In 2024, a quiet shift in strategy turned a little-known Japanese firm into one of Asia’s most closely watched companies in the crypto space.
That firm was Metaplanet.
Originally focused on hospitality and investment, Metaplanet wasn’t even on the radar of Bitcoin watchers. But in April 2024, it made a bold move: it added Bitcoin to its corporate treasury and pivoted toward a Bitcoin-focused business model.
That decision changed everything.
By May 2025, Metaplanet had acquired nearly 6,800 BTC — more than the national holdings of El Salvador, the first country to adopt Bitcoin as legal tender.
According to recent filings and market updates, the company has plans to reach 10,000 BTC by the end of the year.
Metaplanet’s strategy was heavily inspired by MicroStrategy in the U.S., whose early Bitcoin treasury moves set the tone for corporate crypto adoption.
But Metaplanet added its own spin — aggressively building its Bitcoin position while simultaneously launching initiatives to support education and adoption in Japan.
It backed the launch of Bitcoin Magazine Japan and announced a “Bitcoin Hotel” in Tokyo set to open in 2026.
Simon Gerovich 
, CEO of Metaplanet, described the pivot as a long-term response to growing global currency instability. “We’re positioning ourselves for the next decade,” he said in a recent interview, “not just the next quarter.”
The market has taken notice.
Metaplanet’s stock surged over 7,000% since the pivot, making it one of the most traded stocks on the Tokyo Stock Exchange in 2025.
While risks remain — including Bitcoin’s volatility and regulatory uncertainty — Metaplanet is now seen by many as Asia’s first true corporate Bitcoin powerhouse.
And they’re just getting started.
