The company’s presence at the industry’s largest trade show highlights a steady climb in international reach. Central to the display was the ESSE brand, which reached a milestone of one trillion KRW in global sales throughout 2025. By leveraging digital installations at its booth, the firm provided prospective partners with a detailed look at its current footprint, which spans 179 duty-free locations in 110 airports worldwide.

KT&G’s expansion strategy follows a long-term trajectory that began in 1995 with the introduction of 88 Light in China. Following a recent move to place five ESSE product lines within Istanbul Airport—a terminal handling 84 million passengers annually—the company is now positioning itself to capitalize on broader international travel corridors. According to a company spokesperson, the Cannes exhibition provided a critical venue to engage with global stakeholders and refine the competitive standing of its portfolio in overseas markets.