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Until most recently the company preferred to stay under the radar with its product, though, simply because it wasnt ready for a large-scale public launch. Optimizing it for the cigarette filter business has only taken place over the last couple of years and we didnt really concentrate on branding and extensive marketing, Gawley explains

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The company said the brand is designed specifically with Korean consumers in mind, reflecting their tastes in both flavor and design

Light cigarettes offer a softer, more subtle flavour profile thats easier on the throat and less likely to cause coughing or irritation