Cannes – September 29, 2026 -- KT&G's ultra-slim cigarette brand ESSE surpassed KRW 1 trillion (approximately USD 700 million) in global sales in 2025, the South Korean tobacco maker announced at TFWA World 2026 in Cannes, France, running September 27 to October 1.
KT&G products now reach 179 duty-free stores across roughly 110 airports worldwide
The company entered the duty-free channel in 1995 with the launch of 88 Light in China. Three decades later, its flagship brands -- ESSE, RAISON, and BOHEM -- hold shelf space at 179 duty-free outlets spanning approximately 110 airports, including facilities in South Korea.
KT&G marks its fifth consecutive year at the world's largest duty-free trade show
The company has attended TFWA World since 2022, using the platform to court international distribution partners and build brand recognition among travel retailers. This year's booth featured digital displays outlining KT&G's global business footprint alongside its product lineup.
Istanbul Airport rollout targets 84 million annual passengers
In August, KT&G placed five ESSE products in duty-free stores at Istanbul Airport, a hub serving approximately 84 million passengers per year. The move followed earlier trade show appearances in Singapore and Germany this year as part of a broader push into overseas travel retail.
Company targets Europe and Latin America for next-phase expansion
Building on its TFWA World presence, KT&G said it plans to extend its duty-free business into new regions, including Europe and Latin America. A company spokesperson said the Cannes event offered an opportunity to explore new business prospects with international partners and raise brand awareness in overseas markets.