A man walked into a luxury store in casual clothes. A staffer blocked the way, saying, "This isn't a place for someone like you to buy things." After a brief scuffle, the man took off his coat, revealing a vest with the SK hynix logo. The staffer immediately changed tone, saying, "Hynix god." It's a scene that recently went viral on Coupang Play's "SNL Korea."
As SK hynix keeps posting record results, online "memes" about the company are pouring out. With search volume surging and reactions spilling over into hiring and job changes, some inside the company say the attention feels excessive and burdensome.
◇ SK hynix vest becomes the best blind-date look
According to online communities on the 29th, the most representative meme is the SK hynix logo vest. One post paired a photo of a man wearing the vest with the caption, "The best blind-date look in South Korea right now." Comments included, "Where can I get the vest?" and "This year's most popular fashion item."
Parody images made with generative artificial intelligence (AI) are also spreading. Photos being shared include one showing expensive imported cars packed into an SK hynix parking lot and another that changes a cram school banner's "eui-chi-han-yak-su class (short for medical, dental, Korean medicine, pharmacy, and veterinary schools)" to "eui-chi-han-yak-su-semiconductor." It's a satirical take on SK hynix's elevated status amid the AI semiconductor boom.
Online interest naturally shifted to talk of hiring and compensation. Posts asked, "Should I try applying now for an experienced-hire opening at SK hynix?" and "Isn't this the last chance to switch to the semiconductor industry?"
Search volume has also surged. According to Naver Search Trends, searches for "SK hynix" are at their highest level since Oct. 2020 across all age groups. Back then, its acquisition of Intel's NAND unit made headlines. Among people in their 40s and older, this year marks the highest search level.
Expectations for earnings are behind the meme craze. SK hynix is setting record-high results amid a semiconductor supercycle, and rising expectations for bonuses are cited as drivers of the meme boom. SK hynix booked 3.76103 trillion won in operating profit (preliminary) in the first quarter alone.
The company's full-year operating profit forecast has also more than doubled, from 10.28 trillion won early in the year to 24.18 trillion won now. SK hynix pays a performance-sharing (PS) bonus funded at 10% of annual operating profit. That means employees' expected bonuses have risen by that much.
◇ Employees say, "We welcome the interest, but bonus questions are a burden"
Inside SK hynix, the heightened interest is mostly welcomed. But some employees say the excessive expectations and attention feel burdensome. In particular, there is frustration that the size of bonuses is exaggerated or differs from actual take-home pay after taxes. (☞"Record bonuses" for SK hynix employees: how much after taxes?)
An SK hynix employee with five years at the company, identified as A, said, "It's naturally good that interest has grown because the company is doing well," but added, "It can be honestly awkward when everyone I meet asks how much bonus I got."
An eight-year employee, identified as B, said, "Given the nature of the semiconductor sector, there are boom times, but there can be slumps at any time," adding, "People around me talk only about a rosy future, which sometimes makes me wonder, 'Will things really keep being fine?'"
Some employees' family members also say they feel worn out. A civil servant, identified as A, whose husband works at SK hynix, said, "In conversations, my husband's company has become a hot topic much more often," adding, "Every time I hear, 'How much did he get in bonuses?' 'You can live comfortably now,' or 'Aren't you moving to a new home?' I feel embarrassed and burdened."