Historic Japanese Kimono Maker Marusho Hotta Rebrands as Bitcoin Japan and Launches Corporate Bitcoin Treasury

Japanese Kimono Giant Rebrands as Bitcoin Japan and Launches Ambitious Crypto Strategy

One of Japan’s oldest textile makers is rewriting its future.

Marusho Hotta, one of Japan’s oldest and most respected kimono and textile makers, will officially rebrand as Bitcoin Japan Corporation at a shareholders meeting scheduled for 11 November.

The company will change its name to Bitcoin Japan Corporation on 11 November 2025 as it launches a Bitcoin treasury and related financial business, pending shareholder approval. (Source: hotta-marusho.co.jp)

This transition is the result of a sweeping new business model centered on cryptocurrency and digital finance.

This strategy follows a June agreement in which US-based crypto custody firm Bakkt Holdings acquired a controlling stake, aiming to pivot the traditional textile company into a Bitcoin treasury enterprise.

From Traditional Textiles to Bitcoin Treasury

Founded in 1861, Marusho Hotta has a long history, opening one of Japan’s first kimono wholesale stores in 1894 and listing on the Tokyo Exchange in 1974.

Despite this legacy, the company faced years of declining sales, culminating in a net loss of 407.32 million yen (approximately $2.7 million) for fiscal year 2024.

Following a 2017 acquisition by Tokyo-based RIZAP Group, the firm struggled to regain momentum.

That changed in June 2025 when US-based crypto custody firm Bakkt Holdings acquired a controlling stake, aiming to reposition Marusho Hotta as “a leading Japanese Bitcoin treasury company.”

The move sets the stage for a complete overhaul of the company’s business focus.

Bakkt’s Stake And New Leadership

The transformation accelerated in June when US crypto custody firm Bakkt Holdings agreed to buy a controlling stake.

Bakkt’s international president Phillip Lord will become the new chief executive, while Bakkt co-CEO Akshay Naheta is set to chair the board.

The company said this leadership shift aims to “align the interests of directors and shareholders” and deliver “medium- to long-term improvement in corporate value.”

Ambitious Expansion into Crypto and Finance

Bitcoin Japan plans to launch a comprehensive Bitcoin treasury business, including investment, holding, and asset management of BTC.

Beyond treasury operations, the company is eyeing ventures in AI and Bitcoin mining, developing data centres for both cloud computing and crypto mining.

Additionally, it intends to explore Web3 and blockchain services through consulting operations, alongside establishing financial instruments trading, investment advisory, and investment management businesses.

These initiatives mark a clear departure from traditional textile operations, signalling a bold entry into finance and digital assets.

A Growing Trend Among Japanese Textile Firms

Marusho Hotta is not alone. Kitabo, a Tokyo-listed synthetic yarns producer, recently announced plans to invest $5.4 million in Bitcoin and explore crypto and Real-World Asset (RWA) markets.

Like Marusho Hotta, Kitabo has faced shrinking revenues, posting a net loss of $785,000 for FY2024.

Other Japanese firms, including loyalty points provider Remixpoint, game company Gumi, and fashion retailer ANAP, have also begun building Bitcoin treasuries.

Metaplanet, notably, has amassed enough BTC to rank among the global top five treasury holders.

The trend highlights a growing appetite for digital assets as traditional businesses seek alternative revenue streams.

Tradition Meets High-Risk Ambition

Coinlive sees Marusho Hotta’s pivot as both daring and fraught.

A 164-year-old brand that once defined Japanese craftsmanship is wagering on an unpredictable asset class while shouldering heavy losses.

Bitcoin’s volatility, regulatory uncertainty and the capital demands of mining and data-centre operations could test the patience of investors.

Yet, if successful, Bitcoin Japan could become a symbol of how legacy industries reinvent themselves in the digital era.

Whether this storied kimono house can stitch together profits in the fast-moving crypto market will be the ultimate test of its reinvention.