In an exciting development in the crypto-meets-retail space, South Korea’s Emart24 convenience store chain has partnered with the esteemed cryptocurrency exchange, Bithumb, to roll out a unique promotional product: the Bitcoin-themed “meal box.” This collaboration offers more than just food; it’s a gateway to potentially rewarding Bitcoin earnings.
Emart24, in conjunction with Bithumb, has announced the launch of about 30,000 Bitcoin meal boxes, slated to hit the shelves by the end of May. Priced at a modest 5,900 Korean won (approximately $4.30), these boxes offer customers more than just sustenance. They include a special coupon that could lead to a Bitcoin windfall.
A Bithumb spokesperson highlighted the dual benefits of purchasing these meal boxes. “Every meal box comes with a unique coupon code. When customers download the Bithumb app and register this code, they automatically receive 10,000 won worth of Bitcoin,” explained the spokesperson. The incentives don’t stop here; Bithumb is also offering an additional 20,000 won in Bitcoin for customers who open a new Bitcoin account with NH Nonghyup Bank or link an existing one to their Bithumb account.
This innovative marketing strategy not only promotes cryptocurrency usage but also reinforces Bithumb’s standing in the South Korean digital asset community. As a leading exchange and a member of the Digital Asset Exchange Association (DAXA)—which includes other prominent exchanges like Upbit and Coinone—Bithumb is also navigating plans to be the first crypto exchange to list on the South Korean stock market, despite some delays in its initial public offering plans.
The launch of these meal boxes aligns with a significant upsurge in Bitcoin interest following its latest halving event on April 20, which typically heightens anticipation among investors. The cryptocurrency previously reached nearly $74,000 in March, indicating robust market enthusiasm.
Further bolstering the cryptocurrency landscape in South Korea, the recently elected democratic party has announced its intent to permit Bitcoin exchange-traded funds (ETFs), planning to propose this new regulatory framework with the reopening of the National Assembly in June.
However, the South Korean government continues to tighten its oversight of the crypto sector. With new, stricter penalties for crypto-related offenses and enhanced regulations for exchanges introduced in 2024, alongside demands from financial regulators in late 2023 for users to report any unlicensed crypto exchange operations, the landscape is clearly adapting to the evolving digital currency sphere.
Through initiatives like the Bitcoin meal box, Emart24 and Bithumb are not just feeding the hungry—they’re feeding the crypto-curious, opening new avenues for the everyday consumer to engage with the digital economy in South Korea.
