Animoca Brands Poised to Allocate $100M in Bitcoin, Turns to DayDayCook Treasury Partner
CoinDesk | July 25, 2025
Web3 company Animoca Brands has signed a non-binding memorandum of understanding (MOU) with DayDayCook (DDC) Enterprise, a NASDAQ-listed packaged food company that employs a Bitcoin treasury strategy. DDC will manage up to $100 million worth of Animoca’s Bitcoin holdings and generate yield on those reserves.
According to a joint announcement, the deal includes the allocation of significant Bitcoin assets by Animoca Brands.
Animoca Brands Co-founder and Executive Chairman Yat Siu highlighted the strategic selection, stating that CEO Norma Chu was chosen for her ability to cultivate a substantial non-crypto audience. “Norma Chu was chosen in part because of her ability to cultivate a substantial non-crypto following,” Siu explained, suggesting this bridges potential gaps for Animoca’s audience. “Her background and experience enable her to bridge the East and West… While also running a NASDAQ-listed company.”
The following quote was provided in the original content:
“Her background and her experience enable Norma to bridge the East and West to successfully navigate markets on both sides of the planet; she has good appeal and connections to the Chinese market, one of the largest for crypto adoption, while also running a NASDAQ-listed company.”
Siu added that DDC’s treasury approach leverages “substantial non-crypto following”.
DayDayCook Enterprise publicly indicated its Bitcoin treasury strategy in May, setting a goal to acquire 5,000 BTC over three years. In the same month, the company acquired its initial allocation of 21 BTC for its corporate treasury.
The broader Bitcoin treasury narrative continues to gain momentum as corporations adopt the supply-capped asset as an inflation hedge.
DDC Enterprise’s CEO, Norma Chu, leveraged her background and network not only for her position in the food industry but also for her experience in navigating diverse markets and connecting them across different regions.
The Race for Institutional Bitcoin
Currently, there are 268 institutions holding Bitcoin on their balance sheets, according to data provider BitcoinTreasuries. Publicly traded companies dominate this category, accounting for approximately 147 of these institutions.
In Q2 2025 alone, Bitcoin treasury companies saw remarkable growth, adding 159,178 BTC – valued at over $18.7 billion at current prices – representing a significant 23% quarter-over-quarter increase in holdings.
Warning Signs for the Treasury Trend
Despite the apparent institutional openness to Bitcoin, some analysts have raised concerns about the sector’s sustainability during market downturns. “Most treasury companies won’t survive the next market downturn,” a warning repeated by market observers.
This trend has presented investors with division, supported by contrasting analyses. While some view corporate Bitcoin holdings as boosting mainstream adoption, others caution that overleveraged Bitcoin companies could trigger the next major market downturn.
Cryptocurrency experts continue to monitor adoption patterns while assessing the long-term viability of these treasury strategies. Adam Back, cypherpunk and Blockstream CEO, recently commented that the current Bitcoin treasury boom represents a new “altseason” specific to Bitcoin.
