Even though it's twice as expensive... This Korean product sells like hotcakes overseas

Indonesia's GDP per capita is $4,200 (2023, KOSIS standard), which is lower than South Korea's GDP per capita for the same period.
This is just over one-tenth of $35,000. The purchasing power of consumers is only one-tenth of that of South Korea, but
Korean company KT&G's ultra-slim cigarettes, "Esse," are sold for 4,000 to 5,000 won, roughly the same price as in Korea. The average price of a pack of local cigarettes in Indonesia is 1,
This is about twice as expensive as the average price of 1,000 to 2,000 won. Despite this, Esse recorded sales of 9.6 billion bottles in Indonesia last year.
The results of KT&G's overseas expansion are becoming visible. KT&G's overseas sales of its main cigarette business increased from the first quarter of this year.
Sales have begun to exceed domestic sales. It is said that the company has completely transformed from a local tobacco company into a global export company. With these results as a backdrop, the company has achieved a total shareholder return rate of 100% and is now in the position of a new government.
According to the industry on the 10th, KT&G's overseas cigarette sales for the second quarter of this year amounted to 469 billion won,
This is 15% more than the domestic sales of 408.3 billion won. The securities industry predicts that overseas cigarette sales for this year will grow by 33% compared to last year.
It is expected that overseas sales (estimated at 1.846 trillion won) will surpass domestic sales (1.5978 trillion won). This is the first achievement since the company entered the overseas market in 1988. Last year's overseas cigarette sales were 1
The 450.1 trillion won figure already exceeds the 1.3359 trillion won in overseas sales of Samyang Foods, which sparked the "Blood Fried Noodles" craze.
KT&G is also on par with global companies in terms of profitability. Last year, KT&G's operating profit margin was 20.1%, the highest among Korean-listed companies.
Its operating profit margin and net profit margin are expected to be 20.3% and 16.5%, respectively, this year, roughly on par with Japan's JT, which is at 22.1% and 14.8%.
The driving force behind KT&G's success overseas is believed to be the meticulous localization and the organizational support of the Internal Independent Company (CIC) established by President Bang Kyung-man.
The company has customized the Esse to suit local needs and achieved significant sales results. In particular, it has established a CIC headquarters in charge of global business, and is making quick decisions to keep up with rapidly changing local trends.
Kim Dong-gyun, a professor at the Graduate School of Advertising and Public Relations at Hongik University (majoring in brand management), said, "The tobacco industry has a longer history and tradition than any other industry, but KT&G
Based on the DNA of innovation, we have made efforts to localize by thoroughly analyzing the cultural characteristics of each country, the smoking habits of consumers, the market and distribution structure, and the competitive environment.
"We have secured the number one position globally," he said, adding, "We will become one of the most successful export companies and promote Korea as a global brand with K-beauty, K-music and KTV series."
"This is contributing to the development of the company as a global leader."