocket via Getty Images)

If any individual can be held responsible for the “addictively sweet vape cloud” now enshrouding the globe, it is probably Zhang Shengwei, says Bloomberg Businessweek. Widely acknowledged as the “godfather” of the industry in Shenzhen, the world capital of vape production, this largely anonymous Chinese businessman has quietly grown his online shop, Heaven Gifts, into one of the industry’s biggest players, with 30 million users in 80 countries, and trouncing Big Tobacco in the process. Still, a backlash is coming.

Heaven Gifts’ three biggest brands – Geekvape, Lost Mary and Elf Bar – are youth favourites that have stormed Western markets, leaving regulators wringing their hands. “Zhang’s primary niche” is disposable vapes – “Barbiecore-coloured” baubles in which “flavours are a key attraction”, that have now taken roughly 60% of the US market. The most basic cost only a few dollars; all pack a powerful punch of nicotine. Their popularity worries parents, healthcare professionals and environmentalists, who “wince at the waste” of plastic and all those tiny batteries.

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Jane writes profiles for MoneyWeek and is city editor of The Week. A former British Society of Magazine Editors editor of the year, she cut her teeth in journalism editing The Daily Telegraph’s Letters page and writing gossip for the London Evening Standard – while contributing to a kaleidoscopic range of business magazines including Personnel Today, Edge, Microscope, Computing, PC Business World, and Business & Finance.

She has edited corporate publications for accountants BDO, business psychologists YSC Consulting, and the law firm Stephenson Harwood – also enjoying a stint as a researcher for the due diligence department of a global risk advisory firm.

Her sole book to date, Stay or Go? (2016), rehearsed the arguments on both sides of the EU referendum.

She lives in north London, has a degree in modern history from Trinity College, Oxford, and is currently learning to play the drums.