SK Hynix Launches Novel Marketing Campaign with Edible 'HBM Chips'

(Seoul=Yonhap Infomax) Young Sook Yoon = SK Hynix Inc., a leading South Korean memory chipmaker, has introduced a semiconductor-themed snack product in a bid to make its advanced memory technology more accessible to the general public.

On the 26th, SK Hynix announced it will begin selling 'Honey Banana Flavor HBM Chips'—developed in collaboration with convenience store chain 7-Eleven—at stores nationwide.

The product name 'HBM Chips' is a play on words, standing for 'Honey Banana Mat Chips' (with 'mat' meaning 'flavor' in Korean), while also referencing 'HBM' (High Bandwidth Memory), a key technology in the AI memory market, and 'chips' as in snack chips.

The snack features square-shaped corn chips coated with honey banana-flavored chocolate, designed to resemble semiconductor chips.

Customers who purchase the product can participate in a promotional event by entering the serial number on the included sticker for a chance to win various prizes, including 10 don (approximately 37.5 grams) of gold.

SK Hynix stated, "This initiative is aimed at making semiconductors feel more familiar to the general public," adding, "It is a meaningful attempt to move beyond the image of a rigid B2B technology company and take a step closer to consumers."

The company also plans to unveil a brand persona character personifying HBM next month. Based on the concept of a 'humanoid equipped with the latest HBM chip,' the character will be featured across social media, YouTube, merchandise, and experiential programs.

An SK Hynix official commented, "The goal of this project is to ensure that consumers naturally associate semiconductors and our company with enjoyable experiences, such as eating snacks," adding, "We will continue to drive brand innovation by connecting what was once considered complex and technical semiconductor technology with fun, everyday experiences."

ysyoon@yna.co.kr

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