As a reminder, companies within the industry are seeking to engage with the blockchain world and accumulate cryptocurrencies in general. In particular, in mid-May 2023, Tether, the largest USDT staple, announced its decision to allocate up to 15 percent of its net realized operating income to BTC.

Today, USDT has a capitalisation of $83 billion. This is close to a record figure, which indicates that there is serious demand for stablcoin even during a bearish trend.

The giant isn’t done introducing initiatives at this point. Today, the company announced plans to mine BTC in Uruguay, which will happen in conjunction with a “local licensed company”. Here’s a relevant rejoinder from Tether employee Paolo Ardoino, cited by The Block.

Tether is harnessing the power of Bitcoin along with renewable energy in Uruguay to become a leader in responsible BTC mining. Our commitment to renewable energy ensures that every bitcoin mined leaves a minimal environmental footprint, while maintaining the security and integrity of the Bitcoin network.

Which means Bitcoin is becoming a long-term bet, even for the top blockchain industry. Naturally, something like this adds to the confidence of what’s going on within the niche.

Who uses cryptocurrencies

In 2023, a survey was conducted among 16,310 Americans to determine the most popular brands in the US. According to Decrypt’s sources, Patagonia, which makes accessories, apparel and outdoor tools, took the top spot among 100 names.

Last place went to the Trump Organization from former US President Donald Trump. The 99th spot was taken by cryptocurrency exchange FTX, which filed for bankruptcy in November last year, an event that seriously damaged the reputation of the entire digital asset market.

Bitcoin, on the other hand, was ranked 93rd. It may seem like a bad result, but many of the major companies in the same ranking are actively interested in crypto.

For example, a fast-food restaurant chain called Chick-Fil-A, which ranks fifth in the survey, has previously applied to register several trademarks related to the field of unique tokens. Accordingly, we may soon see an NFT collection from this brand, which will surely be tied to a rewards system or something similar.

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Just behind Chick-Fil-A in sixth place is car manufacturer Toyota Motor Corporation. Back in 2019, the group’s management announced plans to launch its own hub to explore and adopt blockchain. Toyota’s rivals BMW, Mercedes Benz, Porsche, Subaru and Jaguar are also actively exploring opportunities to integrate digital assets into their businesses.


For example, in the same year, Jaguar Land Rover announced the integration of software that allowed drivers to receive IOTA cryptocurrency. To qualify for the reward, they had to report what was happening on the road, such as traffic congestion or poor pavement. However, it was all in test mode at the time.

You may also recall here the launch of the NFT collection from Porsche in January this year. Alas, the idea was criticized because the cost of creating a unique token cost 0.911 ETH or about $1400 at the time of the event.


In 2021 crypto had a chance to become an important part of Tesla’s business model – then the company introduced BTC as a means of payment for electric cars. However, the idea was quickly abandoned due to concerns about the environmental impact of Bitcoin mining.

It should be noted that this justification seemed implausible. The fact is that Tesla bought $1.5 billion worth of bitcoins in early 2021, a rather large sum. Accordingly, the company's representatives clearly should have studied the topic of the first cryptocurrency and its properties, one of which is the energy-consuming Proof-of-Work algorithm, before doing so. Why this was not taken into account immediately is unknown.

Pharmaceutical company Pfizer was ranked 50th. In general, the investment arm of Pfizer Ventures is interested in developing decentralised products – it recently co-funded a project to fight ageing called VitaDAO. In addition, in 2019, Pfizer joined a research group to study blockchains for their application in supply chains.

Sony, ranked number 12 in the rankings, applied for a patent on NFT tokens earlier this year. This development suggests that unique tokens could even make an appearance in gamers’ lives via the PlayStation console.

Not all of the initiatives listed will bring revenue or any benefit to the aforementioned brands, nor will they generally be used. However, this trend shows that crypto is generating interest even among the executives of large corporations. Accordingly, its mass adoption worldwide is only a matter of time.


We believe that such statistics hint transparently at the steady popularisation of digital assets in a wide range of human activities. And while cryptocurrencies are criticised even today with outdated arguments such as excessive asset volatility, this news background is not stopping the giants from experimenting. Obviously, their example will benefit other big companies, which for some reason have not yet decided to make a similar bet.


Stay tuned for more developments in our crypto chat with the rich. There we will talk about other topics related to the world of decentralized assets and platforms.