KT&G announced on Tuesday that its super slim cigarette brand, Esse, achieved a significant milestone by recording overseas sales of 1.11 trillion won ($740 million) in the past year. This accomplishment marks the first time a single Korean cigarette brand has surpassed 1 trillion won in global revenue, solidifying its international presence.
Fueled by robust international demand for Esse cigarettes, KT&G’s overall overseas cigarette sales experienced a substantial 29.4 percent year-on-year increase, reaching 1.88 trillion won in 2024. Notably, this signifies the first instance where the company’s global cigarette revenue has exceeded its domestic sales, highlighting the brand’s growing global appeal.
The cumulative sales of Esse have exceeded 1 trillion cigarettes worldwide, with 538.8 billion sold in Korea and 467.6 billion sold internationally. In the last year alone, approximately 20.8 billion Esse cigarettes were sold domestically, while a significantly larger 32.6 billion were sold abroad, further demonstrating the brand’s international success.
Initially exported in 2001, Esse gained traction in global markets due to its distinctive slim design, setting it apart from conventional cigarette sizes. The brand has strategically expanded its reach through localized marketing approaches tailored to specific consumer preferences in various regions, ensuring its relevance and appeal in diverse markets.
Currently, Esse is available in over 90 countries worldwide and commands approximately one-third of the global superslim cigarette market, establishing itself as the leading brand in this category.
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