South Korean retail giant Emart24 has unveiled a novel collaboration with local crypto exchange Bithumb, aiming to introduce a unique Bitcoin-themed "meal box" available for purchase at its stores. The partnership, announced on May 9, outlines plans to distribute around 30,000 of these meal boxes by the end of the month, each priced at 5,900 Korean won (approximately $4.30). As per reports from local media outlets, customers purchasing these meal boxes will have the opportunity to receive 10,000 won worth of Bitcoin by downloading Bithumb's app and entering the coupon code found within each box.

Moreover, Bithumb is extending an additional incentive of 20,000 won worth of Bitcoin to customers who open a Bitcoin account with NH Nonghyup bank. Customers who already possess an account are encouraged to link it with Bithumb to avail themselves of the supplementary Bitcoin offer. Bithumb, a prominent crypto exchange in South Korea and a member of the Digital Asset Exchange Association (DAXA), has expressed ambitions of becoming the first crypto exchange listed on the South Korean stock market, despite facing delays in its initial public offering.

This innovative initiative of the Bitcoin meal box arrives amidst continued excitement surrounding the cryptocurrency market following the highly anticipated halving event on April 20. Bitcoin reached record-breaking heights in March, nearly touching $74,000, though current market fluctuations suggest a post-halving period of stagnation among Bitcoin enthusiasts. The cryptocurrency gained significant traction in the wake of the United States approving its inaugural Bitcoin exchange-traded funds (ETFs) on January 10. In South Korea, recent developments indicate a democratic party's pledge to permit Bitcoin ETFs, with plans for the request to be made following the opening of the National Assembly in June.

However, regulatory oversight in South Korea has become increasingly stringent in recent years, with authorities introducing harsher penalties for crypto-related offenses and issuing new guidelines for cryptocurrency exchanges in 2024. Late 2023 witnessed financial regulators in South Korea urging crypto users to report any unlicensed exchanges offering services within the region, underscoring the government's commitment to regulating the crypto space more closely.