KT&G Launches ESSE in Tokyo Downtown Duty-free to Target Global Market

• Six types of "ESSE", No.1 global superslim brand, products to be launched in Lotte Duty Free Tokyo Ginza Store, reinforcing global brand position
• Duty-free operations expand to Japan, further global expansion planned

SEOUL, South Korea, April 4, 2025 /PRNewswire/ -- KT&G (KRX: 033780) launched its brand "ESSE" in Lotte Duty Free Tokyo Ginza Store, expanding its global duty-free portfolio.

KT&G signed a contract with Lotte Duty Free Tokyo Ginza Store to launch its flagship brand ESSE. Starting 21^st of March, the store offers 6 types of products including "ESSE Change, ESSE Change Himalaya, ESSE Double Shot, and ESSE Blue." 

The Lotte Duty Free Tokyo Ginza Store, which opened in 2016, is one of Tokyo's largest downtown duty-free shops that stocks over 200 brands ranging across alcohol, cosmetics, and other assorted items.

KT&G expects the launch to become on opportunity to offer ESSE products to global consumers in Tokyo, a global traveling hub, and reinforce its position as a global brand. The company also plans to continuously expand its global duty-free operations through product launches in major duty-free stores in global locations following the downtown Tokyo duty-free launch.

KT&G previously launched various brands in the domestic Japanese market including the new product BLACKJACK SUPASAWA and BOHEM, and is currently reinforcing the local distribution network centered around Tokyo and Osaka regions. KT&G sustains its growth in the market, with export volumes growing by approximately 25% YoY in 2024.

KT&G is a notable Korean company with a number one position in the Korean electronic cigarette NGP (Next Generation Products), health functional foods, and combustible cigarette markets. KT&G is also a global company selling 870 brands in 148 countries as of 2024.

A KT&G spokesperson commented that "this downtown duty-free shop launch will be a good opportunity for global consumers visiting Japan to find KT&G products not only at airports but also at downtown duty-free shops," further stating that "KT&G plans to launch its products in duty-free stores across the globe, reinforcing its global market competitiveness."

SOURCE KT&G Corporation