‘HBM Chips’ jointly launched by SK hynix and 7-Eleven. Provided by SK hynix

SK hynix said on the 26th that, together with convenience store 7-Eleven, it has launched a semiconductor-themed snack product, ‘Honey Banana-flavored HBM Chips (Chips)’.

HBM Chips is an abbreviation of ‘Honey (Honey) Banana (Banana) Mat (taste) Chips’. The company intentionally used a double meaning that evokes high-bandwidth memory (HBM) for AI, where it leads the global market, as well as chip(Chip) meaning semiconductors.

The product is made in a square shape modeled after a semiconductor chip. SK hynix explained, “It features savory corn chips with honey-banana-flavored chocolate, offering a gentle choco-banana aroma that spreads the more you chew.” It is available at 7-Eleven stores nationwide. An event is also being held that offers various prizes, including a first prize of 10 don of gold, for those who enter using the serial number on the enclosed sticker card.

SK hynix planned this product so that the general public can feel more familiar with semiconductors. The company said it is “an attempt to go beyond the image of a rigid business-to-business(B2B) technology company and take a step closer to the public,” adding that “the goal is to enable people to naturally think of semiconductors and our company within the enjoyable experience of eating snacks.”

The company also plans to unveil a character personifying the HBM product next month. This character is based on a universe described as ‘a humanoid(human-shaped robot) equipped with the latest HBM chip’. Going forward, the character will be used across various channels, including social media, YouTube, merchandise, and experiential programs.

SK hynix said it will “continue brand innovation that connects semiconductor technology, once considered highly specialized and difficult, with enjoyable everyday experiences.”