The launch features a curated selection including ESSE Blue, ESSE Change 4mg, ESSE Himalaya, ESSE Double Shot, and ESSE Change Double Orange. By securing shelf space at this major aviation hub, KT&G aims to leverage the airport's unique position as a transit point between Europe, the Middle East, and Asia. This expansion builds on the company’s previous entry into Türkiye’s duty-free sector, which began with the introduction of ESSE products at Antalya Airport in June 2025.

ESSE currently commands a significant portion of the global super-slim cigarette market, with sales presence in over 90 countries. Last year, the brand generated approximately USD 770 million, surpassing KRW 1 trillion in annual revenue. KT&G leadership views the Istanbul placement as a critical step in increasing brand visibility among international travelers. The company continues to prioritize the growth of its duty-free distribution network as a primary method for enhancing its global competitiveness and reach.