South Korea’s leading cryptocurrency exchange Bithumb has launched an unexpected partnership with KidZania, a popular children’s career experience theme park, signaling a bold shift toward family-oriented marketing. Timed for the summer vacation season, the initiative targets both parents and children, positioning Bithumb as more than just a financial platform and aiming to evolve into a lifestyle-integrated brand.
Running from June 12 to August 30, 2025, the campaign offers new Bithumb members a half-day pass for two at KidZania, ₩50,000 worth of Bithumb points, and a ₩20,000 welcome mission reward, totaling approximately ₩70,000 in benefits. Existing users aren’t left out either—they receive a 35% discount on a four-person family pass along with bonus “Kizo” virtual currency used within the KidZania park.
Through this collaboration, Bithumb is proactively exploring the mainstream adoption of digital assets in everyday life. The campaign specifically targets 30–40-year-old parents—a demographic that often overlaps with tech-savvy crypto users—and introduces them to Bithumb through family-friendly value offerings.
A Bithumb spokesperson noted, “We wanted to create a special summer experience for families, and this partnership is part of our effort to provide members with unique, differentiated benefits.”
Industry experts see this as more than just a promotional stunt. Instead, it’s viewed as a strategic brand repositioning—one that shifts the perception of crypto exchanges from “speculative platforms” to trusted, lifestyle-integrated service providers.
