#South Korea #Seoul #Bulgaria #KT&G #ESSE

KT&G's Strategic Move into Bulgaria: A New Chapter in European Expansion

KT&G, a prominent player in the global tobacco industry, has announced its entry into the Bulgarian market, marking another significant step in its European expansion strategy. This launch, which introduces two products under the well-known superslim ESSE brand, follows a series of successful product rollouts in Germany, Spain, Portugal, and Romania during 2024 and 2025.

The Bulgarian expansion is made possible through a partnership with KT International S.A (KTI), leveraging their established local distribution network via Tobacco Trade. This partnership is essential as KT&G previously signed an exclusive manufacturing and distribution agreement with KTI, enabling the latter to produce and distribute KT&G's major brands, including ESSE, throughout Europe.

The ESSE brand was born in Korea in 1996, and since its inception, it has steadily expanded its reach internationally. The brand made significant inroads into the Middle East and Russia in the early 2000s, and now it boasts sales in 90 markets worldwide, including regions such as Indonesia, Latin America, and Africa. By last year, ESSE reported cumulative global sales exceeding a staggering 430 billion sticks, making it a dominant force in the global superslim cigarette market with roughly one-third of market share and recognition as the number one selling brand in this category.

As KT&G ventures into Bulgaria, the company's outlook remains optimistic. A spokesperson emphasized that they are eager to gauge consumer response to the new premium offerings, highlighting ESSE's established reputation for quality and competitiveness. The spokesperson said, "KT&G has high hopes entering another major European market like Bulgaria, expecting positive feedback from consumers regarding the new premium choice based on ESSE's globally-verified competitiveness."

In addition to its robust brand portfolio, KT&G holds a strong position in various segments of the market, including Next Generation Products (NGPs), health functional foods, and traditional cigarettes. As of 2024, KT&G operates a remarkable 870 brands across 148 countries, illustrating its global reach and commitment to growth.

The entry into Bulgaria not only enhances KT&G's footprint in Europe but also symbolizes its strategic approach toward diversifying and strengthening its market presence. The company's meticulous planning and execution have allowed it to forge strong relationships in new markets, providing a solid foundation for future success.

In summary, KT&G's Bulgarian launch is more than just the introduction of new products; it's a strategic move reflecting the company's ambitions in the European market. As the brand continues to thrive in various global regions, industry watchers are keen to see how consumers in Bulgaria will respond to the latest offerings from KT&G.

With its history of success and innovative approach, KT&G is undoubtedly positioning itself as a key player in the European tobacco landscape.