Each of the governments justified its ban on imported cigarettes for public health reasons while at the same time manufacturing and selling cigarettes by state-controlled tobacco monopolies. The USTR took one look at this situation and declared that health was simply a red herring and that the governments had unfair trade practices. What the USTR did not take into account was that the cigarettes produced by the state-controlled monopolies were expensive and poor quality. This combined with little or no advertising seemed to keep per capita consumption low, with the exception of Japan, and smoking limited to older men with money. Japan was the first target and after one year of unrelenting pressure, the government signed, in 1986, an agreement allowing American-made cigarettes.
Female smoking is at an all time high.
It took only six weeks to force the Taiwanese government to reduce its barriers on the import of beer, wine, and cigarettes. South Korea was next. In 1988 the Korean government agreed to open its doors to American brands by allowing cigarette signs and promotions at shops, tobacco ads in magazines, and tobacco company sponsorship. The industry was not so successful in Thailand. However the panel, found that Thailand could restrict cigarette sales and advertising to both domestic and foreign brands.