The strategic targeting of females by transnational tobacco companies in South Korea following trade liberalisation

Table 3 Percentage share of foreign brand market in South Korea (1994–1998)

	Brand	1994	1995	1996*	1997	1998 (Jan)
1	Mild Seven Light	39.0	45.3	26.6	24.9	31.8
2	Virginia Slims	19.6	18.8	26.0	32.9	20.2
3	Marlboro Light	11.0	9.0	12.8	10.3	7.5
4	Marlboro Medium	4.0	4.5	7.9	8.6	6.5
5	Dunhill Light	2.5	5.3	5.2	5.4	8.1
6	Marlboro Led	3.9	3.4	4.2	3.9	4.4
7	Virginia Super Slims	1.8	0.1	2.0	2.5	5.4
8	Finesse	3.9	3.1	3.4	2.5	3.9
9	Philip Morris Super Light	1.7	1.4	2.1	1.8	1.4
10	Salem Light	0.8	1.4	1.5	1.2	2.0

* The decline in the market share of several foreign brands between 1996 and 1998 can be explained by the Asian economic crisis during this period. The crisis led to a large outflow of investment and foreign currency from South Korea, increasing the price of foreign goods. Since 2000, the Korean economy has recovered and market share by foreign brands have steadily increased.
Source: Data from South Korea, Ministry of Finance and Economy, 1998 as quoted in Yoon YH. Tobacco Market Opening and Tobacco Industry Analysis in South Korea. Masters thesis, Korea University, Seoul; 1998.