Do Shimano STIs take special cables / housings? I am building my first bike with them. I have some Tiagra 9sp shifters i am going to use.

I have read that Jagwire will work but some say they dont work well. DO i need a special shimano cable kit for good performance or is that just marketing to get you to spend more money on shimano? IT seems the PFTE cables are the ones you want. Perhaps this is a shimano technology?