Reinforcing The Brand's Dynamic Identity by Partnering With Global Music Icon Jay Park to Ignite Asian Markets
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HONG KONG, June 22, 2026 /PRNewswire/ -- Tuborg, Carlsberg Asia's flagship international brand, is building on the momentum of its global creative campaign "Why You Have To Follow The Norms," first introduced in March this year. The campaign is now expanding across key Asian markets, including China, Vietnam, and Myanmar.
As Gen Z increasingly values self-expression and individuality, Tuborg continues to evolve its brand to remain culturally relevant and distinctive. In line with Carlsberg Group's ambition to strengthen its global beer portfolio, the brand unveils a refreshed identity—featuring a bold, dynamic design that enhances its energy and modern appeal, while staying true to its iconic heritage.
Rooted in Tuborg's long-standing association with music, creativity, and vibrant social experiences, the campaign positions the brand as a bold and energetic choice for the next generation of beer drinkers.
As part of this strategy, Tuborg has partnered with internationally renowned Korean American artist Jay Park as its new brand ambassador in Asia. A cross-cultural music icon spanning K-pop, hip-hop, and R&B, Jay Park is widely recognised among Gen Z and embodies a deep-rooted connection to music and hip-hop culture. His journey from breaking away from conventional idol pathways to establishing himself as an independent artist and entrepreneur perfectly reflects Tuborg's "Why You Have To Follow The Norms" ethos. His influence across music, fashion, and dance makes him an ideal ambassador to bring the campaign to life.
Beyond his extensive music career and recent tours across Asia, Jay Park's role as a mentor on leading programmes such as Street Dance of China and The Rap of China underscores his cultural impact across the region. His ethos of self-expression and challenging norms aligns seamlessly with Tuborg's DNA, reinforcing the idea that authenticity is key.
At the heart of its collaboration with Jay Park, "Why You Have To Follow The Norms?" carries a meaningful message that resonates deeply with today's generation. The campaign reflects the pressures, expectations, and social norms that many Gen Z consumers face in their daily lives—factors that can often limit self-expression and prevent them from fully embracing their potential. Through this campaign, Tuborg encourages young people to challenge those constraints, break free from outdated expectations, and have the confidence to follow their own path. At its core, "Why You Have To Follow The Norms?" is a celebration of individuality, freedom, and the courage to step outside the box, empowering Gen Z to enjoy life to the fullest and become the best version of themselves.
As part of the campaign, Tuborg has reimagined its can design to reflect the bold and rebellious creative direction – "new fit, same pop." The new packaging incorporates a progressive design language inspired by dynamic rhythms, while leveling up colour contrast and refining the label. The brand's iconic "Clockman" symbol is highlighted to enhance recognition and consistency—bringing the "Why You Have To Follow The Norms" mindset to life through striking, electro-inspired interpretations of Tuborg's signature green and blue.
In parallel, the bottle format challenges traditional conventions with an enhanced pull-tab opening system, delivering a seamless "open whenever you feel like it" experience. This feature aligns with a more spontaneous lifestyle, reinforcing Tuborg's free-spirited attitude while further elevating product appeal among modern, experience-driven consumers.
Jeff Chong, Director, International Premium Brands, Carlsberg Asia says, "This revamp goes beyond an update to our ambassador or product design—it represents a broader evolution of Tuborg as a brand. As consumer expectations shift from functional benefits to values and cultural relevance, 'Why You Have To Follow The Norms' serves as a powerful extension of our identity. Partnering with Jay Park amplifies Tuborg's bold, optimistic energy and enables us to connect more effectively with today's generation."
Daniel Thomas Grass, Senior Director, Marketing of Carlsberg Vietnam says, "Music has always been at the heart of Tuborg's DNA, making our collaboration with global brand ambassador Jay Park a natural extension of what the brand stands for. Through this partnership and a series of bold, high-energy experiences, we hope to connect with Gen Z in authentic ways and inspire them to embrace their individuality, express themselves freely, and celebrate what makes them unique.
The campaign kicked off with the K-PULSE concert, where Jay Park's high-energy performance set the tone—perfectly reflecting culture-led activations."
The campaign has been rolled out across China, Vietnam and Myanmar through market-specific activations at the intersection of music, fashion, and community. In China, Tuborg amplified the campaign through KOL engagement and UGC-driven formats—encouraging audiences to express "Why You Have To Follow The Norms" in their own way. In Vietnam, high-energy TikTok challenges and freestyle-led content empowered bold, personal interpretations of the brand message.
Across markets, tailored execution, immersive experiences, and socially led storytelling work in tandem with KOLs and consumer UGC to drive authentic engagement and organic amplification.
About Carlsberg Asia
Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 37,000 employees, and with a presence in more than 125 markets, the Group has a purpose of brewing for a better today and tomorrow Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society.
Carlsberg Asia is a dynamic and diverse region comprising 8 operating markets: Cambodia, China, Hong Kong S.A.R., Laos, Malaysia, Myanmar, Singapore and Vietnam. Altogether we have 34 breweries and some 12,000 employees spreading across the Asian markets. The Asia Regional Office is based in Hong Kong.
About Tuborg
Tuborg is a vibrant, unconventional and imaginative beer brand born in Copenhagen in 1880. With the motto "Stagnation is Decline" cast above its original brewery door, Tuborg has always embraced progress and motion, setting the rhythm for generations of experience seekers. As the "social drummer," Tuborg supports youth culture, music and spontaneous self-expression, offering a canvas for creativity and exploration. Known for its crisp, smooth taste and balanced bitterness, Tuborg is sold in over 80 countries and recognised as one of the world's top 10 premium beer brands. It has been shaped into a stylish beer brand for young consumers around the world.
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Tuborg Ushers in a New Era with "Why You Have To Follow The Norms" Campaign
Tuborg Ushers in a New Era with "Why You Have To Follow The Norms" Campaign
Tuborg Ushers in a New Era with "Why You Have To Follow The Norms" Campaign
Bitmine owns 4.7% of the total ETH coin supply of 120.7 million
Bitmine is 94% of the way to the 'Alchemy of 5%' in just 11 months
Bitmine's Series A Preferred Stock is trading on the NYSE under the symbol BMNP
Bitmine has 4,718,677 staked ETH, representing $8.2 billion at $1,733 per ETH. MAVAN (Made in America VAlidator Network) is a premier Ethereum staking destination for BMNR and institutional investors
Bitmine owns $104 million of Eightco (NASDAQ: ORBS), now one of the only publicly listed equities in the world to provide investors indirect exposure to OpenAI
Bitmine Crypto + Total Cash Holdings & Marketable Securities + "Moonshots" total $10.7 billion, including 5.67 million ETH tokens, total cash & marketable securities of $601 million, and other crypto holdings
Bitmine remains supported by a premier group of institutional investors including ARK's Cathie Wood, MOZAYYX, Founders Fund, Bill Miller III, Pantera, Kraken, DCG, Galaxy Digital and personal investor Thomas "Tom" Lee to support Bitmine's goal of acquiring 5% of ETH
NORWALK, Conn., June 22, 2026 /PRNewswire/ -- (NYSE: BMNR) Bitmine Immersion Technologies, Inc. ("Bitmine" or the "Company") a Bitcoin and Ethereum Network company with a focus on the accumulation of crypto for long term investment, today announced Bitmine crypto + total cash & marketable securities + "moonshots" holdings totaling $10.7 billion.
As of June 21, 2026 at 3:00pm ET, the Company's crypto holdings are comprised of 5,672,956 ETH at $1,733 per ETH (per Coinbase NASDAQ: COIN), 205 Bitcoin (BTC), $180 million stake in Beast Industries, $104 million stake in Eightco Holdings (NASDAQ: ORBS) ("moonshots") and total cash & marketable securities of $601 million. Bitmine's ETH holdings are 4.7% of the ETH supply (of 120.7 million ETH).
"The best years for crypto remain ahead, in our view. Tokenization and the rapid progress in AI are expected to drive exponential demand growth for blockchain and decentralized crypto," stated Thomas "Tom" Lee, Chairman of Bitmine.
On June 10, Bitmine closed its offering (the "offering") registered under the Securities Act of 1933, as amended (the "Securities Act"), of 3,500,000 shares of 9.50% Series A Perpetual Preferred Stock (the "Series A Preferred Stock"), at a public offering price of $80.00 per share.
The Company received net proceeds from the offering of approximately $273.8 million, after deducting the underwriting discounts and commissions and the Company's estimated offering expenses. The Series A Preferred Stock is trading on the NYSE under the symbol BMNP. The dividends for BMNP are scheduled to be paid weekly, subject to the terms of the applicable Certificate of Designations.
On June 11, 2026, Bitmine was named to the Fortune 100 Crypto List (link here). Fortune published this definitive ranking of the most influential companies in blockchain and draws on rigorous data analysis by Inca Digital and a survey of leading crypto experts, according Fortune Magazine.
On May 11, 2026, Bitmine released the latest Chairman's Message (link here) for May 2026.
"Over the past week, we acquired 52,203 ETH. We continue to maintain a steady pace of accumulation throughout 2026. We believe we are in the early stages of crypto spring. Bitmine is expected to reach the 'alchemy of 5%' sometime in 2026," stated Mr. Lee.
Bitmine recently launched MAVAN (the Made in American VAlidator Network), the institutional grade staking platform. While MAVAN was originally developed to support Bitmine's own Ethereum treasury, MAVAN intends to expand to serve institutional investors, custodians, and ecosystem partners seeking best-in-class staking infrastructure. A portion of Bitmine's ETH is already staked on the MAVAN platform.
As of June 21, 2026, Bitmine total staked ETH stands at 4,718,677 ($8.2 billion at $1,733 per ETH). "Bitmine has staked more ETH than other entities in the world. At scale (when Bitmine's ETH is fully staked by MAVAN and its staking partners), the projected ETH staking reward is $268 million on an annualized basis (using 2.73% 7-day BMNR yield)," stated Lee.
"Annualized staking revenues are now projected at $223 million. And this 4.7 million ETH is over 83% of the 5.67 million ETH held by Bitmine. Bitmine's own staking operations generated a 7-day yield of 2.73% (annualized)," continued Lee.
Bitmine's crypto holdings reign as the #1 Ethereum treasury and #2 global treasury, behind Strategy Inc. (NASDAQ: MSTR), which reportedly owns 846,842 BTC valued at $54 billion. Bitmine remains the largest ETH treasury in the world.
Bitmine is one of the most widely traded stocks in the US. According to data from Fundstrat, the stock has traded average daily dollar volume of $717 million (4-day average, as of June 18, 2026), ranking #219 in the US, behind Entegris Inc (rank #218) and ahead of Target Corp (rank #220) among 5,704 US-listed stocks (statista.com and Fundstrat research).
Bitmine management believes the GENIUS Act and Securities and Exchange Commission's (the "SEC") Project Crypto are as transformational to financial services in 2025 as US action on August 15, 1971 ending Bretton Woods and the USD on the gold standard 54 years ago. This 1971 event was the catalyst for the modernization of Wall Street, creating the iconic Wall Street titans and financial and payment rails of today. These proved to be better investments than gold.
The Company also announced that the Board of Directors has declared the following seven weekly cash dividends on the outstanding shares of the Company's Series A Preferred Stock, which are expected be paid on the respective payment dates below, to holders of record of the Series A Preferred Stock as of the close of business on the respective record dates provided in the following table:
| Div # | Record Date | Payment Date | Amount Per Share
of Series A Pref.
Stock |
| 5 | Tue, Jul 7, 2026 | Fri, Jul 17, 2026 | $0.1847 |
| 6 | Tue, Jul 14, 2026 | Fri, Jul 24, 2026 | $0.1847 |
| 7 | Tue, Jul 21, 2026 | Fri, Jul 31, 2026 | $0.1847 |
| 8 | Tue, Jul 28, 2026 | Fri, Aug 7, 2026 | $0.1847 |
| 9 | Tue, Aug 4, 2026 | Fri, Aug 14, 2026 | $0.1847 |
| 10 | Tue, Aug 11, 2026 | Fri, Aug 21, 2026 | $0.1847 |
| 11 | Tue, Aug 18, 2026 | Fri, Aug 28, 2026 | $0.1847 |
Div #
Record Date
Payment Date
Amount Per Share
of Series A Pref.
Stock
5
Tue, Jul 7, 2026
Fri, Jul 17, 2026
$0.1847
6
Tue, Jul 14, 2026
Fri, Jul 24, 2026
$0.1847
7
Tue, Jul 21, 2026
Fri, Jul 31, 2026
$0.1847
8
Tue, Jul 28, 2026
Fri, Aug 7, 2026
$0.1847
9
Tue, Aug 4, 2026
Fri, Aug 14, 2026
$0.1847
10
Tue, Aug 11, 2026
Fri, Aug 21, 2026
$0.1847
11
Tue, Aug 18, 2026
Fri, Aug 28, 2026
$0.1847
The Chairman's message can be found here:
https://www.Bitminetech.io/chairmans-message
The Fiscal Full Year 2025 Earnings presentation and corporate presentation can be found here: https://Bitminetech.io/investor-relations/
To stay informed, please sign up at: https://Bitminetech.io/contact-us/
About Bitmine
Bitmine (NYSE: BMNR) is a Bitcoin miner with operations in the US. The company is deploying its excess capital to be the leading Ethereum Treasury company in the world, implementing an innovative digital asset strategy for institutional investors and public market participants. Guided by its philosophy of "the alchemy of 5%," the Company is committed to ETH as its primary treasury reserve asset, leveraging native protocol-level activities including staking and decentralized finance mechanisms. The Company launched MAVAN (Made-in America VAlidator Network), a dedicated staking infrastructure for Bitmine assets, in 2026.
For additional details, follow on X:
https://x.com/bitmnr
https://x.com/fundstrat
Forward Looking Statements
This press release contains statements that constitute "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. The statements in this press release that are not purely historical are forward-looking statements which involve risks and uncertainties. These forward-looking statements can be identified by terms such as "expects," "projects," "projected," "intends," "believes," "anticipates," "estimates," and similar expressions. This document specifically contains forward-looking statements regarding: (i) the Company's goals regarding ETH acquisition, including the 'Alchemy of 5%' initiative and the expectation that Bitmine will reach this goal sometime in 2026; (ii) the Company's beliefs and expectations regarding the cryptocurrency market, including the view that the best years for crypto remain ahead and that tokenization and the rapid progress in AI are expected to drive exponential demand growth for blockchain and decentralized crypto; (iii) the Company's belief that it is in the early stages of "crypto spring"; (iv) the dividend payment schedule for the Series A Preferred Stock, including the expectation that weekly cash dividends in the amount of $0.1847 per share will be paid on the dates set forth herein to holders of record as of the respective record dates; (v) the Company's digital asset accumulation strategy and staking operations, including projected annualized ETH staking rewards of approximately $268 million (when Bitmine's ETH is fully staked by MAVAN and its staking partners) and current projected annualized staking revenues of approximately $223 million; (vi) MAVAN's intended expansion to serve institutional investors, custodians, and ecosystem partners seeking best-in-class staking infrastructure; (vii) management's belief that the GENIUS Act and SEC Project Crypto are as transformational to financial services as US action on August 15, 1971 ending Bretton Woods and the USD gold standard; and (viii) continued growth and advancement of the Company's Ethereum treasury strategy. In evaluating these forward-looking statements, you should consider various factors, including: Bitmine's ability to keep pace with new technology and changing market needs; Bitmine's ability to finance its current business, Ethereum treasury operations, and proposed future business; the competitive environment of Bitmine's business; market conditions affecting the trading price of the Company's common stock and Series A Preferred Stock; regulatory developments affecting digital assets, including the ultimate enactment and implementation of pending legislation and SEC initiatives; the volatility and unpredictability of digital asset prices; the performance, reliability, and security of the Company's staking operations; risks related to AI systems and their impact on cryptocurrency markets; and the future value of Bitcoin and Ethereum. Actual future performance outcomes and results may differ materially from those expressed in forward-looking statements. Forward-looking statements are subject to numerous conditions, many of which are beyond Bitmine's control, including those set forth in the Risk Factors section of Bitmine's Form 10-K filed with the SEC on November 21, 2025, as well as all other SEC filings, as amended or updated from time to time. Copies of Bitmine's filings with the SEC are available on the SEC's website at www.sec.gov. Bitmine undertakes no obligation to update these statements for revisions or changes after the date of this release, except as required by law.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Bitmine Immersion Technologies (BMNR) Announces ETH Holdings Reach 5.67 Million Tokens, and Total Crypto and Total Cash Holdings of $10.7 Billion
Bitmine Immersion Technologies (BMNR) Announces ETH Holdings Reach 5.67 Million Tokens, and Total Crypto and Total Cash Holdings of $10.7 Billion
Bitmine Immersion Technologies (BMNR) Announces ETH Holdings Reach 5.67 Million Tokens, and Total Crypto and Total Cash Holdings of $10.7 Billion
