Korean tobacco manufacturer KT&G is returning to the TFWA World Exhibition in Cannes with an innovative line-up of Korean tobacco products (M52 Green Village).
Following a successful showing last year, KT&G plans to showcase its high-tech, customer-oriented products, expand its travel retail business and secure new business partnerships particularly in Europe, Latin America and the Middle East.
It is showcasing its ESSE, RAISON and BOHEM cigarette brands, among others, with ESSE a central focus. ESSE is the world’s top-selling super-slim cigarette brand according to Euromonitor.
The KT&G stand will be divided into three main themes, each conveying a key ESSE message. The first is ‘Advanced World Leader’, which highlights ESSE’s strong global presence, particularly in travel retail.
The second is ‘Advanced Technology’, which highlights the fact that ESSE is the first cigarette brand to launch a super-slim capsule silhouette.
Since its first launch, KT&G has invested heavily in research and development to take ESSE’s capsule technology to new heights. ESSE cigarettes have been equipped with high-functioning filters and ‘Smell-Down’ odour reduction technology.
The final theme is ‘Advanced Life’, which highlights the premium branding of ESSE.
ESSE CHANGE Himalaya
The ESSE CHANGE Himalaya, one of the main focal points for KT&G in Cannes this year, has been named as one of the finalists in the upcoming 2023 DFNI Frontier Awards in the ‘Star Tobacco & Next Generation Product of the Year’ category.
ESSE CHANGE Himalaya is the seventh release in the ESSE CHANGE line and has been equipped with KT&G’s patented Smell-Down technology. ESSE CHANGE Himalaya, first launched in South Korean travel retail in 2019, has been showing robust sales in its home region, the company said.
While KT&G had initially planned to roll-out the line to global travel retail, its launch was delayed due to the pandemic.
KT&G resumed the global roll-out for ESSE CHANGE Himalaya in 2022, when it was launched in Japan and Indonesia, Mongolia and Vietnam.
According to KT&G, ESSE CHANGE Himalaya had the third highest sales volume for a cigarette product in Korean travel retail in 2022. Building on this momentum, KT&G is planning to expand ESSE CHANGE Himalaya’s distribution network to include Malaysia, China, Thailand and Türkiye this year.
KT&G’s big travel retail push
KT&G made its global travel retail debut in 1995 by debuting the 88 Lights cigarette in China travel retail. Today, KT&G is present in 434 travel retail stores across 171 cities around the world.
KT&G has a particularly strong presence in Asia Pacific travel retail, where the company’s products are sold in 28 out of Asia’s top 30 airports.
KT&G said that it sees travel retail as a key business channel where it can launch active brand communications and drive brand awareness in new global markets.
Earlier this year, the tobacco company outlined its wider growth strategy highlighting three core business areas, one of them being the overseas cigarette business.
As the company continues to expand its global presence, travel retail will play a huge role in building a healthy global customer base. Its presence at the upcoming TFWA World Exhibition underlines this mission as it seeks to expand to other geographies beyond Asia Pacific.
KT&G Global Headquarters Executive Managing Director Jaeyoung Cho commented: “We are open to discussing new business opportunities and interacting with new potential customers. We look forward to sharing more on our achievements and progress at the exhibition.” 
To book an appointment or for any inquiries, please contact gtr@ktng.com
