On the 3rd of July, KT&G launched ESSE Blue and ESSE Red. Photo shows local ESSE brand presentation.
KT&G has officially launched its global brand, ESSE, in Germany, marking a significant entry into one of Europe’s largest tobacco markets. The launch took place on July 3, 2025, with the brand now available in major cities including Berlin, Dortmund, and Munich. This initiative aims to offer consumers a stylish new choice in the rapidly evolving German tobacco market.
The introduction of ESSE comes as consumer preferences shift towards superslim products, which are gaining popularity in Germany. KT&G’s decision to partner with local distributor Hauser is part of a broader strategy to expand distribution and enhance market presence in Europe. The company plans to roll out two key products, ESSE Blue and ESSE Red, designed to appeal to the aesthetic preferences of local consumers.
KT&G has demonstrated its capabilities in the global market, successfully exporting over 800 brands to approximately 140 countries. The launch of ESSE in Germany is seen as a strategic move to tap into the growing demand for superslim tobacco products among European consumers. The company aims to capitalize on the brand’s established identity as the global number one superslim brand.
According to a KT&G spokesperson, “ESSE has already been recognized as a competitive, stylish product in many countries, and has grown to become the global number one superslim brand. We will continue to expand our influence in Germany based on the distinguished features of our product.”
Originally created in Korea in 1996, the ESSE brand began its global expansion in 2001 with entries into Middle Eastern countries and Russia. Since then, it has expanded to around 90 markets, including Indonesia, Latin America, and Africa. By 2024, the brand had reached a global gross sales volume of 430 billion sticks, capturing approximately one-third of the global superslim market share.
KT&G is not only a leader in the tobacco industry but also holds a dominant position in the production of next-generation products, health functional foods, and combustible cigarettes in South Korea. As of 2024, the corporation markets 870 brands across 148 nations, reinforcing its status as a significant player in the global market. The launch of ESSE in Germany is expected to further enhance KT&G’s reputation and market share within Europe.
