Aside from product demo, SK Hynix reveals surprising brand resposition strategy at COMPUTEX 2024

As a major player in the memory chip industry hailing from South Korea, SK Hynix made its presence felt at COMPUTEX 2024, showcasing a range of products.

Leading the lineup is the Platinum P51 SSD, boasting PCIe 5.0 x4 interface for speeds up to 13,500MBps sequential reads and 11,500MBps sequential writes, all powered by the in-house Aries controller.

A standout is the Haechi H02 heatsink created for the P41, specifically tailored for the PS5’s PCIe SSD expansion slot to optimize drive performance. It’s set to hit shelves this month.

The Beetle X31 caught attention with its striking gold paint reminiscent of ancient Egyptian artifacts for the gang who are really into shiny valuables.

Also on display is the Tube T31, available in standard black but with a limited edition Lies of P collaboration model featuring unique printing inspired by the protagonist’s arm. Despite its appearance as a standard thumb drive, it boasts SSD-like speeds. The limited edition is limited to 1000 units globally.

Adding intrigue to the event, the session is hosted by Hitachi LG Data Storage Inc., established in 2000, and known for manufacturing optical drives, which are actually the ones behind the ‘super multi’ brand.

Responding to the growing demand for more accessible products, the company, in collaboration with SK Hynix, started venturing into SSDs, RAM sticks, and more. These offerings include MagSafe-compatible drives and models with magnetic covers.

Looking ahead, the ‘super multi | SK Hynix’ branding will supplant the current SK Hynix branding, while the budget segment will adopt the HLDS logo.