Inside the lil archive exhibition space. [KT&G]
Inside the lil archive exhibition space. [KT&G]

KT&G has opened a brand exhibition space called "lil archive," chronicling the growth and future vision of its heated-tobacco brand lil, at the lil Minimallium KT&G Tower store in Daechi-dong, Seoul, the company announced Thursday.

The lil archive is an experiential space that brings the brand's development journey and product philosophy to life across nine themed zones, including sections titled "Next Chapter" and "Beyond Borders."

Visitors can explore lil's development history through device displays and introductory videos, with each platform's design story and key features presented throughout the exhibition.

"The lil archive captures lil's journey of change and innovation as the brand enters its 10th year since launch," a KT&G official said. "We will continue to deliver new value to consumers and grow lil into a brand loved in global markets."

Meanwhile, KT&G has expanded its product portfolio to three platforms since launching lil SOLID in 2017, adding lil HYBRID and lil AIBLE, with more than 30 dedicated stick varieties currently available. The lil brand has won the heated-tobacco category at the Brand of the Year Awards, hosted by the Consumer Forum, for eight consecutive years. Its domestic market share stood at 48 percent as of the second quarter of this year.


andy@heraldcorp.com