Reborn Coffee Inc. (NASDAQ: REBN) shares surged after revealing a major initiative: a review of blockchain-based digital asset strategies. The California-based chain is exploring how regulated digital assets could enhance treasury management, payments, and customer engagement. CEO Jay Kim emphasizes responsible treasury practices to strengthen the company’s financial foundation.

No agreements have been made, and board approval would be necessary for any use of digital assets. Reborn recently signed a $1 million licensing deal with Reborn Korea Co., Ltd. to launch retail operations in South Korea, the world’s third-largest coffee-consuming country per capita. The flagship store in Seoul’s Gwanghwamun district will open this fall.

Following the flagship opening, Reborn Korea plans additional stores in Gwangjin, Nami Island, and Bundang, with nationwide expansion to follow. The brand’s sprouted coffee and bakery concepts will anchor the rollout while attracting franchise opportunities. The move into South Korea complements Reborn Coffee’s recent market entries in the Middle East, China, Georgia, and Armenia, aligning with its global growth and financial management strategy.

Investors can gain exposure to retail and innovation themes through the Consumer Discretionary Select Sector SPDR Fund (NYSE: XLY) and the Global X MSCI China Consumer Discretionary ETF (NYSE: CHIQ). At last check, REBN shares were trading higher by 7.33% to $3.200. This expansion and financial strategy highlights Reborn Coffee’s commitment to innovation and global growth.

Read more at Yahoo Finance: Reborn Coffee Expands Globally, Eyes Blockchain For Future-Proof Financial Management