Key points:
·The South Korean tobacco company KT&G has announced that its ultra-slim cigarette brand ESSE has officially entered the Bulgarian market through an exclusive agreement with local distributor Tobacco Trade.
·The ESSE brand has been expanding in multiple markets worldwide.
On September 12, 2025, according to Finanz Nachrichten, the South Korean tobacco company KT&G announced its decision to enter the Bulgarian market with two products from its ultra-slim cigarette brand ESSE, as part of its global strategy to expand into the European market. Prior to this, the company had successfully launched products in Germany, Spain, Portugal, and Romania in 2024-2025.
KT&G and KTI (KT International S.A) are collaborating with their local distributor Tobacco Trade to sell products through traditional sales channels and global account networks. Previously, KT&G had signed an exclusive production and sales agreement with Bulgarian tobacco manufacturer KTI to strengthen its presence in the European market. According to the agreement, KTI has obtained exclusive production and sales rights for KT&G's main brands, including ESSE, in Europe.
The ESSE brand was initially launched in South Korea in 1996. Starting from 2001, the brand gradually expanded to the Middle East and Russia, and currently exports to 90 countries including Indonesia, Latin America, and Africa. By the end of 2024, global cumulative sales had reached 43 billion units.
KT&G is a South Korean publicly traded company that produces the global brand ESSE. As of 2024, KT&G's products are sold in 148 countries under 870 brands.
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