The Premium Cigar Association (PCA) announced PCA in Korea 2026, an official visit to Seoul from December 7-10, 2026, culminating in the first Seoul launch of The Cigar Academy (TCA) in partnership with Pierre Ltd., PCA and TCA’s official launch partner in Korea.
The initiative marks a new stage in PCA’s international engagement and the beginning of a long-term platform designed to support cigar education, professional development, community building and stronger connections between Korea and the wider premium cigar industry. Rather than a one-time activation, the partnership brings together PCA’s international network and TCA’s education standards with Pierre Ltd.’s more than three decades of local experience, relationships and hospitality.
During the visit, PCA and TCA will deliver two intimate training and certification sessions: one Professional Session for cigar and hospitality professionals and selected industry partners, and one exclusive Aficionado Session for Pierre’s adult clients, collectors and cigar enthusiasts, hosted at Pierre Ltd.’s lounge in Seoul. Both sessions will combine structured education with guided premium cigar tasting, curated pairings, discussion and formal assessment. The Aficionado Session will also reflect the social and cultural spirit of Salon Prive de Pierre, Pierre’s intimate gathering concept built around craftsmanship, taste and meaningful conversation.
Both education sessions will be delivered personally by Ricardo Carioni, PCA Director of International Affairs & Education and Co-Founder of The Cigar Academy. Participants will receive individual access to TCA’s digital learning environment and, upon successful completion of the required assessments, formal certification from The Cigar Academy by PCA. Attendance will remain deliberately limited to preserve interaction, discussion and individual engagement.
“PCA’s international work is about creating year-round value and stronger bridges between cigar communities. Korea has a knowledgeable and increasingly connected premium cigar culture, and Pierre is the kind of respected local partner that makes meaningful engagement possible. Together, we can pair rigorous education with local culture and build something designed to last well beyond a single visit.”
Joshua Habursky, Chief Executive Officer, Premium Cigar Association
“For Pierre, this is much more than the introduction of an educational program. We see it as the beginning of a long-term platform connecting PCA’s international knowledge and network with Pierre’s community and the broader premium cigar culture in Korea. We are proud to welcome PCA and The Cigar Academy to Seoul and to create an experience that is educational, social and memorable for professionals and aficionados alike.”
Matthias Reuben Cohen-Aknine, Chief Executive Officer, Pierre Ltd.
“A premium cigar may be enjoyed in an hour, but within it are years of agriculture, fermentation, aging, craftsmanship and human knowledge. Education gives that story context and allows it to be passed forward. I have long admired Asia’s respect for craft, ritual and hospitality, and I am especially looking forward to meeting Korea’s cigar community in person – not to arrive with a formula, but to listen, share and build together.”
Ricardo Carioni, Director of International Affairs & Education, Premium Cigar Association; Co-Founder, The Cigar Academy
The Cigar Academy was co-founded in 2024 by Ricardo Carioni and Thomas Gryson and became part of the Premium Cigar Association in April 2026. Its curriculum has been co-written and refined with leading cigar makers, retailers and specialists, creating a manufacturer-neutral platform for structured premium cigar education and certification. TCA now serves professional, retail, hospitality, duty-free and aficionado audiences internationally.
PCA in Korea 2026 forms part of PCA’s broader strategy of expanding meaningful year-round education, market development and international partnerships. Participation in both Seoul sessions will be deliberately limited.
Visit the PCA in Korea 2026 page for full program details, registration information and updates.
About the Premium Cigar Association
The Premium Cigar Association (PCA) is the leading authority and advocate for the premium cigar and pipe retailer industry. The PCA is dedicated to brick-and-mortar premium tobacconists’ current and future success. Founded in 1933 as the Retail Tobacco Dealers of America (RTDA), the PCA is the largest, most active, longest-running trade association representing specialty tobacco retailers and supporting manufacturers and partners in the industry. For additional information, visit premiumcigars.org.
About Pierre Ltd.
Established in Seoul in 1994, Pierre Ltd. has played a pioneering role in Korea’s premium cigar culture for more than three decades. Pierre is the exclusive importer and distributor of Habanos cigars in Korea, supplying leading hotels, restaurants and bars while operating dedicated retail and lounge experiences for the country’s cigar community. Its approach extends beyond distribution, with a focus on culture, craftsmanship, hospitality and the creation of meaningful cigar experiences. For additional information, visit pierreltd.com.