"JTI Encounters" – a trademark of excellence in local cultural life

"JTI Encounters" – a trademark of excellence in local cultural life

“JTI Encounters” began as an event in 2000 to mark the moment when our company took on a new identity, transforming from RJ Reynolds to JTI, and it has been held every year since. It is part of our program of community investment, and aims to make arts and culture more easily available and accessible to wider audiences.

“JTI Encounters” has hosted many famous choreographers and ballet companies, including the Béjart Ballet Lausanne in 2000 (our debut event) and 2007, Alvin Ailey American Dance Theater, Les Ballets de Monte-Carlo, El Banch Ballet Nacional Chileno and Akram Khan Company.

Over the years, “JTI Encounters”, which is a registered trademark, has become a firm fixture in Romania’s cultural calendar, and the audiences eagerly await each annual edition. For three consecutive years, “JTI Encounters” was awarded by audiences, through VIP magazine: the Event of the Month Award in 2004 for Compañia Nacional de Danza, artistic director Nacho Duato, and in 2006 for the performance of Joaquín Cortés, as well as the Arte Award for the 2005 show staged by Cullberg Ballet, choreographer Mats Ek. Mats Ek came back to Romanian stage, together with his wife and muse, Ana Laguna, to perform under 2016 “JTI Encounters” edition.

This series of events is just one example of investment in the communities where we do business around the world as part of our strategy to grow sustainably for the long-term and to achieve our goal of becoming the most successful and responsible tobacco company in the world.

Other cultural partnerships in Romania:

  • JTI is a special partner of the International Theatre Festival in Sibiu (FITS), the most important annual theatre festival in Romania and the third in Europe. We also support Transylvania International Film Festival in Cluj and RADIRO International Festival of Radio Orchestras.
  • JTI contributes to the following classical music national tours: “The Duel of Violins”, “Travelling Piano” and “Golden Flute”.
  • JTI is the official sponsor of “Gigi Caciuleanu Romania Dance Company”.