Chinese-Linked Firm Quietly Embraces Bitcoin in Strategic Treasury Shift

A surprising signal of crypto’s quiet advance in mainland China has emerged—this time from the kitchen.

DayDayCook (DDC), a U.S.-listed food and lifestyle brand with operations in China, has taken a bold step into digital assets by initiating a Bitcoin reserve plan.

CEO Norma Chu revealed the company has already acquired 100 BTC worth approximately $10.4 million, with a long-term goal to accumulate up to 5,000 BTC over the next three years. The near-term target: 500 BTC by the end of 2025.

Though based in the U.S., DDC operates heavily in mainland China, a region long known for its hard stance on cryptocurrencies. The move raises eyebrows not just for its geographical context but also because the company’s official SEC filings make no direct mention of this strategic shift—despite a detailed shareholder letter announcing it.

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DDC’s annual filing instead alludes to the company’s search for new revenue streams and references updated crypto asset accounting guidelines from the Financial Accounting Standards Board (FASB). While the specifics around their Bitcoin holdings remain absent from regulatory documents, signs point to a gradual embrace of crypto as part of a diversification strategy.

The firm’s decision follows a year of solid financial growth, with 2024 revenues rising 33% year-over-year to 273.3 million yuan (around $37.4 million). According to Chu, the Bitcoin reserve marks a step toward “digital asset innovation” as the company navigates evolving financial markets and funding challenges.

Though China continues to restrict direct crypto activity, DDC’s approach could mark an early signal of how companies may find workarounds—using international structures to cautiously engage with digital assets from within tightly regulated environments.

Alexander Stefanov