September 2026: South Korea Sees 30% Drop in Traditional Smoking as E-Cigarette Use Doubles Over a Decade
As conventional cigarette smoking in South Korea drops by nearly 30% (from 23.9% to 17.0%) over the past decade, overall consumer habits are shifting rapidly toward e-cigarettes and heated tobacco. Between 2016 and 2025, e-cigarette usage more than doubled, climbing from 2.3% to 4.8%, while heated tobacco product usage reached 7.3%.
According to new government data, overall tobacco product usage in 2025 rose slightly year-over-year to 36.3% among men (up 0.3 percentage points from 2024) and 8.6% among women (up 1.7 percentage points). Conventional cigarette smoking rates stood at 28.0% for men and 5.5% for women; while male cigarette smoking remained relatively flat, female smoking rose by 1.3 percentage points. While alternative nicotine product usage held relatively steady compared to 2024 levels, the decade-long trend highlights a clear structural shift in consumer preferences.
The findings come from the 2025 Korea National Health and Nutrition Examination Survey, conducted by the Korea Disease Control and Prevention Agency. The nationwide study sampled approximately 10,000 individuals aged 1 and older across 4,800 households in 192 regions through medical examinations, interviews, and self-administered questionnaires.
May 2026: Heated Tobacco & E-Cigarette Surge and Multiple Product Use Offset Declines in Conventional Smoking in South Korea
In recognition of World No Tobacco Day, the Korea Disease Control and Prevention Agency (KDCA) released an in-depth analysis based on the 2025 Community Health Survey, which evaluated the health behaviors of approximately 230,000 adults nationwide. The data reveals that while the current adult smoking rate for conventional cigarettes in South Korea dropped to 17.9%, marking a decrease of 1.0 percentage point compared to the prior year, overall tobacco consumption is not seeing a significant decline.
This stability is driven by a steady surge in alternative options; last year, the current usage rate for heated tobacco products rose to 6.3% following a 0.3 percentage point increase, while liquid-type e-cigarette usage reached 4.5% after a 0.5 percentage point increase. Over the past seven years since statistics on electronic tobacco usage began in 2019, consumption of heated tobacco products has surged by 90.9% and liquid-type e-cigarettes have grown by 73.1%. Concurrently, the rate of smokers attempting to quit decreased by 6.2pp from 46.8% in 2020 and 2.0pp from 42.6% in 2024 to 40.6%, in 2025 highlighting a clear trend where individuals are shifting their habits to electronic tobacco alternatives rather than abandoning nicotine altogether.
The expansion of electronic tobacco products shows distinct differences based on demographics, heavily led by young adults and women. Compared to 2019 figures, the use of heated tobacco products among individuals in their 20s witnessed the steepest rise, soaring by 104.7% as rates climbed from 4.3% to 8.8%. Similarly, liquid-type e-cigarette consumption climbed by 71.4% among people in their 30s and by 58.0% among those in their 20s. The upward trajectory is also highly pronounced among female smokers, whose usage of heated tobacco products escalated by 180.0% over the seven-year period – moving from 0.5% to 1.4% -which vastly outpaced the 52.5% growth rate observed in men. Women’s liquid-type e-cigarette usage also climbed by 140.0%. While young women in their 20s recorded a conventional cigarette smoking rate that was only 23.1% that of men, their electronic consumption rates came much closer to male figures, standing at 31.3% for heated tobacco products and 40.5% for liquid e-cigarettes.
Furthermore, dual and multiple tobacco consumption has become highly prevalent, with 21.3% of current tobacco users consuming more than one type of product simultaneously, meaning more than one in five smokers are mixed-product users. This behavior is concentrated heavily in younger cohorts, tracking at 8.8% for individuals in their 20s, 7.5% for those in their 30s, and 6.1% for those in their 40s.
Clear geographic and socioeconomic dividing lines also emerged across the country. North Chungcheong Province recorded the highest overall current tobacco usage rate at 24.7%, followed closely by Gangwon Province and South Chungcheong Province, which both stood at 23.8%. In contrast, the lowest consumption rates were logged in Sejong at 17.3% and Seoul at 19.7%. Looking at specific municipalities, Jeongseon County in Gangwon recorded the nation’s highest conventional smoking rate at 29.8%, Ilsandong-gu in Goyang City held the highest heated tobacco usage at 9.7%, and Pocheon City logged the highest liquid e-cigarette rate at 7.3%. Generally, areas with elevated conventional cigarette usage featured an older average population age and lower relative incomes, while regions showing a high preference for electronic tobacco products typically correlated with higher average monthly household incomes.
Commenting on these shifts, KDCA Commissioner warned that multiple product users face stronger nicotine dependence and a wider matrix of chemical exposure, urging local governments to implement customized and integrated tobacco control frameworks tailored to these changing regional and age-based patterns.
December 2025: Smoking Prevalence Declined to 17.9% in South Korea
The Korea Disease Control and Prevention Agency (KDCA) announced that smoking rate decreased by 1pp in one year to 17.9% (c. 8.2 million people). Meanwhile, electronic nictoine delivery device use increased by 0.6pp to 9.3%. The tobacco (nicotine) product use rate decreased 0.5pp to 22.1%, including the dual/poly-use of cigarettes, e-cigarettes and heated tobacco products. Regional differences in tobacco product use are evident, ranging from 17.3% in Sejong City to 24.7% in the North Chungcheong Province.
Transformation to new nicotine products is in full swing in South Korea: in 2019, total tobacco (nicotine) user was 21.7% – or, 0.5pp lower than the latest figure. The increase is driven by c.82% growth in electronic nictoine delivery device use more than offsetting 12% decrease in smoking.
November 2025: South Korea will Mandate Disclosure of Harmful Cigarette Ingredients
The Ministry of Health & Welfare and the Ministry of Food & Drug Safety announced that “Tobacco Harmful Ingredients Management Act” took effect on November 1, 2025. The core provision of the Act is that tobacco manufacturers and importers must analyze and report harmful ingredients in cigarettes; results will disclosed publicly. Moreover, tobacco manufacturers and importers must undergo inspections every two years. Accordingly, they must request inspections by January 31, 2026, within three months of the law’s implementation. The Ministry of Food and Drug Safety expects inspections to conclude around July 2026. Failure to comply with the new requirements could result in product recall & destruction, subsequent to initial corrective orders.
Currently, cigarette packs display only the nicotine and tar content. The Government plans to disclose the harmful ingredients as well as their toxicity, carcinogenicity, and other effects on the human body. The list of harmful ingredients subject to testing and the testing methods will be specified by the Ministry of Food & Drug Safety later this month.
September 2025: KT&G Launches ESSE Change Sun, a New Ultra-slim Cigarette
ESSE Change Sun is the new product in KT&G’s ESSE Change line, the world’s first to apply capsules to ultra-slim cigarettes. ESSE Change Sun allows users to enjoy a variety of tastes depending on their preferences and its unique odor-reducing technology reduces the odor left behind after smoking (- advertised with the “Smell Care: Less Cigarette Smell in Your Breath” tagline). The packaging of ESSE Change Sun uses orange tones on a white background to express the unique flavor and aroma of the product. The tar and nicotine content are 1.0 mg and 0.10 mg, respectively, and the retail price is ₩4,500 (US$3.2) per pack.
First launched in 2013, ESSE Change line-up features a total of 13 products – including ESSE Change 1mg, ESSE Change 4mg and ESSE Change Frozen. ESSE has been selected as the top brand in the tobacco category in the National Brand Competitiveness Index for 16 consecutive years.
May 2025: Philip Morris International Launches Marlboro White in South Korea
Philip Morris International (PMI) released Marlboro White cigarettes nationwide in South Korea as the first launch market. Marlboro White is the first 1mg tar (ultra-low tar) Marlboro cigarette in regular tobacco flavor and complements PMI’s flavored 1mg tar cigarette line-up, which includes Marlboro Ice Blast One and Marlboro Hybrid One. It is also the first 1mg tar Marlboro cigarette variant with Smoke Smell Control (“smell reduction”) techonology. Marlboro White alleviates the smell that lingers on the hand by applying special paper and scent panels that do not affect the taste of the cigarette.
The Marlboro regular flavor product portfolio included products in higher tar levels in South Korea: Silver (3 mg), Gold/Medium (6 mg) and Red (8 mg). With the introduction of Marlboro White, PMI extended its regular tobacco flavor offering to the ultra-low tar segment in the wake of increasing consumer interest in 1-1.5 mg products in modern packaging. Recently, other major tobacco companies also released new cigarette products in this segment. Last month, KT&G introduced Esse Noir, a 1mg tar cigarette that is the first to use black cigarette paper. Earlier this month, BAT Rothmans introduced Global Edition by Dunhill cigarettes which include a 1.5mg tar product in its lineup and is characterized by a refreshing scent that spreads when the top of the package is rubbed.
May 2025: British American Tobacco Launches Global Editions by Dunhill in South Korea
British American Tobacco (BAT)’s South Korean subsidiary, BAT Rothmans, announced the global launch of a new cigarette brand, Global Editions by Dunhill, with South Korea as the first launch market. The release marks the debut of Dunhill’s first-ever sub-brand. Inspired by three of the world’s most iconic cities – New York, Paris and London – the Global Editions aim to capture the spirit of travel and the allure of brief escapes from everyday life. The product is designed to reflect the flavor and design preferences of the South Korean consumers.
The Global Editions line includes two King Size products – the New York Edition and the Paris Edition – each featuring a dual capsule system and delivering distinctive flavor combinations. The London Edition, a Fine-Cut Super Slim cigarette, offers a crisp, single-capsule experience. Tar/nicotine levels are 3mg/0.2mg in the King Size variants and 1.5mg/0.1mg in the Super Slim variant.
The product packaging is developed through a collaboration with South Korean art directors, designers and 3D artists and features a “Fresh Zone” at the top of the pack that releases a refreshing scent when rubbed. The three editions will be available at c-stores and tobacco retailers nationwide at a retail price of ₩4,500 ($3.22).
April 2025: KT&G Launches Esse Noir
KT&G announced that 5 cigarettes, including Esse Classic, Raison Whiba Ice Tundra, Raison Fit Icing and Raison Sun Presso, will be discontinued by June 2025. KT&G discontinues the products in order to improve the product portfolio efficiency (i.e. eliminate slow-moving products in a declining market). KT&G is the distant market leader in the South Korean cigarette market with 66.7% market share in 2024 and offers a portfolio of about 100 cigarette products. Cigarette sales declined by 4% to 59.2 billion sticks in 2024, according to the KT&G figures.
Seperately, KT&G announced that it will launch a new ultra-slim premium cigarette called Esse Noir, the only product in the South Korean market with black cigarette paper. Virginia-blend Esse Noir is a 1mg tar, 0.1mg nicotine (ultra-lights) cigarette and will retail at ₩5,000 ($3.5).
December 2024: South Koreans are Increasingly Shifting from Cigarettes to New Nicotine Products
A nationwide survey, conducted by the Disease Control & Prevention Agency among 230,000 adults at 258 public health centers, revealed that smoking dropped rate dropped by 1.4pp to 18.9% in South Korea. Meanwhile, the heated tobacco and e-cigarette use increased by 0.6pp to 8.7%. The overall nicotine product use increased 0.4pp to 22.6% – implying that 5% of the adults both smoke and use new nicotine products. In South Korea, 39.7% of the adult men and 5.2% of the adult women use a nicotine product.
August 2024: Philip Morris International (PMI) Launches “Marlboro Vista Garden Splash”
Philip Morris International (PMI) announced that it will launch its new “Marlboro Vista Garden Splash” product on August 26, 2024.
The “Garden Splash” will be the first 1mg super-slim double-capsule product in the Marlboro Vista series. It is designed to provide a “fresh” sensorial experience. Moreover, a scent panel is added to reduce the smoke smell. Recall that tobacco odor reduction is a key field of technological advancement in conventional cigarettes.
The Marlboro Vista Garden Splash will be available nationwide at c-stores and general retail from August 26. The recommended retail price is ₩4,500 won ($3.4).
Launched in 2021, “Marlboro Vista” series has expanded into a family of six products – including “Tropical Splash” which leads the double-capsule cigarette segment in terms of sales volume. PMI aims to further strengthen its position in the segment with the addition of “Garden Splash”.
While PMI is in a neck & neck competition with KT&G for the category leadership in heated tobacco in South Korea, launch of Marlboro Vista Garden Splash underlines PMI’s meticulous efforts to hold on to its position in conventional cigarettes – despite the aggressive “transition to smoke-free” targets publicized.
June 2024: KT&G Discontinues the Micro-slim ESSE Change Icefall Cigarettes
KT&G discontinues the micro-slim “ESSE Change Icefall” cigarettes that were launched in March 2023. Manufactured with the proprietary odor reduction technology, ESSE Change Icefall contains 29.9% “Ice Leaf”‘ (i.e. a leaf tobacco that is freeze-dried at -78.5°C). It is also the thinnest cigarette sold in South Korea, with a diameter of 4.7mm. The ESSE Change Icefall was the third micro-slim added to the ESSE lineup after the ESSE Change Lean (2017) and ESSE Change Gram (2021). KT&G’s discontinuation decision aims to streamline the portfolio in the declining combustible segment and direct the resources towards the growing heated tobacco segment.
All across the world, tobacco majors are shifting their innovation and commercial investments from traditional to next generation products. The global market leader, Philip Morris International, allocated 99% of its R&D expenditure and 74% of its marketing spending in smoke-free products in 2023.
January 2024: Cigarette Sales Dropped to 3 Billion Packs in 2023 in South Korea
Total cigarette sales in South Korea inched down in 2023 for the first time in four years as the heated tobacco growth failed to compensate for the decline in traditional cigarette volume1. South Koreans purchased 3.61 billion packs (72.2 billion sticks) in 2023: down -0.6% from 3.63 billion packs (72.6 billion sticks) in 2022.
Traditional cigarette volume fell 2.8% to 3 billion packs in 2023, heated tobacco volume increased 12.6% to 610 million packs. The weight of heated tobacco in total sales is up to 16.9% in 2023 from 2.2% in 2017, 10.5% in 2019 and 12.4% in 2021.
Duty-free sales surged 60.7% to 140 million packs (2.8Bn sticks) in 2023 in line with the growth in the number of tourists. All together, tobacco sales went up +0.8% to 3.74 billion packs in 2023, marking the second consecutive year of growth.
In an effort to reduce smoking, the government raised the price of cigarettes by 80% in January 2015 from ₩2,500 per pack to ₩4,500. In 2021, the Ministry of Health announced a plan to raise the price further to around ₩8,000 won over the next decade.
