TobaccoReporter logo

Tag: Esse

  • KT&G Launches ESSE in Germany, Marking Major European Expansion

    KT&G Launches ESSE in Germany, Marking Major European Expansion

    KT&G has officially launched its flagship ESSE superslim cigarette brand in Germany, signaling the start of a full-scale European expansion for the South Korean company. Partnering with German distributor Hauser, the company introduced ESSE Blue and ESSE Red in key cities including Berlin, Dortmund, and Munich.

    “ESSE has already been recognized as a competitive, stylish product in many countries, and has grown to become the global No. 1 superslim brand,” a KT&G spokesperson said. “We will continue to expand our influence in Germany based on the distinguished features of our product.”

    First launched in 1996, ESSE has grown to reach around 90 global markets, with major success in the Middle East, Russia, Southeast Asia, and Latin America. In 2024, the brand sold 430 billion sticks globally, claiming one-third of the global superslim segment.

  • Esse Cigarettes Power KT&G’s Global Push

    Esse Cigarettes Power KT&G’s Global Push

    KT&G’s ultra-slim cigarette brand, Esse, continues to enjoy strong and steady demand in the Middle East and Central Asia — emerging as one of South Korea’s fastest-growing processed food exports in the first quarter of this year, according to the company.

    According to data released by the Ministry of Agriculture, KT&G’s cigarette exports rose 14.5% year-on-year during the January–March period, ranking second in export growth behind ramyeon, which saw a 27.3% increase.

    “In the Gulf Cooperation Council (GCC) region, including the UAE, the Korean Wave has played a major role in boosting interest in slim cigarettes made in Korea,” said an official from the Agriculture Ministry. “At the same time, exports to Commonwealth of Independent States (CIS) countries, such as Russia and Mongolia, have also grown, fueling further momentum.”

    KT&G’s cigarette exports to GCC countries reached $49 million in the first quarter, marking an 83.6 percent year-on-year increase. Exports to CIS nations more than doubled to $29 million over the same period. Among these markets, Mongolia stood out, where KT&G’s localization strategies have helped the company capture a market-leading share of over 50%, the company said.

    Last year, KT&G posted 1.45 trillion won ($986 million) in overseas sales, up 28% from the previous year, driven largely by strong cigarette demand. Its cigarette exports alone reached 58.6 billion won ($39.9 million).

    Indonesia remains KT&G’s largest export destination, while Central Asian countries such as Uzbekistan are rapidly emerging as key growth markets. KT&G sold 270 million cigarettes in Uzbekistan last year, ahead of launching a local office there in January. The company has also secured the top market share in Tajikistan and third place in Kazakhstan.

    To meet growing global demand, KT&G is building new manufacturing facilities in Kazakhstan and Indonesia, set to be completed by 2026.