Global Editions by Dunhill redefines consumer identity, sensory experience

A rapidly growing trend in Korea, “chugumi,” combines the words for “pursuit” and “beauty” to describe a new consumer mindset. Driven by the desire for self-expression, today’s consumers are seeking products that reflect their values, aesthetics and aspirations — not just functional benefits. Consumption has become a way to communicate personal identity, with taste and design playing pivotal roles in defining who they are. This shift is transforming industries as brands increasingly focus on delivering emotional and sensory value. Products are no longer judged solely on utility; instead, they are expected to offer bold flavors, thoughtful design and compelling storytelling. The result is a marketplace where sensory experiences are essential to connecting with consumers’ lifestyles and dreams. Recognizing this evolution, BAT Rothmans launched Global Editions by Dunhill in May. Inspired by Korean consumers’ search for daily escape and refreshment, the brand is themed around travel and exploration. The lineup features three varieties: the New York Edition, Paris EditioWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times