North Korean cigarettes known as “7.27” — favored by leader Kim Jong Un — are gaining popularity in parts of China’s Liaoning province despite costing four to six times more than regular Chinese cigarettes.
A Daily NK source in China said recently that “7.27 cigarettes from North Korea are selling well here even though they cost several times more than Chinese cigarettes,” adding that “people without economic means find the price burdensome.”
According to the source, North Korean 7.27 cigarettes are currently selling for 500 yuan (about $69) per carton in Dandong and Shenyang in Liaoning province. That’s up to six times more expensive than regular Chinese cigarettes, which sell for 80-120 yuan per carton.
At 500 yuan per carton, the price matches premium Chinese cigarettes, with affluent consumers primarily seeking out the 7.27 brand.
“There are cigarettes here that cost over 500 yuan per carton, but people usually smoke 10-yuan packs (100 yuan per carton),” the source said. “But 7.27 cigarettes are rumored to be what Kim Jong Un smokes, so wealthy people buy them out of curiosity.”
The cigarettes come in two varieties — dark red and light gray packaging — with the light gray version being more popular and expensive as the premium option.
“People who’ve tried them say they ‘don’t disappoint,’ ‘worth the money’ and ‘no wonder Kim Jong Un smokes these,'” the source said.
The marketing effect of being associated with Kim Jong Un and the cigarettes’ scarcity appear to be the main factors driving the premium pricing.
Some Chinese have favorable image of Kim Jong Un
The name “7.27” refers to July 27, the date of the Korean War armistice agreement. North Korea calls this day “Victory Day in the Fatherland Liberation War” and celebrates it annually. The cigarette packaging includes the war years 1950-1953, showing how North Korea uses tobacco products for regime propaganda.
“North Korean cigarettes have been smuggled over and sold here for a long time,” the source said. “Premium cigarettes like 7.27 used to require special requests to import, but now they’re trickling in through illegal trade.”
The source added that “some Chinese people say everything is free in North Korea and it’s a good place to live, and they have a favorable image of Kim Jong Un,” which may explain “their strong curiosity and desire to buy North Korean cigarettes, especially 7.27.”
In North Korea, the light gray 7.27 cigarettes are also classified as premium and primarily used for bribes. Ordinary citizens cannot obtain these cigarettes even on special occasions like holidays.
