Bakkt Shakes Up Japan: Marusho Hotta Rebrands as Bitcoin.jp in Bold Crypto Push

Bakkt just dropped a regulatory-approved bombshell in Tokyo—its Japanese acquisition Marusho Hotta is now Bitcoin.jp, doubling down on crypto's rising sun.

Why it matters: This isn't just a name change. It's a strategic cannonball into Japan's tightly controlled crypto waters, where the FSA watches exchanges like sumo referees.

The play: By rebranding a licensed local player instead of building from scratch, Bakkt sidesteps two years of paperwork—Wall Street's favorite regulatory arbitrage.

Between the lines: That '.jp' domain isn't cute branding. It's a calculated signal to Japanese investors still burned by Mt. Gox, screaming 'we're playing by the rules (this time).'

The kicker: Because nothing says 'trust us with your Bitcoin' like a corporate rebrand—unless it's 2025's 17th exchange rebrand this year.

This purchase fits into Bakkt’s overall strategic objectives. In June 2025, it registered a multi-security shelf offering to sell up to $1 billion of securities, then raised a $75 million public equity offering in July, both to finance its corporate bitcoin initiative. Even with the decline in its stock price after announcing the funding, Bakkt is doubling down on its long-term ambitions.

Bakkt co-CEO Akshay Naheta noted that the transparent crypto regulations in Japan create a great setting to grow Bitcoin-centric business. “We look forward to partnering with MHT to develop a premier Bitcoin treasury firm,” Naheta said.

The deal terms were not revealed, but further information will be released as the transaction moves along. The treasury shift and rebranding are pending approval from Marusho Hotta shareholders.

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