HBAF
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Barf Co., Ltd. HBAF Co., Ltd. | |
establish | |
category | |
industry | Nut processing |
representative | Taewon Yoon, Moonhyun Yoon |
location | gyeonggi-do 176 Bonggol - gil, Gwangju-si (Munhyeong-dong) |
 | |
link |   (homepage) |(Online shopping mall) |  |  |
1. outline
nuts in korea A company and a brand of processed nut products sold by the company. 2015 This brand became famous with the huge success of Honey Butter Almond, which was released in January .[2]
HBAF until 2021[3] was a brand of processed nut products made by 'Gillim Corporation', but in 2022 , the company name was changed to 'Barf Co., Ltd.', the same as the brand name.
HBAF is a native Korean brand.
Recently, BAF is taking a leap forward as a general food company by launching popcorn products in various flavors.
HBAF until 2021[3] was a brand of processed nut products made by 'Gillim Corporation', but in 2022 , the company name was changed to 'Barf Co., Ltd.', the same as the brand name.
HBAF is a native Korean brand.
Recently, BAF is taking a leap forward as a general food company by launching popcorn products in various flavors.
2. history
Jilin Corporation has been producing almonds since the 1980s. Responsible for import and delivery. Originally, almonds were banned from being imported to protect domestic agricultural products, but due to trade pressure from the United States, almonds were banned from being imported . A small amount was imported every year for export , and Jilin Corporation imported it exclusively.
However, only a few years later, in the 1990s, almond import regulations were lifted, and large corporations such as Lotte, Orion, and CJ, which had been receiving almonds from Jilin Corporation, began importing them directly, leading to a sharp decline in Jilin Corporation's profits. In 2006, Chairman Yoon Tae-won, who was the CEO, aimed for vertical integration with the nut product manufacturing equipment business, but he suffered a cerebral infarction and was unable to complete the factory, leaving behind a debt of 10 billion won to his son, Yoon Moon-hyeon. #
Sungkyunkwan University CEO Yoon Moon-hyeon, who graduated in business administration , overcame the crisis by subcontracting a large company to create a PB product , but seeing the future of nut processed foods, which were still a blue ocean , he developed almonds coated with seasonings such as butter and honey . It was advantageous for distribution because it was baked rather than fried in oil, but a lot of time and development costs were spent on acquiring the know-how to maintain quality during the seasoning and cooling process.
Due to the explosive popularity of Honey Butter Chips developed by Haitai Confectionery and Food in 2014 and 2015 , GS25 gave a two-week delivery deadline for Honey Butter Almonds, and Jilin Corporation met the delivery date, and Honey Butter Almonds were selling like hot cakes. At the time, it gained popularity as a replacement for the honey butter chip crisis. Afterwards, Jilin Corporation developed follow-up products with various flavors, such as caramel and wasabi , and made the brand known with great success. In particular, wasabi-flavored almonds have become a steady seller, surpassing the honey butter flavor, which was the first hit item. Afterwards, it began exporting to about 10 countries in Asia, and opened a flagship store in Myeongdong in November 2019 .
In 2020, the brand name was changed from 'Tom's Farm' to 'HBAF', and in February 2021, Jeon Ji-hyun was used as an advertising model. It is considered a good example of the correlation between brand awareness and model power. #
Since 2022, we have replaced the model with Han So -hee and changed the company's business name from 'Jilin Yang' to the same 'Bap' as the brand name.
There are four offline stores, including the flagship store, in Myeong-dong, Seoul alone, and it has become a place for overseas tourists to buy souvenirs. Besides Myeongdong, there are Gwangjang Market branch and Busan branch.
Recently, stores have been opened in Shanghai and Chongqing in China.
However, only a few years later, in the 1990s, almond import regulations were lifted, and large corporations such as Lotte, Orion, and CJ, which had been receiving almonds from Jilin Corporation, began importing them directly, leading to a sharp decline in Jilin Corporation's profits. In 2006, Chairman Yoon Tae-won, who was the CEO, aimed for vertical integration with the nut product manufacturing equipment business, but he suffered a cerebral infarction and was unable to complete the factory, leaving behind a debt of 10 billion won to his son, Yoon Moon-hyeon. #
Sungkyunkwan University CEO Yoon Moon-hyeon, who graduated in business administration , overcame the crisis by subcontracting a large company to create a PB product , but seeing the future of nut processed foods, which were still a blue ocean , he developed almonds coated with seasonings such as butter and honey . It was advantageous for distribution because it was baked rather than fried in oil, but a lot of time and development costs were spent on acquiring the know-how to maintain quality during the seasoning and cooling process.
Due to the explosive popularity of Honey Butter Chips developed by Haitai Confectionery and Food in 2014 and 2015 , GS25 gave a two-week delivery deadline for Honey Butter Almonds, and Jilin Corporation met the delivery date, and Honey Butter Almonds were selling like hot cakes. At the time, it gained popularity as a replacement for the honey butter chip crisis. Afterwards, Jilin Corporation developed follow-up products with various flavors, such as caramel and wasabi , and made the brand known with great success. In particular, wasabi-flavored almonds have become a steady seller, surpassing the honey butter flavor, which was the first hit item. Afterwards, it began exporting to about 10 countries in Asia, and opened a flagship store in Myeongdong in November 2019 .
In 2020, the brand name was changed from 'Tom's Farm' to 'HBAF', and in February 2021, Jeon Ji-hyun was used as an advertising model. It is considered a good example of the correlation between brand awareness and model power. #
Since 2022, we have replaced the model with Han So -hee and changed the company's business name from 'Jilin Yang' to the same 'Bap' as the brand name.
There are four offline stores, including the flagship store, in Myeong-dong, Seoul alone, and it has become a place for overseas tourists to buy souvenirs. Besides Myeongdong, there are Gwangjang Market branch and Busan branch.
Recently, stores have been opened in Shanghai and Chongqing in China.
3. Featured Products
3.1. nuts
3.1.1. Nuts range
It is largely divided into products coated with seasoning only and products coated with chocolate . Most of them contain over 220kcal per 40g, so when dieting, don't be fooled by the fact that it is an almond substitute, but be sure to check the ingredient list, calories, sodium, and ingredients before eating it. In the first place, almonds themselves are unsaturated fatty acids and the HBAF product line is an additionally processed food, so if you buy a large 100g pack and eat it all, you will inevitably have to go to the bathroom. Be sure to remember that the maximum daily intake of almonds , which are a special constipation medicine, is only a handful (30-40g). Therefore, it is more efficient to buy a bulk pack of 8 packets and eat them one by one over the course of a week rather than one 100g packet.
- Seasoned Almonds
- Honey Butter Almond
- Wasabi Flavored Almonds
- Wasabi Flavored Almond Strong
- Roasted Corn Almonds
- Garlic Bread Almond
- Caramel Salted Almonds and Pretzels
- Seaweed Almond
- Cheongyang Mayo Almond
- Fire Chicken Flavored Almonds
- Tteokbokki Almond
- Roasted Onion Almonds
- Cheddar Cheese Almonds and Pretzels
- sweet almond
- Cookies and Cream Almonds
- Cookies & Strawberry Cream Almond
- Cookies & Banana Cream Almond
- Injeolmi Almond
- Mint Choco Almond
- Starlight Pangpang Almond
- Jeju Matcha Almond
- Black sugar milk tea almond
- Black Sesame Almonds
- Cherry Jubilee Almonds
- Carrot Cake Almond
- coffee biscuit almond
- Dalgona Almond
- Almond Tiramisu
- Creme Brulee Flavored Almond
- Chocolate Churros Flavored Almond
- Sweet red bean flavored almonds
- Green tea sweet red bean flavored almond
- Injeolmi Sweet Red Bean Flavored Almond
- Boseong Green Tea Almond Crunch
- Dark chocolate almond crunch
- Strawberry Almond Crunch
- Pistachio Almonds
- Chestnut Tiramisu Almond
- Fried Almonds
- Fried chicken flavored almond
- Seasoned Chicken Flavored Almond
- Soy Sauce Skin Flavored Almonds
- peanut
- Honey Roasted Peanuts
- Roasted and Salted Peanuts
- Wasabi Flavored Peanuts
- Roasted Corn Peanut & Corn Fries
- Sichuan Peanut & Corn Fries
- Butter Coconut Flavored Peanuts
- Caramel Salted Peanuts and Pretzels
- slivered almonds
- anchovies almonds
- Roasted Onion Flavored Anchovies Almonds
- Spicy red pepper paste anchovy almond
- mix nuts
- original mix nuts
- Macadamia Herb Salt Mixed Nuts
- Maple Pecan Mixed Nuts
- Triple Cheese Mix Nuts
- Apple Cinnamon Mix Nuts
- Snack Mix Nuts
- Sweet Salty Sweet Salty Snack Mix Nuts
- Salty and Spicy Snack Mix Nuts
- Sweet Crispy Snack Mix Nuts
- Mun2Sun Daily Nuts
- Mun2Sun Daily Nuts Weekly / Eat something different every day! Products with different compositions every day from Monday to Sunday
- 2 weeks of distant
- 4 weeks of distant
- 6 weeks of distant
- 7 weeks of distant
- Mun2Sun Daily Nuts / Eat healthy every day! Daily products released in various colors and compositions
- orange
- pink
- Red
- blue
- white
- beige
- brown
- purple
- black
- chickpeas
- Garlic Bread Chickpeas
- Roasted Onion Chickpeas
- cashew nuts
- Honey Butter Cashews
- Cheese Sandwich Cashew Nut
- macadamia
- Honey Butter Macadamia
- MACAMACA
- Vanilla Chocolat Macadamia
- Injeolmi sweet red bean flavor macadamia
- Jeju Matcha Macadamia
- Cheddar Cheese Macadamia
- Cookies & Cream Macadamia
- Cherry Jubilee Macadamia
- Brown Sugar Milk Tea Macadamia
- Carrot Cake Macadamia
- Mint Choco Macadamia
- Strawberry flavored macadamia
- Black Sesame Macadamia
3.1.2. Peanuts & Squid Family
- Honey Butter Peanuts and Squid
- Wasabi Flavored Peanuts & Teppanyaki Squid
- Roasted Corn Flavored Peanuts & Bulgalbi Flavored Squid
3.2. Snacks
- popcorn
- Honey Butter Popcorn
- New York Cheeseburger Flavored Popcorn
- Wasabi Mayo Popcorn
- Garlic Baguette Flavored Popcorn
- Mexican Taco Flavored Popcorn
- Pepperoni Pizza Flavored Popcorn
- Butter Squid Flavored Popcorn
- French Fries & Ketchup Flavored Popcorn
- Curry flavored popcorn
- Cheddar Cheese Popcorn
- Caramel & Cheese Popcorn
- Salted milk flavored popcorn
- Green seaweed flavored popcorn
- Milk Caramel Popcorn
- Honey Sweet Potato Popcorn
- Roasted corn flavored popcorn
- Old-fashioned Tteokbokki-flavored popcorn
- Perilla oil stir-fried kimchi flavored popcorn
- Honey hotteok flavored popcorn
- Buffalo wing flavored popcorn
- Butter Salt Popcorn
- Combination pizza flavor popcorn
- Onion Cheese Flavored Popcorn
- Butter shrimp flavored popcorn
- Roasted pollack roe flavored popcorn
- HBAF×LOTTE CINEMA
- Mara-flavored popcorn & peanuts
- malt ball
- Cookies and Cream Maltballs
- Injeolmi Flavored Malt Balls
- Starlight Pangpang Malt Balls
- Cherry Jubilee Malt Balls
- Milk Coconut Malt Balls
- Tiramisu Flavored Malt Balls
- Melon-flavored malt balls
- Banana flavored malt balls
- seaweed snack
- Honey Butter Seaweed Snack
- Wasabi Flavored Seaweed Snack
- Salted Seaweed Snack
- Garlic Bread Flavor Seaweed Snack
- Tteokbokki Taste Kim Snack
- pretzel
- Cheese
- Dark Chocolate Pressel
- Strawberry
- Caramel Salted Pressel
- Barf Ball
- Nacho Cheese Flavored Barf Balls
- Corn Soup Flavored Barf Balls
3.3. etc
It was created in collaboration with other food manufacturers.
4. advertising video
5. incident accident
5.1. Jilin Corporation - Mugerbon Legal Dispute
Due to the popularity of Honey Butter Almond, numerous imitation products are being produced by various competing companies, and a ruling has been made that the illustration drawn on Honey Butter Almond's product packaging is recognized as a registered trademark. The Supreme Court finally confirmed the original decision in which the plaintiff, Mergabon, lost the lawsuit filed by Mergerbon in 2020 . #1 , #2 , Supreme Court decision
Jilin Corporation registered the trademark in 2015, and Mergerbon registered the trademark in 2018. When the Intellectual Property Trial and Appeal Board ruled that there was room for misunderstanding, Mergabon protested by filing a lawsuit. As you can see by looking at the designs of the two products , Mugerbone's lawsuit was blatantly plagiarized in terms of composition, color, and drawing to the point that it seemed like they were making a mistake, and they filed a lawsuit claiming that it was unfair to them. The Patent Court ruled that the name was not unique , but the design of the almond character on the outside of the product was judged to be unique, so Mugerbone lost the case. It is clear that this is a case of design copyright.
Jilin Corporation registered the trademark in 2015, and Mergerbon registered the trademark in 2018. When the Intellectual Property Trial and Appeal Board ruled that there was room for misunderstanding, Mergabon protested by filing a lawsuit. As you can see by looking at the designs of the two products , Mugerbone's lawsuit was blatantly plagiarized in terms of composition, color, and drawing to the point that it seemed like they were making a mistake, and they filed a lawsuit claiming that it was unfair to them. The Patent Court ruled that the name was not unique , but the design of the almond character on the outside of the product was judged to be unique, so Mugerbone lost the case. It is clear that this is a case of design copyright.
However, even after losing the case, Mugerbone continues to release products that are copies of HBAF products.
6. digression
- If you go to the flagship store in Myeongdong, you can try most of the flavors.[4] Since then, pop-up stores have also been operated at Starfield Hanam .
- It is surprisingly popular with foreign tourists visiting Korea. If you walk around Myeongdong, you can easily see foreigners buying up this product. In Myeongdong, there are many stores that sell HBAF in addition to the flagship stores mentioned above.
- The illustrations of almonds and other characters on the packaging are quite cute. In particular, in the case of Honey Butter Almond's almond dressed as a bee, many people commented on how cute it was when it first appeared. Because character designs are drawn that fit the theme of each product line, it is very fun to look at them depending on the product. Thanks to this, Honey Butter goods dolls are also released, and they are given out quite often as events when purchased online.
- Moonhyun Yoon, the company's representative, appeared on You Quiz on the Block . #
[1] source[2] 2014 It was a me-too product that started the honey butter chip craze that was released in August , but it seems to have sold quite well.[3] HBAF is an abbreviation for 'Honey Butter Almond & Friends' and is a brand created by adding the meaning 'Healthy But Awesome Flavors', and is pronounced 'barf'. H is silent. That's what it says in the ad.[4] As you travel around Myeong -dong , you can see several buildings with a large logo of the company, which is popular among foreigners who came to Myeong -dong. In fact , it is possible to focus on marketing on foreigners rather than domestic exports or Incheon International Airport Duty Free Sales.
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