SK hynix said on the 26th that it released a semiconductor-concept snack, "Honey Banana Flavor HBM Chips," in partnership with the convenience store chain 7-Eleven.
According to SK hynix, the product was planned to help the general public feel more familiar with semiconductors, and it is an attempt to expand points of contact with the public beyond the image of a technology-centered B2B corporations.
"HBM Chips" is short for "honey banana flavor chips," and it plays on the double meaning of AI memory "HBM" and semiconductor "chip." The product is made in a square shape modeled after a semiconductor chip and features corn chips coated with honey banana-flavored chocolate. It will be sold at 7-Eleven stores nationwide, and a promotion will run in which customers can enter using the serial number on the enclosed sticker card to win prizes, including 10 don of gold.
After this product launch, SK hynix plans to unveil a brand persona character that personifies the HBM product sometime next month. The character will be created based on a universe of a "humanoid equipped with the latest HBM chip" and will later be used on official social media, YouTube, merchandise, and experiential programs.
An SK hynix official said, "The goal is to help consumers naturally think of semiconductors and the company through the experience of eating snacks," adding, "We will continue brand activities that connect semiconductor technology, once seen as professional and difficult, with everyday experiences."