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South Korea: pack design bombshell

d.simpson@iath.org

The first 150 words of the full text of this article appear below.

The former state-owned tobacco monopoly, now known as KT&G and fully privatised in 2002, dominates at home with 72% of the market, and is rapidly expanding abroad, especially in the Middle East and Central Asia, with an eye on the rich pickings to be gained in Russia and China. Since the drab days of state ownership, it has learned fast from its big, international competitors, and a marketing extravaganza at the end of last year showed just how far it has come in slick and sophisticated design.

Unusually, one of KT&G’s leading brands, with about 7% of the market, is called Raison D’Etre, and has no Korean name. This fact, and the name itself, the French phrase, often borrowed for use in English and meaning a reason for existence, suggest it is aimed at young—very young—urban, western-leaning consumers. Recent marketing developments amply confirm this.

South Korea: some of the Raison . . . [Full text of this article]