Emart24, a popular convenience store chain in South Korea, has partnered with local cryptocurrency exchange Bithumb to introduce a unique Bitcoin “meal box” that can be purchased in-store. The collaboration was announced on May 9, with plans to release approximately 30,000 meal boxes by the end of the month. Each box will be priced at 5,900 Korean won ($4.30).
According to local media reports, Bithumb’s representative stated that customers who download the exchange’s app and enter the coupon number found in each meal box will receive 10,000 won worth of Bitcoin (BTC). Additionally, Bithumb is offering 20,000 won worth of Bitcoin to customers who create a Bitcoin account with NH Nonghyup bank. Existing account holders can also receive the additional Bitcoin by connecting their accounts to Bithumb.
Bithumb is a prominent cryptocurrency exchange in South Korea and a member of the Digital Asset Exchange Association (DAXA), which includes Upbit, Coinone, Korbit, and Gopax. The exchange has announced its plans to become the first crypto exchange listed on the South Korean stock market, although its initial public offering has been delayed.
The introduction of the Bitcoin meal box follows the recent hype surrounding the cryptocurrency after the highly anticipated halving event on April 20. Bitcoin reached a new all-time high in March, almost reaching $74,000. However, analysts believe that the current price dip is due to “boredom” among Bitcoin bulls following the halving.
Bitcoin’s momentum has also been fueled by the approval of the first Bitcoin exchange-traded funds (ETFs) in the United States on January 10. In South Korea, there are plans to allow Bitcoin ETFs, with the newly elected democratic party promising to make the request after the opening of the National Assembly in June.
Despite the growing interest in cryptocurrencies, South Korea has implemented stricter regulations in recent years. In 2024, legislators introduced harsher penalties for crypto-related crimes and established new guidelines for cryptocurrency exchanges. Furthermore, financial regulators have been cracking down on unlicensed exchanges operating in the country since late 2023.
South Korea’s crypto universe continues to evolve and captivate with its unique offerings and advancements in the field of cryptocurrencies.