▶Esse cigarettes for export are automatically loaded at Shin-tan-hin factory the largest ultra-slim cigarette factory in the world.
Esse, super-slim cigarette of KT&G (CEO Bok-in Baek), set a new milestone in overseas sales exceeding 200 billion sticks.
KT&G announced that the total overseas sales of Esse made of exports from Korea and products made in overseas factories amounted 202 billion and 43 million sticks between year 2001 and July 2016. The sales amount more than doubled within four years period after Esse reached accumulated sales of 100 billion sticks in 2012.
Since its first export in 2001 to Middles East and Russia, Esse sells across 50 countries including Americas, Europe and South East Asia. The super-slim cigarette is the top-selling brand and controls over one-third of the world’s super-slim cigarette markets.
The popularity of Esse in markets of high-tar products with over 5mg, was based on the KT&G’s strategy focusing low-tar super-slim cigarettes according to the consumer needs. Korean wave in these countries also helped the expansion of KT&G products.
Overseas operations and facilities also accelerated KT&G’s success. The company’s first overseas plant was built in Turkey, in 2008 and it currently has production facilities in Iran and Russia built in 2009 and 2010 respectively, to produce customized products to meet local preference. In addition, unique products including Esse Mini Slim, easy-to carry compact size ultra-slim and Esse Change 3mg, the world’s first low-tar capsule cigarette, were successful niche market penetration.
Esse cigarettes led the overseas sales and KT&G grew up to the world’s fifth largest tobacco producer. In 2015, KT&G’s outbound sales volume reached 46.5 billion sticks, which outperformed its domestic sales of 40.6 billion sticks for the first time and sales volume shows steady growth in 2016.
A KT&G official said, "KT&G's sales success in new overseas markets is significant because the company has entered into markets already dominated by transnational tobacco companies. KT&G will focus on new overseas markets including Latin America and Africa to become a top-tier export company for the economy”
▶Esse Mini Slim sells in Iran and Russia
