For decades, Haitai has led Korea’s confectionery industry by developing products that combine distinctive taste, consistent quality, and strong brand identity. Many of our flagship brands have been loved across generations and continue to serve as key pillars of our portfolio today. Heritage Brands

Yeonyanggang (Since 1945)

One of Haitai’s earliest products, Yeonyanggang continues to be enjoyed for its traditional taste and nostalgic value. It represents Haitai’s longstanding commitment to quality since its founding.

Ace (Since 1974)

A light and crispy cracker that has become a staple snack in Korean households, Ace remains one of the company’s consistent best-selling products.

Matdongsan (Since 1975)

A uniquely textured sweet snack combining peanuts and syrup coating, Matdongsan is one of Haitai’s signature long-selling brands and continues to enjoy strong consumer loyalty.

HomerunBall (Since 1981)

Inspired by Korea’s baseball culture, Homerun Ball features bite-sized, ball-shaped choux pastry filled with smooth chocolate cream. Its distinctive concept and convenient format have made it a favorite among both children and adults for decades.

Oh! Yes (Since 1984)

A soft chocolate-coated cake with rich cream filling, Oh! Yes remains one of Haitai’s representative premium snack cakes, widely loved for its moist texture and balanced sweetness.

Jayusigan (meaning free time)

It is South Korea's No. 1 chocolate bar brand and is loved as an unrivaled product for the harmonious sweetness of nougat and caramel syrup.

Honey Butter Chip (Since 2014)

A premium potato snack made with natural acacia honey and French gourmet butter , delivering a unique combination of sweet and salty flavors. The sliced potatoes are fried at 180°C for 150 seconds, creating an exceptionally crispy texture. It sparked a cultural phenomenon known as the “Honey Butter Chip Craze” and became one of the top three best-selling snack products.

HONEY BUTTER CHIP Craze

Launched in August 2014, HONEY BUTTER CHIP became an overnight sensation in South Korea, generating unprecedented demand and widespread “sold-out” notices across retail stores. Consumers lined up to purchase the product as it quickly captured national attention. Today, it has become a steady seller in the Korean snack market and continues to be loved by consumers.

Korean Market Performance

In the highly competitive Korean potato chip market, HONEY BUTTER CHIP recorded sales of KRW 5.3 billion in 2025.

Global Expansion

HONEY BUTTER CHIP is the No.1 export item among Haitai products. HAITAI exports HONEY BUTTER CHIP to more than 20 countries, where it consistently ranks among the top-selling K-snacks in major international retail markets.

In addition to its long-established brands, Haitai continuously develops new flavors, limited editions, and upgraded formulations across its snack, biscuit, chocolate, candy, and gum categories.

With a strong portfolio centered on confectionery and snack products, Haitai continues to contribute to the advancement of Korea’s food industry while pursuing sustainable growth.