When it comes to Korean nut snacks, HBAF – short for Healthy But Awesome Flavors – has become a staple for snack lovers across Korea and beyond. As Korea’s leading processed nut brand, HBAF has revolutionized everyday snacking with its bold flavors, fun packaging, and high-quality ingredients. From subway commuters in Seoul to fans abroad exploring Korean grocery aisles, HBAF snacks continue to spark global cravings.
From Almond Importer to Snack Trendsetter
Long before HBAF became a household name in Korea’s snack aisles, it began with a bold and simple mission to introduce high-quality almonds to the Korean market.
In 1982, a company named Gil Trading made history by becoming the first Korean business to import raw almonds from the United States. At the time, nut consumption in Korea was limited to traditional varieties, such as walnuts and chestnuts, and almonds were virtually unknown. Gil Trading saw an opportunity to modernize the nation’s snacking culture by introducing this nutritious, protein-packed superfood to Korean consumers.
By the early 2000s, the company had evolved into Gil International, expanding its nut product line and refining its processing and flavor-coating techniques. Yet it wasn’t until 2015 that the company made its most significant breakthrough, launching the now-iconic Honey Butter Almond under the Tom’s Farm brand. This product took Korea by storm during the country’s larger “Honey Butter craze,” which began with potato chips and expanded to other snack formats.
However, while the honey butter trend eventually faded for many brands, Tom’s Farm almonds continued to grow in popularity thanks to their superior flavor, addictive crunch, and clean packaging. The blend of sweet, savory, and nutty flavors resonated with Korean palates, setting the gold standard for flavored nuts in the market.
The Birth of HBAF: A Brand With Global Vision
Recognizing the potential for long-term growth, the company officially rebranded in 2021 as HBAF, which stands for Healthy But Awesome Flavors. This marked a shift from being simply a snack producer to becoming a full-fledged lifestyle food brand that blends nutritional value, innovation, and cultural appeal.
HBAF wasn’t just selling nuts anymore; it was curating flavor experiences, each one packaged with clever cartoon mascots and quirky artwork to reflect the personality of the flavor. For instance, the Wasabi Peanuts are fronted by a sweating peanut character in a samurai headband, while Tteok-bokki Almonds feature a fiery red chili almond serving tteokbokkis.
This strategic branding, combined with clever flavor innovations, helped HBAF reach new consumer segments, including tourists seeking uniquely Korean souvenirs, young Koreans drawn to pop-style aesthetics, and global buyers curious about K-snacks.
A True Industry Leader in Korean Snacks
Today, HBAF is no longer just a domestic brand. It is Korea’s largest processed nut manufacturer, producing millions of snack packs annually and exporting to more than 25 countries, including the U.S., Japan, Australia, Germany, and Thailand. Their facilities are internationally certified with HACCP and FSSC22000, ensuring food safety, hygiene, and consistent quality across every product line.
In Seoul, you can visit dedicated HBAF flagship stores, including the wildly popular one in Myeongdong, where you’ll find exclusive products and limited-edition flavors not available elsewhere. In 2025, the brand also opened a store in Gwangjang Market, Korea’s most famous traditional food destination, cementing its status as a snack brand that honors tradition while embracing the future.
With a catalog that includes over 30 almond flavors, creative peanut snacks, variety gift sets, and even alcoholic beverages like makgeolli, HBAF has evolved from an almond importer into a brand that symbolizes Korea’s dynamic food culture.
What Makes HBAF Stand Out?
Flavor Variety That Never Bores
One of HBAF’s biggest appeals is its constant innovation in flavor. You’ll find everything from Wasabi Almonds to Garlic Bread, Tteok-bokki, Injeolmi, Jeju Matcha, and even Mint Chocolate Almonds. The combinations are distinctly Korean yet widely appealing, often bridging the familiar with the unexpected.
Quality at Its Core
All HBAF products are manufactured under strict quality standards, including HACCP and FSSC22000 certifications. They use premium nuts sourced globally and coat them in delicious layers made from natural ingredients and plant-based colors. Whether you’re snacking for health or indulgence, HBAF ensures a product you can trust.
Designed to Delight
Beyond flavor, HBAF excels in presentation. The packaging is fun, colorful, and practical, featuring resealable zippers for freshness and playful mascots that bring each flavor to life. These designs resonate with Korean customers and international tourists alike, making them popular gift items and travel souvenirs.
Popular HBAF Product Lines to Explore
While almonds are HBAF’s flagship nut, their product lineup continues to expand.
Almond Varieties Include:
- Honey Butter, Wasabi, Tteok-bokki, Garlic Bread, Injeolmi, Jeju Matcha, Caramel Pretzel, Black Sesame, Mint Choco, and more.
Peanut Varieties:
- Wasabi, Honey Butter, Roasted Corn, Sichuan, Salted Peanuts, and several Korean-style blends with corn fries or crackers.
Mixes and Specialty Snacks:
- Almond and Peanut snack packs, seaweed chips, pretzel blends, chocolate-covered nuts, and even traditional Korean drinks like makgeolli.
Perfect Pairings for HBAF Snacks
HBAF’s versatility means its snacks are more than just grab-and-go options. Here are a few ways to enjoy them:
- With Drinks: Pair Wasabi Peanuts or Sichuan-flavored almonds with chilled beer or Korean makgeolli for a bold, savory contrast.
- With Coffee or Tea: Sweet flavors like Injeolmi or Caramel Pretzel Almonds go beautifully with hot tea or iced lattes.
- As Toppings: Crushed Honey Butter Almonds make an excellent topping for vanilla ice cream or Korean-style shaved ice (bingsu).
- With Cheese Boards: Almonds like Black Sesame or Garlic Bread add a Korean twist to Western-style cheese platters.
- In Bento or Lunchboxes: Use resealable packs to add protein-rich, flavorful nuts to packed meals—great for students and office workers alike.
Where to Find HBAF in Korea and Abroad
You’ll spot HBAF almost everywhere in Korea, from convenience stores like CU, GS25, and 7‑Eleven to beauty and lifestyle shops like Olive Young. Travelers can also grab them at Incheon International Airport, though local stores usually offer better pricing.
Flagship locations in Myeongdong and Gwangjang Market cater to tourists looking for unique Korean gifts, and curated HBAF gift sets make them especially appealing during holidays like Chuseok or Seollal.
For those overseas, selected flavors are available through international distributors and Korean online marketplaces. However, local availability may vary.
Global Growth with Korean Flavor
From its humble beginnings as an almond importer to becoming Korea’s leading nut brand, HBAF has successfully captured a global audience without compromising its Korean roots. The brand continues to innovate through flavor development, storytelling through packaging, and strategic expansion into international markets.
As Korean food culture gains more global recognition, HBAF stands out as a snack brand that celebrates both quality and creativity, while proudly representing the flavors of Korea.
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