The Premiere Brand “7.27”

The "7.27" brand, derived from the "Day of Victory in the Great Fatherland Liberation War," serves as a means to legitimize Kim Jong-un's regime.

It has come to light that North Korea's "7.27" cigarettes, which Kim Jong-un is known to favor, cost over 90,000 Korean won per pack. The significance of "7.27" lies in its representation of the ruling means of victorious leaders, commemorating the Day of Victory in the Great Fatherland Liberation War (July 27th), a date that North Korea claims as its victory over the United States. These cigarettes, labeled as "7.27," are sold for $80 (approximately 91,000 won) per box in foreign currency stores located in major cities like Pyongyang and the Sinŭiju duty-free shop. In Chinese currency, they are priced at 560 yuan. Chinese individuals who have experienced smoking "7.27" cigarettes compare their taste and aroma to the renowned Chinese brand "Chunghwa." Although they may be perceived as somewhat stronger than Korean cigarettes, they enjoy popularity among Chinese smokers due to their preference. These cigarettes contain 0.7mg of nicotine and 10mg of tar.

7.27 Cigarettes / Frequently smoked by Kim Jong-un and senior officials. The name is derived from the Day of Victory in the Great Fatherland Liberation War, observed on July 27th. /KBS

Moreover, Kim Jong-un's "the 1st Car" bears the distinct number "7,27598." The initial three digits, 727, represent the signing date of the Armistice Agreement, while 59 signifies the date of the inauguration of the Workers' Party of Korea (WPK) Chairman, which took place on May 9th. The final digit, 8, symbolizes Kim Jong-un's own birthday. This practice is reminiscent of the era of Kim Jong-il, where the number 216, representing his birthday, was employed in various symbolic locations associated with Kim Jong-il, including gift vehicles.

Photo by Korean Central Television (March 10, 2019) / Kim Jong-un's Mercedes-Maybach with the number "7•27598" on the license plate / Source: KBS

The 7.27 brand is promoted through North Korean propaganda songs such as "Our 7.27," "Victory on 7.27", “7.27 March” and others, establishing it as a symbol of triumph for the North Korean people and serving to legitimize the three-generation power succession.

North Korean propaganda songs "our 7.27" and the "Victory on 7.27" parade, commemorating the Day of Victory in the Great Fatherland Liberation War / Korean Central Television