BLOGSIA.EU.ORG - A historic Japanese textile company is preparing a bold pivot into cryptocurrency. Marusho Hotta, one of Japan’s most renowned kimono and textile manufacturers, announced plans to rebrand itself as Bitcoin Japan at its upcoming shareholders’ meeting in October 2025.
The company confirmed its new English name will be Bitcoin Japan Corporation, signaling a transformation from a legacy fashion house into a firm focused on the Bitcoin treasury business. The move highlights growing interest among Japanese companies in crypto assets as traditional industries face declining demand.
The rebranding will be formally approved at a shareholders’ meeting on November 11. According to a statement, this step will mark the beginning of Marusho Hotta’s official Bitcoin accumulation strategy.
The announcement comes after a June deal in which U.S.-based crypto custodian Bakkt Holdings agreed to acquire a controlling stake in Marusho Hotta. Bakkt said its plan is to reshape the kimono maker into one of Japan’s leading Bitcoin treasury companies.
Executives argue the shift reflects an urgent need to diversify beyond textiles.
“We have decided to launch a new business, the Bitcoin treasury business, to expand our scope and move into new financial sectors,” Marusho Hotta said in its release.
As part of the rebrand to Bitcoin Japan, the company will undergo a leadership overhaul. Phillip Lord, President of Bakkt International, will become CEO, while Akshay Naheta, a top executive at Bakkt Holdings, will serve as Chairman of the Board. The new management structure is designed to align shareholder interests and boost long-term corporate value.
Founded in 1861, Marusho Hotta started as a kimono wholesaler in 1894 and listed on the Tokyo Stock Exchange in 1974. But decades of declining sales forced Tokyo-based RIZAP Group to take control in 2017. By 2024, Marusho Hotta posted a net loss of 407.32 million yen (USD 2.7 million), underscoring the pressure to reinvent itself.
The shift into cryptocurrency mirrors other moves in Japan’s struggling textile sector. Kitabo, a synthetic yarn producer listed on TYO, announced earlier this year it would purchase USD 5.4 million worth of Bitcoin as its entry into the crypto and Real World Assets (RWA) markets. Kitabo reported a net loss of USD 785,000 in fiscal 2024, further pushing the company toward crypto adoption.
Analysts note that many traditional retailers in Japan are “increasingly unviable,” as highlighted by the EU-Japan Centre for Industrial Cooperation in 2021. This has spurred companies like Marusho Hotta and Kitabo to seek survival strategies in Bitcoin.
Beyond Bitcoin accumulation, these companies are also exploring BTC lending services as part of their rebranding. Such diversification could open up cross-border business opportunities and partnerships with overseas crypto firms.
Japan’s pivot into Bitcoin is not limited to textiles. Several major domestic companies have entered the Bitcoin treasury market in 2025:
This trend indicates that Bitcoin in Japan is no longer restricted to fintech startups but is increasingly viewed as a strategic corporate asset across multiple industries.
For Marusho Hotta, the name change to Bitcoin Japan Corporation is more than symbolic. It is a radical attempt to redefine a 164-year-old brand, replacing declining kimono sales with a future built on Bitcoin reserves and financial services.
Key steps in the transition include:
The rebranding will be formally approved at a shareholders’ meeting on November 11. According to a statement, this step will mark the beginning of Marusho Hotta’s official Bitcoin accumulation strategy.
The announcement comes after a June deal in which U.S.-based crypto custodian Bakkt Holdings agreed to acquire a controlling stake in Marusho Hotta. Bakkt said its plan is to reshape the kimono maker into one of Japan’s leading Bitcoin treasury companies.
Executives argue the shift reflects an urgent need to diversify beyond textiles.
“We have decided to launch a new business, the Bitcoin treasury business, to expand our scope and move into new financial sectors,” Marusho Hotta said in its release.
As part of the rebrand to Bitcoin Japan, the company will undergo a leadership overhaul. Phillip Lord, President of Bakkt International, will become CEO, while Akshay Naheta, a top executive at Bakkt Holdings, will serve as Chairman of the Board. The new management structure is designed to align shareholder interests and boost long-term corporate value.
Founded in 1861, Marusho Hotta started as a kimono wholesaler in 1894 and listed on the Tokyo Stock Exchange in 1974. But decades of declining sales forced Tokyo-based RIZAP Group to take control in 2017. By 2024, Marusho Hotta posted a net loss of 407.32 million yen (USD 2.7 million), underscoring the pressure to reinvent itself.
The shift into cryptocurrency mirrors other moves in Japan’s struggling textile sector. Kitabo, a synthetic yarn producer listed on TYO, announced earlier this year it would purchase USD 5.4 million worth of Bitcoin as its entry into the crypto and Real World Assets (RWA) markets. Kitabo reported a net loss of USD 785,000 in fiscal 2024, further pushing the company toward crypto adoption.
Analysts note that many traditional retailers in Japan are “increasingly unviable,” as highlighted by the EU-Japan Centre for Industrial Cooperation in 2021. This has spurred companies like Marusho Hotta and Kitabo to seek survival strategies in Bitcoin.
Beyond Bitcoin accumulation, these companies are also exploring BTC lending services as part of their rebranding. Such diversification could open up cross-border business opportunities and partnerships with overseas crypto firms.
Japan’s pivot into Bitcoin is not limited to textiles. Several major domestic companies have entered the Bitcoin treasury market in 2025:
- Metaplanet has amassed enough Bitcoin to rank among the global top five treasury holders.
- Remixpoint, a loyalty point provider, has started building its Bitcoin reserves.
- Gaming developer Gumi and fashion retailer ANAP have also announced their Bitcoin strategies.
This trend indicates that Bitcoin in Japan is no longer restricted to fintech startups but is increasingly viewed as a strategic corporate asset across multiple industries.
For Marusho Hotta, the name change to Bitcoin Japan Corporation is more than symbolic. It is a radical attempt to redefine a 164-year-old brand, replacing declining kimono sales with a future built on Bitcoin reserves and financial services.
Key steps in the transition include:
- Approving the rebrand to Bitcoin Japan Corporation at the November 11 shareholders’ meeting.
- Launching Bitcoin treasury operations under Bakkt-led management.
- Appointing Phillip Lord as CEO and Akshay Naheta as Chairman.
- Expanding into crypto-related services, including BTC lending.
- Pursuing medium- to long-term growth through Bitcoin adoption in Japan.
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