Emart24, a prominent South Korean convenience store chain, is set to introduce a Bitcoin-themed meal box as an in-store item.

According to a May 9 announcement, the company has joined hands with local cryptocurrency exchange Bithumb to bring the Bitcoin delicacy to life. 

The partnership will make 30,000 of these meal boxes available by the end of the month. Each box will cost $4.30, or 5,900 Korean won.

Local media reports add that the Bitcoin meal boxes will also allow buyers to participate in a Bitcoin giveaway worth 10,000 Won. Customers need to download Bithumb’s application and enter the coupon number found in the meal boxes to participate.

In recent times, South Korea has seen consumer brands actively engage in promotions that integrate cryptocurrency. Crypto businesses have also taken various measures to take crypto to the grassroots level.

Crypto exchange Upbit has previously collaborated with cultural icons such as K-pop to launch an NFT platform targeting global fans of its artists.

Before that, MiL.k — a crypto rewards startup, partnered with South Korean retailer Shinsegae Duty-Free to launch crypto-based reward points. 

The recent move is a part of Bithumb’s broader campaign to promote cryptocurrency trading in South Korea.

In a bid to onboard new users, the exchange is also offering 20,000 won worth of Bitcoin for users who sign up using an NH Nonghyup bank account. A spokesperson added that users who already have an account with the bank must connect it to Bithumb to be eligible.

The development also comes at a time of heightened scrutiny in the nation. Recent reports suggest the nation’s Justice Ministry and the Ministry of the Interior and Safety are set to discuss the creation of the Joint Virtual Asset Crime Investigation Unit.

The nation will also introduce its first regulatory framework for digital currencies on July 19. The regulations will impose stricter penalties for crypto market manipulators.