KT&G's 'ESSE' Maintains Top Spot in National Brand Competitiveness Index for 16 Consecutive Years

Proving Brand Competitiveness Based on Consumer Trust

KT&G announced on June 2 that its ultra-slim cigarette brand 'ESSE' has ranked first in the tobacco category of the '2025 National Brand Competitiveness Index' (NBCI), organized by the Korea Productivity Center, and has been selected as the top brand for 16 consecutive years.

The NBCI is an index quantified by the Korea Productivity Center each year by surveying consumers on brand awareness, image, and loyalty by industry. Its purpose is to deliver a comprehensive and objective evaluation of brand competitiveness to both companies and consumers.

'ESSE' has attracted attention since its initial launch with its slim design and low-tar concept. Since then, it has continuously introduced new products featuring various technologies such as odor reduction, and has consistently maintained the number one market share in the domestic cigarette market since 2004.

In 2013, KT&G launched 'ESSE Change,' the world's first ultra-slim cigarette with a capsule, and in 2017, it introduced the micro-slim type 'ESSE Change Lean,' thereby expanding its customer base.

Subsequently, in 2019 and 2020, KT&G launched 'ESSE Himalaya 1mg' and 'ESSE Change Frozen,' which dramatically reduced cigarette odor. This year, the company continued to differentiate the brand by introducing 'ESSE Noir,' the only product among KT&G's domestic offerings that uses black cigarette paper.

ESSE is KT&G's leading global export brand, recording the highest sales among its international products. Starting with the Middle East and Russia in 2001, KT&G has steadily expanded its export markets to Indonesia, Central and South America, Africa, and beyond.

Song Seungcheol, head of KT&G's domestic brand team, stated, "Since its first launch in Korea in 1996, 'ESSE' has continued to be loved by consumers, and we have strengthened our brand competitiveness through ongoing product innovation in line with changing consumer trends. Going forward, we will further enhance our status as a global brand with products that reflect consumer preferences and differentiated technological capabilities."