The rapid advancement of AI, coupled with the exponential growth of HBM1 that underpins the technology, contributed to SK hynix’s best-ever performance in 2024. The industry views the company’s success as more than just an increase in revenue—it is regarded as a paradigm shift in the AI era.
1High Bandwidth Memory (HBM): A high-value, high-performance product that significantly enhances data processing speeds by vertically stacking multiple DRAM chips, surpassing the capabilities of traditional DRAM.
In response to this shift, SK hynix recently implemented an organizational restructure to promote young and innovative leadership. Notably, the company drew attention after appointing Joonyong Choi, who is in his early 40s, as the youngest-ever executive to head up its HBM Business Planning department. Choi has played a key role in driving the expansion of the HBM business, having taken on responsibilities in the HBM Business Planning department after serving as the head of Mobile DRAM Product Planning (Mobile PP).
In the fifth episode of this interview series featuring newly appointed executives in 2025, the SK hynix Newsroom sat down with Vice President Choi to discuss his strategy for strengthening HBM business capabilities and his future vision.
Preparing for a Brighter Future With a New Perspective
Choi identified “pride” as the driving force behind HBM Business Planning. He expressed his strong commitment to lead the department toward even greater growth, empowering its members—who have already propelled the HBM business forward with their deep sense of responsibility and pride—with renewed energy.
“HBM Business Planning is a key department responsible for making decisions on large-scale investments and strategic direction,” he said. “Its scope extends beyond product planning to encompass technology development road maps and strategies for collaboration with global customers, playing a crucial role across the entire HBM business. As the department’s newly appointed leader, my role is to foster a ‘one-team’ mindset, grow collectively, and achieve the best possible outcomes.”
Choi is also committed to helping the company achieve its goal of becoming a full stack AI memory provider.
“Becoming a full stack AI memory provider means building a comprehensive portfolio of products that customers need and delivering them precisely when required,” he stated. “In addition to developing new HBM products, we will also offer custom HBMs tailored to the diverse requirements of our customers to provide optimal solutions for a wide range of customer needs.”
Achieving the World’s Best HBM Competitiveness With a ‘One-Team’ Spirit
Despite being busier than ever recently, Choi revealed this time has also been the most fulfilling after SK hynix became the world’s first to supply samples of the 12-layer HBM4, the sixth generation of HBM, to customers.
“Over the years, I have had various positive experiences developing and commercializing new concept products, pioneering markets, and engaging with a wide range of customers,” he revealed. “While all of these experiences are valuable, what stands out the most is shipping out samples of the 12-layer HBM4, which offers the world-class speed required for AI memory, earlier than planned.”
SK hynix achieved industry-leading HBM competitiveness thanks to all our employees who came together as “one team” and dedicated themselves to continuous technological innovation.
“Just like how many tiny drops of water can erode even the largest stone, we have patiently prepared for the HBM market over a long period of time,” he stated. “As all team members steadfastly took on their challenges with a ‘one-team’ spirit, we were able to successfully develop HBM4. Although many unforeseen obstacles lie ahead, we will continue to overcome them and further strengthen our HBM competitiveness.”
Securing Unrivaled HBM Leadership Through Teamwork
As AI technology advances at a remarkable pace, the demand for semiconductors is higher than ever. In particular, HBM is set to become increasingly important as it offers optimal power efficiency and performance that are essential for AI memory.
Based on this, Choi is looking even further ahead, continuing to lead from the front and making every effort to ensure that SK hynix maintains its HBM market leadership.
“Our goal in 2025 is to further solidify our HBM leadership by successfully mass–producing the 12-layer HBM4 and supplying HBM4E on schedule to meet customer demands,” he revealed. “I will do my best to proactively anticipate the market and further optimize our business strategies.”
Choi referred to younger employees, commonly referred to as the MZ Generation (Millennials and Gen Z) in Korea, as “Motivated and Zealous,” due to their passion and strong motivation. He emphasized his commitment to becoming a leader who inspires them to grow further by embracing new opportunities and goals. Wrapping up the interview, he made a promise to his team.
“I will continue to strive to be a communicative leader who will not confine myself within a cage of my own making,” he claimed. “Furthermore, I will listen closely to the ideas of my team, shaped by diverse perspectives, and work with them to find the best path forward. My door will always be open so that team members can feel free to share their thoughts without hesitation.”
Read more articles from the New Leadership Spotlight 2025 series
