Seven-Eleven said on the 26th that it has teamed up with SK hynix to launch a private-label product that reimagines an HBM (High Bandwidth Memory) semiconductor chip as a snack.
This is the first time the convenience store industry has collaborated with semiconductor corporations. It is the result of Seven-Eleven's push to offer a fresh consumer purchase experience through a cross-industry collaboration and SK hynix's need to expand customer touchpoints.
The product released this time is the Seven Select honey banana flavor HBM chip, which commercializes SK hynix's HBM chip as a snack. The HBM chip is a High Bandwidth Memory (HBM) semiconductor for artificial intelligence (AI), first developed by SK hynix in 2013.
Using wordplay, it is presented as a honey banana flavor (Honey Banana Mat, HBM) chip (Chip), and a square shape was implemented to recall an HBM chip. The features of HBM, such as fast data processing speed and nanometer-level precision, are captured in the taste and shape, respectively.
The product packaging features SK hynix's semiconductor humanoid character. One of 30 character stickers is randomly included, and a promotion is underway in which customers can enter by submitting the number printed on the back of the sticker through the Seven application (app).
Seven-Eleven plans to unveil an ad campaign to coincide with the product launch date. The ad will feature a concept in which the character introduces a new HBM (honey banana flavor HBM chip) at an SK hynix new product announcement event.
Park Seon-gyeong, the merchandise director in charge of Seven-Eleven's snack team, said, "We wanted to design a brand experience beyond a simple treat by layering the story of a high-tech industry onto an everyday consumer good like a snack," and added, "We will continue to break down boundaries between sectors and delight customers with unexpected combinations, expanding the realm of unique foods."