[DigitalToday reporter Ji-young Lee] Dunamu said on Wednesday it will run the 'Upbit Pizza Day' campaign on its digital asset exchange Upbit. The campaign, held each year to mark May 22, is a social contribution programme that delivers pizzas to child care facilities nationwide based on user participation.

Dunamu has continued the campaign since 2019. It expanded it in 2022 to a member-participation donation format. Cumulative donations through last year total 13,453 pizzas.

This year, users can write messages through the 'Pizza Support Card Event' through May 8, and the messages will be delivered with the pizzas to child care facilities nationwide. The company will also draw 300 participants to receive a limited-edition 'Daisy Pizza'.

It will also run a participation event using bitcoin. Among users who newly sign up for the 'Coin Collecting' service and complete a trade by May 19, it will draw 2,026 to receive a Papa Johns pizza set worth 40,000 won.

The campaign reflects the meaning of 'Bitcoin Pizza Day', a symbolic anniversary for digital assets. The anniversary traces back to the first purchase of a physical item with bitcoin, when pizza was bought with bitcoin on May 22, 2010.

Yoon Sun-ju (윤선주), Dunamu's chief brand impact officer, said it is "a symbolic day to reflect on the meaning of digital assets". "This year, we planned the campaign around a structure in which user participation leads to donations. We hope many users can share the meaning and take part," Yoon said.