"Pizza Instead of Charts" — Why Upbit Is Most Serious About 'Pizza Day' on May 22
Sixteen years ago, on May 22, 2010, the first great step that rewrote the history of virtual assets began. That was the day Bitcoin, which had once existed only as theory in a white paper or as lines of computer code, was exchanged for a real-world physical item for the first time and proved its value as both a 'currency' and an 'asset.'
Upbit, South Korea's leading digital asset exchange, marks this most symbolic day in virtual asset history with cheerful and heartwarming campaigns every year. Here is a closer look at the fascinating history of Bitcoin Pizza Day and the spirit of coexistence Upbit is promoting through it today.
Q1. What is the historical background of 'Bitcoin Pizza Day' in virtual asset history?
When Bitcoin first appeared in 2008, introduced by Satoshi Nakamoto, it was little more than a number inside a computer program known only to a small group of people. But on May 22, 2010, a U.S. programmer, Laszlo Hanyecz, posted in the virtual asset community, "I will give you 10,000 BTC if you send me two pizzas," and the transaction actually went through. It was a moving moment when Bitcoin completed its first real-world transaction and was recognized for the first time as an asset. To commemorate it, May 22 is now called 'Bitcoin Pizza Day' every year.
Q2. Why is Upbit so committed to this historic Pizza Day campaign?
In the past, virtual assets were often seen as something static, with people quietly investing in front of a computer. But Upbit was different. Focusing on the historic first real-world transaction, the company launched this campaign in 2019 to celebrate the changes virtual assets have brought to our lives and to embody the core blockchain values of 'distribution and coexistence.' It is a wonderful effort to introduce the historical meaning of digital assets in a friendly way while also sharing warmth with neighbors in need.
Q3. This year's 2026 campaign, featuring actor Ko Kyung-pyo, has been making a big splash. What is it about?
That's right. This year, Upbit used the viral meme "You know what day it is, right?" to present a hilarious situational comedy-style ad with actor Ko Kyung-pyo. The catchy line in the video, "May 22 is Upbit Pizza Day~," surpassed 10 million cumulative views in just three weeks after its release and sparked a sensation.
Q4. Is it true that the 'real pizza' from the ad copy was actually released?
Yes. Upbit went beyond wordplay and teamed up with Papa Johns, the global pizza brand that inspired the original Pizza Day, to co-develop the real 'Upbit Daisy Pizza.' Shaped like a daisy flower, this cute limited-edition pizza was handed out as a special prize to users who joined this year's event, adding a fresh layer of fun.
Q5. I'm also curious how Upbit Pizza Day has evolved over the years.
Upbit Pizza Day has evolved in three major stages, adding new ideas each year.
2019 (Introduction phase): It took its first warm step by linking the campaign to donations for vulnerable groups.
2022 (Expansion phase): Upbit introduced a user-participation model in which the company donated on behalf of users who left messages of support, and expanded the campaign into community-sharing efforts such as the 'Good Small Business Funding Mission' and 'Pizza Truck Delivery.'
2024 to present (Content phase): Following last year's chef collaboration pizza and this year's Ko Kyung-pyo meme marketing, the campaign has fully established itself as a major brand event that the public actively enjoys like a form of entertainment.
Q6. How large is the annual 'pizza donation to child welfare facilities' program?
The real star of Upbit Pizza Day is giving. When users join the challenge through the app and pool their support, Upbit delivers freshly baked, delicious pizza to children at child welfare facilities nationwide. From 2019 through last year (2025), the cumulative number of pizzas delivered to children reached 13,453.
Q7. Is it true that the children's letters and drawings were once turned into NFTs?
This is considered one of the warmest examples of how a virtual asset exchange can put its technology to use. The handwritten letters and drawings sent by children who shared in the warmth of Pizza Day were converted into Non-Fungible Tokens (NFTs) and preserved. By connecting these one-of-a-kind heartfelt expressions with blockchain technology, Upbit created a meaningful way to share lasting memories with event participants.
In one line: Upbit Pizza Day turns the origins of virtual assets into cheerful marketing and continues to donate more than 13,000 pizzas in total.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
