KT&G Expands Heated Tobacco Business in Kazakhstan with FLEX and FAIIM Launch

KT&G, the South Korean tobacco company, is bolstering its presence in Kazakhstan's growing market for next-generation tobacco products (NGP) by launching its FLEX heated tobacco device and FAIIM tobacco sticks, according to a report on November 9th. These products are locally adapted versions of KT&G's domestic lil AIBLE device and AIIM tobacco sticks. The launch initially took place in Almaty, the country's largest city, with plans to expand distribution nationwide.

To cement its local foothold, KT&G has opened a FLEX flagship store in Almaty's Forum Mall. This store serves as an offline information hub and customer service center for the new brand. The company's strategy involves leveraging its existing conventional cigarette business in Kazakhstan, which is operated through a local subsidiary, to diversify its product offerings.

A significant part of KT&G's approach in Kazakhstan is its manufacturing infrastructure. In April 2025, the company completed construction of a tobacco manufacturing facility in the country, covering 52,000 square meters and boasting three production lines with an annual capacity of 4.5 billion cigarettes. This plant is designed as a strategic production hub for the broader Eurasian market.

KT&G's Kazakhstan launch is part of a broader plan to expand its global NGP business. The company aims to enter new markets and strengthen its growth momentum through differentiated product offerings tailored to local conditions. A KT&G official stated, "The launch of FLEX and FAIIM in Kazakhstan represents a new starting point for our global NGP expansion. We will continue entering markets where we have not yet established a presence and strengthen the growth momentum of our global NGP business."