Ace, the Card Game Dipped in Coffee with Mom, Celebrates 50th Anniversary with 'Limited Edition' Release

Reinterpreting the Original Package... Limited Sale of 1.26 Million Units
Cumulative Sales of 1.1 Trillion KRW, Total of 2.2 Billion Units Sold

Ace has reached its 50th anniversary this year. Haitai Confectionery announced on the 17th that it will release the ‘Ace Limited Edition’ featuring retro sensibility to commemorate this milestone.

The nostalgic Ace, named ‘Limited Edition’ to capture the original launch sentiment, will be available in a limited quantity of 1.26 million units for one month.

The Limited Edition reinterprets the original packaging with a modern sensibility. The combination of the early Haitai logo and Ace’s distinctive typography conveys the 50-year heritage of Ace. It evokes nostalgia for the generation that grew up with it and offers a unique vibe to the younger generation who enjoy hip retro codes.

To celebrate its 50th birthday, a surprise gift has been prepared for customers. While delicious on its own, Ace tastes even better when dipped in coffee, so coffee has also been prepared. Through 5,000 hidden coupons inside Ace boxes, customers can enjoy the perfect combination of coffee and Ace even more deliciously.

Starting in 1974 as Korea’s first cracker, Ace has grown into a national cracker loved by customers continuously. The unique savory flavor and the crispy yet soft texture felt with each bite are the secrets of Ace, the number one cracker. To date, cumulative sales have reached approximately 1.1 trillion won, with over 2.2 billion units sold. If all the sold Ace crackers were lined up, they would circle the Earth about eight times. The amount of flour used annually for Ace production reaches 1,200 tons. Beyond the original, Ace continues to evolve with various trends reflected in flavors such as Basque cheesecake, thin espresso, and vegetable taste.

A Haitai Confectionery official said, “The ‘Limited Edition’ commemorating Ace’s 50 years of love reflects the retro trend, offering both nostalgic taste and novelty,” adding, “We will continue to introduce products loved by all ages by encompassing diverse flavors and trends across generations.”