Seoul: SK hynix Inc., a leading high bandwidth memory (HBM) chipmaker, announced the launch of a new snack shaped like an HBM chip in collaboration with convenience store chain 7-Eleven. The snack, named Honey Banana Mat HBM Chips, is now available at 7-Eleven outlets across the country. The term "Mat" means "flavor" in Korean.

According to Yonhap News Agency, the snack consists of square corn chips designed to resemble semiconductor chips, coated with honey- and banana-flavored chocolate. SK hynix plans to further engage consumers by releasing HBM-themed character figures next month, featuring humanoids powered by HBM chips.

The initiative aims to make semiconductors more relatable and approachable to the general public. "The goal of this project is for consumers to naturally associate semiconductors and our company with the joyful experience of eating snacks," SK hynix stated. The company emphasized its commitment to brand innovation by connecting the typically specialized and complex field of semiconductor technology with enjoyable, everyday experiences.