출처: Block Media
U.S. Policy Shifts and Legislative Progress Ignite Optimism in the Global Cryptocurrency Market
The global cryptocurrency market is undergoing a renewed surge of optimism, driven by pivotal regulatory developments in the United States and promising legislative advancements. In South Korea, the inauguration of the Lee Jae-myung administration has heightened expectations for regulatory easing, setting the stage for a competitive race among major cryptocurrency exchanges to attract customers.
On July 17 (local time), the U.S. House of Representatives approved three landmark digital asset bills. Chief among them is the "Genius Act," which aims to institutionalize stablecoins and is expected to take effect immediately following President Trump's signature on July 18. The House also passed the "Clarity Act" (Digital Asset Structuring Bill) and the "CBDC Anti-Surveillance Act," solidifying a historic week for digital asset regulation.
Immediate Market Reactions Reflect Growing Confidence in Crypto
Investor enthusiasm surged in response to these legislative milestones. According to CoinMarketCap data, Bitcoin (BTC) was trading at approximately $119,580 as of 4:53 PM local time on July 18, reflecting a 0.99% increase over the past 24 hours. This marks a robust 58.3% recovery from its April 9 low of $76,273. Meanwhile, Ethereum (ETH) gained 4.82%, and XRP soared 9.97%. On South Korea’s Upbit exchange, BTC was valued at approximately KRW 161.23 million.
The positive market sentiment extends beyond the global level, reshaping strategies for domestic exchanges in South Korea as they capitalize on this renewed momentum.
South Korean Exchanges Intensify Marketing Amid Bullish Sentiment
As optimism sweeps through the cryptocurrency landscape, South Korea's leading exchanges—Bithumb, Coinone, and Upbit—are ramping up their efforts to attract users. A detailed survey by Blockmedia reported that from April 1 to mid-July, Bithumb hosted 78 events, Coinone launched 72 campaigns, and Upbit conducted 19 marketing initiatives. These campaigns underscore the strategic moves underway to benefit from a resurgent digital asset market.
Bithumb’s Multifaceted Approach to Customer Attraction
Bithumb has emerged as an industry leader, leveraging expansive partnerships to bring digital assets closer to mainstream audiences. In July, Bithumb collaborated with major brands such as Lotte World, KB Securities, GS25, and Brandy to roll out promotional events, affirming a commitment to integrating crypto into sectors like retail, finance, lifestyle, and fashion.
The platform has actively rewarded new and existing users through referral bonuses and welcome missions, strengthening customer loyalty. "Our partnerships across diverse industries reflect the convergence of traditional and digital assets," a Bithumb spokesperson said.
Bithumb’s robust marketing efforts are paying off, evidenced by its July 18 trading volume, which reached $2.848 billion—a staggering 345% increase from $639.72 million on April 1, based on data from CoinGecko.
Coinone’s Event-Driven Acquisition Strategy
Coinone has adopted a highly aggressive strategy, leveraging event-based marketing to capture new users. Between April and mid-July, it hosted 72 promotional events, ranging from zero-fee trading offers to collaborations with lifestyle platforms like Yogiyo and CatchTable.
A standout initiative was Coinone’s July 7 partnership with KakaoBank, offering 100,000 newly registered users Bitcoin (BTC) worth ₩3,000. By targeting crypto beginners with tangible rewards, Coinone aims to cement its position in the competitive market.
"Our focus on accessibility and concrete rewards ensures a steady influx of new users. Moving forward, we plan to strengthen user-centric strategies," a Coinone spokesperson remarked.
This dynamic approach has yielded impressive results. Coinone’s trading volume surged by 278%, climbing from $60.38 million (₩84 billion) on April 1 to $2.284 billion (₩3.17 trillion) on July 18.
Upbit: A Cautious Yet Strategic Long-Term Vision
Dominating the South Korean cryptocurrency trading landscape, Upbit has opted for a more measured approach by prioritizing user engagement and ecosystem enhancements over aggressive promotions. From April to mid-July, it conducted 19 events, fewer than its peers Bithumb and Coinone.
"Although fewer in number, our campaigns are thoughtfully designed with a long-term perspective," an Upbit representative stated.
Upbit's initiatives include interactive events such as the "Pizza Day Event" and a rewards program for Ethereum and Polygon-based NFT traders. The company has also ventured into tech collaborations, such as its June partnership with Samsung Electronics to launch the "Galaxy S25 Edge Upbit Exclusive," aiming to improve brand visibility and market influence.
Despite its restrained marketing strategy, Upbit’s trading volume reflects robust growth. On July 18, the platform recorded a daily volume of $7.135 billion, representing a 310% rise from $1.735 billion on April 1.
A Competitive Ecosystem Poised for Further Growth
As global regulatory clarity emerges and investor confidence deepens, South Korea’s cryptocurrency exchanges are evolving their strategies to remain competitive. Through extensive brand collaborations, user-centric promotions, and strategic foresight, platforms like Bithumb, Coinone, and Upbit are not only navigating the shifting tides but actively fostering a thriving digital asset ecosystem.
With legislators and market participants aligned on creating a more secure and regulated crypto environment, South Korea stands at the forefront of driving innovation in the global digital asset space. This renewed optimism signals a transformative era for the cryptocurrency market, setting the stage for sustained growth and wider adoption.
