South Korean tobacco manufacturer KT&G has officially launched its global superslim cigarette brand, ESSE, in Germany, signaling a full-scale entry into the European tobacco market. Starting with Germany—considered one of the most competitive battlegrounds for global brands—KT&G plans to expand ESSE’s brand recognition and market share across the continent.
According to KT&G on July 14, ESSE Blue and ESSE Red have been available in major German cities, including Berlin, Dortmund, and Munich, since July 3. The company is collaborating with its local partner, Hauser, to gradually expand its distribution channels throughout the country.
Germany is one of the largest tobacco markets in Europe, with intense competition among global brands. Recently, demand for superslim cigarette products has been growing in the German market, driven by changing consumer lifestyles.
KT&G has already proven its global competitiveness by exporting more than 800 brands, including ESSE, to approximately 140 countries. ESSE currently holds about one-third of the global superslim cigarette market and reached a cumulative sales volume of 430 billion sticks as of last year.
A KT&G official stated, “ESSE has already been recognized in many countries as a stylish and competitive product, and it has grown into the world’s leading superslim brand. We will continue to expand our presence in the German market.”
Launched in 1996, ESSE began its global expansion in 2001, entering markets in the Middle East and Russia. It is now exported to around 90 countries, including Indonesia, Latin America, and Africa.
KT&G is also positioning Kazakhstan as a strategic hub for exports to Europe as part of its broader overseas expansion strategy. In July of last year, the company signed a licensing agreement with Bulgarian tobacco company KTI (Kompleksni Tyutyunovi Izdelia) for the exclusive production and distribution of KT&G products in Europe.
In addition, KT&G plans to use Romania—where it entered the market in April last year—as a base for further expansion into other European tobacco markets, including Portugal, Andorra, and Spain. These initiatives are part of KT&G’s “Global Vision,” which aims to increase the share of overseas sales to 50% by 2027.
