Emart24, a popular South Korean convenience store chain, is gearing up to launch a Bitcoin-themed meal box as a new in-store offering. Teaming up with local cryptocurrency exchange Bithumb, the company plans to introduce 30,000 of these unique meal boxes by the end of the month, priced at $4.30 or 5,900 Korean won each.

Customers purchasing the Bitcoin meal boxes will also have the opportunity to participate in a Bitcoin giveaway worth 10,000 Won. To join the giveaway, buyers need to download Bithumb’s app and enter the coupon code provided in the meal boxes.

This move reflects a growing trend in South Korea, where consumer brands are increasingly incorporating cryptocurrency into their promotional activities. Companies in the crypto space are also making efforts to bring digital assets to a wider audience.

For instance, Crypto exchange Upbit has collaborated with K-pop icons to launch an NFT platform, targeting global fans. MiL.k, a crypto rewards startup, has also partnered with South Korean retailer Shinsegae Duty-Free to introduce crypto-based reward points.

Bithumb’s initiative is part of a broader campaign to encourage cryptocurrency trading in South Korea. As part of their efforts to attract new users, the exchange is offering 20,000 won worth of Bitcoin to users who sign up using an NH Nonghyup bank account. Existing account holders can also connect their bank accounts to Bithumb to qualify for this offer.

This development comes amid increased regulatory scrutiny in the country. Reports indicate that South Korea’s Justice Ministry and the Ministry of the Interior and Safety are planning to establish a Joint Virtual Asset Crime Investigation Unit. Additionally, the nation is set to implement its first regulatory framework for digital currencies on July 19, with stricter penalties for those involved in market manipulation.

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