[Edaily Reporter Han Jeon-jin] I’ll try anything and report back to you. I’m interested in both new products and those making a comeback. I avoid simple reviews. I’ll also explain why they’re popular and why they were launched. I’ll try everything from gum to steaks at high-end restaurants. If there’s food, I’ll go anywhere. These are “self-funded” reviews where I use my own salary. <Editor’s Note>

“Have you tried HBM?”

In the semiconductor industry, that might sound like a ridiculous question. But on the 5th, on the streets of Hongdae in Seoul, it actually became a reality. This is because the snacks that Jensen Huang, CEO of NVIDIA, handed out to citizens while shouting “More HBM” during a “soju-and-beer gathering” with the heads of major Korean companies have become a hot topic. The name is “HBM Chips.” It’s a snack that parodies High Bandwidth Memory (HBM), a core component of AI semiconductors.

The official name is “Seven Select Honey Banana Flavor HBM Chips.” It is a private-label (PB) snack launched by 7-Eleven in partnership with #SK Hynix last November. The name plays on the first letters of “Honey,” “Banana,” and “Mat” to match the spelling of SK Hynix’s flagship product, HBM. It costs 2,000 won and weighs 72 grams. The front of the gold packaging features a character personifying an HBM chip. I bought a bag the day after the meeting and tried it myself.

As soon as I opened the bag, a strong banana scent hit me. It has a scent similar to that of the familiar banana-flavored milk. At first, I thought of potato chips or banana chips, but the actual appearance is completely different. It resembles a hollow tube-shaped corn snack filled with white chocolate and pressed into shape. It feels light when held in the hand and crumbles with a satisfying crunch when bitten into. Although it’s called a “chip,” the texture is actually closer to that of a cookie.

It also has a peculiar quality that makes it seem like a perfect bar snack. Thanks to its sweet aroma and texture, I thought it wouldn’t be a bad match with a bitter dark beer. Although it contains chocolate, its presence isn’t as strong as one might expect. It’s closer to a sweet corn snack with a banana flavor than a chocolate-banana snack. If you’re looking for a different kind of snack—one that’s not salty or spicy like traditional shrimp crackers or potato chips—it’s worth trying at least once.

However, if you expect them to be “chips” in the traditional sense, you might be disappointed. They don’t have the thin, crispy texture of regular potato chips. Opinions may also vary widely among those who are particularly averse to sweetness. Since the banana flavor and sweetness persist from start to finish, I found myself getting a bit tired of them somewhat faster than with other snacks.

Above all, the psychological satisfaction of having “tried it myself”—since it was a product shared by Jensen Huang—is what stands out most. The naming sense behind translating the cutting-edge semiconductor “HBM” into a honey banana flavor is also quite amusing. Amid the recent AI boom, SK Hynix’s stock price has surpassed 2 million won per share, elevating it to the status of a “national stock.” While eating the chips, thoughts of Jensen Huang and the semiconductor industry keep coming to mind. The fact that I find myself checking my stock screen one more time is part of the unique charm of these chips.

Seven-Eleven, the exclusive retailer of HBM Chips, is expected to benefit significantly. So far, there have been no reports of product shortages or buying frenzies. However, given that product awareness has skyrocketed since Jensen Huang’s visit to Korea, there is a possibility that it will be revisited on social media in the future. In fact, immediately after the so-called “Kanbu meeting” last October, some Kanbu Chicken branches had to temporarily close due to a shortage of ingredients.

Above all, it holds deep significance in that it has become more than just a product—it has become a symbol. The 7-Eleven private brand has taken on the role of a unique promotional item showcasing the alliance between SK Hynix and NVIDIA. In particular, the scene of Jensen Huang and SK Group Chairman Choi Tae-won personally handing out HBM chips to citizens was broadcast live worldwide via major international media outlets and social media. In a sense, a simple convenience store snack has emerged right in the midst of the global AI craze.