Dunamu's Quick Steps for Global Expansion... Song Chi-hyung's 'Trump Meeting', K-POP Stars in 'Upbit Kono'

▲ [Photo Material] Dunamu Logo ©

Dunamu, which operates Upbit, the No. 1 virtual asset exchange in Korea, is accelerating its 'Global First' strategy to break through the limitations of the stagnant domestic market. A 'two-track' strategy stands out: owners are directly traversing the global stage to expand the industry ecosystem, while also attempting to build a familiar brand image for global users with content utilizing K-POP, which enjoys worldwide popularity.

On the 24th, Dunamu, in collaboration with the production team of SBS Inkigayo, officially unveiled the web content 'After Inkigayo! UP Kono (hereinafter UP Kono)'.

'UP Kono' is a new entertainment format combining music and talk shows, featuring 20 top-tier K-POP artists such as &TEAM, BABYMONSTER, and BOYNEXTDOOR, performing in a 'Coin Karaoke (Kono)' decorated with the Upbit logo. Starting with its first broadcast on the 23rd, it will be simultaneously aired over a total of 40 episodes through SBS Inkigayo and Upbit's official YouTube channel.

Beyond simple content viewing, it features a fan voting event within the Upbit app on the theme of 'Songs I want my artist to sing,' encouraging direct user participation and interaction. A Dunamu official stated, "We planned this to expand Upbit's brand experience for users through K-POP, a global popular culture," expressing their commitment to delivering differentiated brand value through the combination of cultural content.

In addition to strengthening 'Soft Power' through cultural content, the significant overseas activities of Dunamu's management are another pillar of its global strategy.

▲ [Photo Material] K-POP stars gather at Upbit's Coin Karaoke 'UP Kono'!

According to industry sources, Dunamu Chairman Song Chi-hyung will attend the VIP program of Donald Trump's memecoin event held in Florida, USA, on the 25th (local time). At this event, he plans to directly promote the dynamism of the Korean virtual asset market and Upbit's competitiveness.

Furthermore, Vice Chairman Kim Hyung-nyeon accompanied President Lee Jae-myung on his visit to Vietnam and is discussing plans to export a package of virtual asset exchange system construction and operational know-how to local financial institutions, including Vietnam Military Commercial Joint Stock Bank (MB Bank). It is evaluated that Dunamu, which experienced painful setbacks due to regulatory issues during its past attempts to enter the Southeast Asian and US markets, is now paving the way for substantial overseas expansion through the direct involvement of its owners.

Dunamu recently reorganized its international expansion efforts by appointing Choi Won-seok, former CEO of BC Card, as the head of global business. With a popular approach leveraging K-POP as a global cultural icon, combined with the active overseas sales diplomacy of its top executives, the virtual asset industry is closely watching Dunamu's comprehensive moves to leap beyond being the domestic No. 1 to becoming a 'global exchange'.