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▲ [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: while the owners directly traverse the global stage to expand the industry ecosystem, they are 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, unveiled the web content 'After Inkigayo! UP Kono (hereinafter UP Kono).'
'UP Kono' is a new format of entertainment that combines music and talk shows, featuring 20 top-tier K-POP artists such as &TEAM, BABYMONSTER, and BOYNEXTDOOR, 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 simply watching content, it features a fan voting event within the Upbit app on the theme of 'B-sides I'd like 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' by leveraging 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 Coin Karaoke 'UP Kono'!
According to industry sources, Dunamu Chairman Song Chi-hyung will attend the VIP program of President 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 operation know-how with local financial institutions such as Vietnam Military Commercial Bank (MB Bank). Dunamu, which experienced bitter frustrations due to regulatory issues during previous attempts to enter the Southeast Asian and US markets, is now evaluated to be paving the way for substantial overseas expansion through the direct involvement of its owners.
Dunamu recently reorganized its overseas expansion efforts by recruiting Choi Won-seok, former CEO of BC Card, as head of global business. With a popular approach using K-POP as a global cultural icon, combined with the active overseas sales diplomacy of its top management, the virtual asset industry's attention is focused on Dunamu's comprehensive moves to leap beyond the domestic No. 1 to become a 'global exchange.'
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