Why is BNB going up so much?

Could you please elaborate on the reasons behind the significant surge in BNB's price? I'm curious to know what factors are driving its upward trend and if it's sustainable in the long run. Could it be due to the increasing popularity of Binance Exchange, or is there something else at play? I'm also interested in understanding how investors are reacting to this trend and whether it's attracting new entrants into the cryptocurrency market. Would you mind sharing your insights on this matter?