March 2026: KT&G’s Lil Able Surpasses 1 Million Devices as Heated Tobacco Business Approaches ₩1 Trillion
KT&G’s heated tobacco device Lil Able has surpassed 1 million units in cumulative sales in South Korea, highlighting the strong growth of the company’s next-generation tobacco business. The device, first launched in November 2022, has become the fastest-growing platform within the company’s heated tobacco lineup.
The Lil ecosystem currently includes three device platforms – Lil Able, Lil Solid, and Lil Hybrid – supported by a portfolio of more than 40 compatible stick products. Among them, Lil Able has shown the strongest growth, driven partly by its multi-use design, which allows different types of sticks to be used on a single device. Sales growth has been rapid. Annual sales of Lil Able devices reached around 410,000 units last year, representing a 30-fold increase compared with its launch year. Sales also more than doubled compared with 2024, reflecting accelerating adoption among consumers.
International markets have become an increasingly important driver of KT&G’s heated tobacco business. Overseas sales of heated tobacco sticks surpassed domestic volumes in 2021 and have continued to expand since then. In 2025, the company recorded 14.78 billion sticks sold globally, including 8.39 billion sticks sold overseas, despite supply disruptions caused by tighter vape regulations in Vietnam during the first half of the year.
Looking ahead, KT&G’s electronic cigarette segment is expected to continue growing. The company’s heated tobacco and vape business could generate over ₩900 billion (US$600 million) in revenue this year, with annual sales potentially exceeding ₩1 trillion (US$670 million) as device upgrades and international expansion support higher stick volumes.
KT&G is also accelerating its global expansion strategy beyond its partnership with Philip Morris International, which commercializes Lil products in several overseas markets. The company could begin direct launches of Lil Able in additional international markets as early as this year, depending on regulatory approvals.
January 2025: KT&G’s annual heated tobacco volume reaches 15 billion sticks
KT&G’s heated tobacco platform, lil has established itself as a key player in the NGP market despite starting out as a latecomer. Lil maintains its leadership in the South Korean heated tobacco market since overtaking Philip Morris International (PMI)’s IQOS platform in Q1 2022. Moreover, lil is available in around 30 countries through a global distribution agreement with PMI. Recently, KT&G announced its intention to strengthen its independent NGP distribution capabilities in overseas markets and foster its international NGP business as a mid-/long-term growth driver.
Technological competitiveness and rapid product advancements helped expand the platform’s influence beyond the domestic South Korean market and into the overseas markets. Lil platform has three separete product lines: lil Solid, lil Hybrid, and lil Able. Since its launch, Lil has undergone 14 device upgrades and new product releases over the past nine years. The third generation of lil Solid and lil Hybrid are currently in the market while lil Able was upgraded to 2.0 Plus in less than three years of its launch. Moreover, lil platform features a total of 40 stick variants to cater to diverse consumer preferences.
Protective patent strategy is at core of technological competitiveness. KT&G established a dedicated intellectual property organization in 2016, expanded its research workforce, and continued to invest in the electonic nictoine delivery systems. The number of patent applications related to NGPs has surged from 80 in 2017 to 4,694 over the past three years (2022-2024).
In 2024, KT&G’s heated tobacco sales volume reached 14.5 billion sticks (i.e. 12.9% of the total global volume) and the lil platform grossed ₩784 billion (US$580 million) in revenue. In 2025, KT&G is set to report c.15 billion sticks sales volume (versus 0.04 billion sticks in 2017) and c.₩850 billion revenue in the heated tobacco category.
September 2023: KT&G launches lil SOLID 3.0, featuring boost mode and smart-on functionality
Lil Solid 3.0 is introduced as an upgrade to lil Solid 2.0, launched in 2020, in terms of user eperince and device design. The new device comes with two use modes: normal and boost. Normal mode replicates the same sensorial experience as the lil Solid 2.0. Boost mode increases the vapour volume and offers a stronger impact. Thanks to the “smart-on” functionality, lil Solid 3.0 detects the tobacco stick and automatically starts the heating as the stick is inserted into the device. Moreover, the “fast charging” option allows the device to be charged up to 50% within 40 minutes.
Lil Solid 3.0 is available in four colors: Galactic Blue, Satin Silver, Midnight Green and Stella Red. With a round design and aluminium finishing, lil Solid 3.0 aims to provide a sophisticated, luxurious look & feel. The devices will be first sold at five lil brand stores and online. In the following two months, the distribution will be expanded to about 1,000 lil points nationwide. The recommended retail price for lil 3.0 Solid is ₩88,000 won (US$66).
September 2024: KT&G launches “lil Hybrid 3.0 Cargo Container Edition”
KT&G launches “lil Hybrid 3.0 Cargo Container Edition”‘ in collaboration with Cargo Container, a camping brand for campers who want to escape from the complexity and hustle of urban life and embark on their own journey into the rugged wilderness.
The product was first introduced on August 26 in the five lil flagship stores and on the online store. Based on the positive consumer response, the number of sales locations has been expanded since then to 3,700 nationwide. The limited edition comes in two colors, Sand Beige and Wild Khaki, and upon purchase, a cargo container mini lantern and camping ring of the same color are presented as a gift. The recommended retail price for lil Hybrid 3.0 Cargo Container Edition is ₩99,000 (US$74).
