KT&G targets Central Asia with launch of FLEX in Kazakhstan

Korea's top tobacco manufacturer, KT&G, is set to expand its advanced tobacco offerings in Central Asia by introducing its FLEX heated tobacco device and FAIIM sticks in Kazakhstan. The company announced this move in October, signifying its direct entry into the heated tobacco market of Kazakhstan. FLEX and FAIIM are locally branded iterations of KT&G's lil AIBLE device and AIIM tobacco sticks, which are already popular in the Korean market.

Currently, these products are only available in Almaty, the largest city in Kazakhstan, with plans for a broader distribution network in the future. To cater to the local market, KT&G has also established a FLEX flagship store at Forum Mall, a prominent shopping center in Almaty. This store aims to enhance the brand's relationship with local consumers by providing information about the product, offering customer consultations, and delivering other services designed to educate and engage.

This launch is part of KT&G's overall strategy to broaden its next-generation products (NGP) business internationally, following the establishment of an independent commercialization unit.