Table of Contents
Introduction
HBAF may be one of the most recognizable Korean snack brands to both locals and tourists. It has grown into one of Korea's most popular snack brands, offering a wide variety of nut-based snacks enjoyed by locals and tourists.
Want to learn more? Continue reading!
The Story Behind The Name
“Health But Awesome Flavors”(HBAF with a silent “H”) is the name of the brand, but you may also know it as “Honey Butter Almond & Friends”.
This popular snack brand has an interesting take on flavors, seasonings, and coatings. The actual almonds are exclusively sourced from California, and HBAF once became the leading importer which helped popularize flavored almonds as it was introduced in Korea.
HBAF’s philosophy is that healthy snacking can also be fun. This is shown through continuous innovation, global expansion, and premium quality and safety techniques.
HBAF Mascot
Source: Seoul of Soul
As featured in stores, advertisements, posters, and characters, the main mascot of HBAF is an almond of course! There are different characters like a cartoon bee, or the iconic almond dressed in various costumes, there is always something to see.
Main Characters
- Almond: The official mascot and face of the HBAF brand.
- Worker Bee: Supporting character, which represents the signature Honey Butter Almond flavor.
Sub Characters(mainly found at Myeongdong flagship location)
- Triplet Ducks: Three ducks which were introduced for HBAF merchandise, promotions, and advertising.
- Mausi: A travel themed mascot created for international visitors
A Brief HBAF Timeline
Source: HBAF
1982: The company was founded as Gilsanga (Gil Trading), a small bulk nut importer that later became one of Korea's leading nut companies.
1988: The company was acquired by Chairman Yoon Taewon and it was renamed to Gilim International
2015: The famous first Honey Butter Almond was launched under the bran and left a positive impression in Korea under the name Tom’s Farm
2019: The flagship store in Myeongdong, Seoul opened up
2021: The brand name changed from Tom’s Farm to HBAF officially
2022: New products were introduced such as snack products and trail mix. Collaborations had also been done by major entertainment, retail, and fashion brands.
2023: Gillim International officially rebranded as HBAF and continued its success while being introduced to new markets
Present: The rebrand to HBAF allowed for more expansion in flavors available in many other countries
Why Is HBAF So Popular?
With the rising popularity of K-food, HBAF provides a range of savory, sweet, and spicy choices to choose from. These products are quite an affordable snack option found in many stores in Korea. Coming in a variety of sizes as well as variety packs these make a great gift to take back home!
During my time in Korea, I tried a few flavors that I enjoyed and decided to purchase some to take back home! They did make a nice gift to pass out to family with the variety packs of their delicious flavors.
HBAF has been able to adapt to cultural differences such as the cute packaging preferences and familiar flavors, as compared to a clean packaging look with more adventurous and different flavors when it comes to western markets.
Korean consumers think very highly of this brand and its reputation, that it is a preferred product.The HBAF brand emphasizes premium ingredients, product quality, and continuous flavor innovation, driving their popularity even more. They also are very diverse in the types of products sold in this brand. There is a product, snack, and flavor for anyone who would want to try it out.
Must-Try Products
Source: Taste Korean Food
With more than 80 different snack products produced, HBAF has many flavors and snacks to choose from! Below are some popular flavors and products that are available to buy.
Almonds
- Honey Butter Almonds
- Jeju Matcha Almond
- Wasabi Almonds
- Garlic Bread Almonds
- Corn Soup Almonds
- Tteokbokki Almonds
Other Snacks
- Chickpeas
- Peanuts
- Cashews
- Maltballs
- Pretzels
- Puffcorn Snacks
- Seaweed Chips
- Fish Snacks
- Popcorn
- Mixnut Bags
- Daily Mixes
- Gift sets
Source: Taste Korean Food
I tried several HBAF products and flavors while shopping at the Myeongdong flagship store. Of all the almonds I sampled, I highly recommend the iconic Honey Butter Almonds. One of my personal favorites was the Garlic Bread Almonds, which surprised me with the sweet flavor. As someone with a sweet tooth, I also enjoyed the Tiramisu Almonds, which have a unique coating and texture that sets them apart from many of the brand's other flavors.
Common Pairings
It is very common that Koreans pair their favorite snacks with and drinks like sodas or alcoholic beverages like beer or makgeolli (rice wine)
Some examples include:
- Beer + Roasted/Salty Nuts
- Soft Drinks + Spicy/Wasabi Nuts
- Coffee/Tea + Sweet Flavor Nuts
HBAF Peanuts
Source: Bokku Market
While HBAF is best known for its almond products, they do produce flavored peanuts which have also become a popular snack. Still available in their unique sweet, savory, and spicy varieties, they offer the same bold seasonings and crunchy texture as the brand's signature almonds at an affordable price.
Not only are they incredibly tasty, but these products also offer a variety of health benefits. The peanuts can be high in protein, and healthy fats while being low carb. They also are a great source of biotin, Vitamin B3, and Vitamin B1.
Not only this, but they also may help with weight loss or weight management, and help with muscle development and heart health.
HBAF Store in Myeongdong
Source: Taste Korean Food
HBAF’s flagship store in Myeongdong is a popular destination for both tourists and locals, located in one of Seoul’s most famous shopping districts. The store offers HBAF’s full range of products, including its signature flavored almonds and unique snack collections. Visitors can explore exclusive merchandise and limited-edition items that are only available at this flagship location.
HBAF Beyond Korea
Source: HBAF
HBAF has expanded its reach to more than 25 countries around the world. Part of the reasoning being due to the global rise of K-food and Korean culture, the brand has become a favorite among international consumers looking to try Korea's famous flavored nut snacks. Today, HBAF continues to grow its international presence while introducing new flavors and products to fans worldwide.
In Korea
- The flagship location in Myeongdong
- Olive Young
- Convenience stores like CU, GS25, 7-Eleven
- Marts like Lotte Mart and Emart
Source: HBAF
Outside Korea
- Amazon
- Asian grocery stores
- Costco (select countries)
- Online Korean retailers
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