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Dunamu, the operator of South Korea’s largest digital asset exchange Upbit, is taking its customer support offline for the first time outside Seoul, launching a pilot ‘Upbit customer desk’ in Daegu in a bid to broaden regional touchpoints and lower barriers for new users.
The company said on Wednesday that it will run the desk through September 23 at the Customer Service Lounge on the 8th floor of The Hyundai Daegu in Dongseong-ro, Jung-gu, Daegu. The initiative is designed to provide one-on-one guidance for people using Upbit for the first time, as well as customers seeking help navigating account setup and core features.
While crypto trading in South Korea is largely app-based and highly digitized, Dunamu is positioning the in-person desk as a bridge for customers who are less comfortable with fully remote services. The exchange has faced rising expectations from users for clearer onboarding and more accessible support as retail participation expands beyond major metropolitan centers, even as the sector remains tightly regulated and compliance-heavy.
Dunamu said it will evaluate the results of the pilot program before considering broader expansion of physical customer contact points. During the pilot period, the company will also hold on-site promotions aimed at encouraging first-time sign-ups. Customers who create an Upbit account for the first time at the desk will receive a Bitcoin (BTC) exchange voucher worth 10,000 won (about $7). In addition, one new user per month—three winners in total—will be selected to receive a BTC exchange voucher worth 1 million won (about $720). The first 100 visitors will also receive Upbit-branded merchandise, the company said.
“We established the customer desk to broaden our engagement with regional customers and communicate more closely,” a Dunamu representative said, adding that the company hopes newcomers to Upbit or those curious about digital assets can “visit without 부담” and get practical instructions on how to use the platform.
The move underscores a broader industry push to build ‘trust infrastructure’ through improved service accessibility, at a time when exchanges are competing not only on fees and liquidity but also on user experience and compliance readiness. If the Daegu pilot proves effective, market participants will watch closely to see whether Upbit scales up offline support as a differentiator in South Korea’s maturing retail crypto market.
🔎 Market Interpretation
- Upbit tests offline support as a trust and onboarding lever: Dunamu is piloting an in-person “Upbit customer desk” in Daegu, signaling that user acquisition and retention are increasingly tied to service accessibility—not just trading features.
- Regional expansion focus: By launching its first non-Seoul offline customer touchpoint, Upbit is targeting retail growth outside major metropolitan hubs and lowering friction for less digitally confident users.
- Compliance-heavy market drives demand for clarity: South Korea’s strict regulatory environment and KYC requirements make onboarding complex; offline guidance can reduce drop-off and improve perceived legitimacy.
- Competition shifts toward experience and reliability: The move reflects intensifying competition on user experience, support quality, and “trust infrastructure,” beyond fees, liquidity, and app functionality.
💡 Strategic Points
- Pilot details and location: Operated through Sept. 23 at The Hyundai Daegu (8F Customer Service Lounge), offering 1:1 assistance for first-time users and those needing help with account setup and core features.
- Onboarding incentives to accelerate sign-ups:
- New accounts created at the desk receive a 10,000 KRW BTC voucher (~$7).
- Monthly draw: 1 winner per month (3 total) receives a 1,000,000 KRW BTC voucher (~$720).
- First 100 visitors receive Upbit merchandise.
- What Dunamu is testing: Whether offline support improves conversion (first-time sign-ups), reduces onboarding errors (KYC/account issues), and increases confidence among cautious entrants.
- Potential next steps: Dunamu will evaluate results before expanding physical desks—suggesting a data-driven rollout based on measurable adoption and support outcomes.
- Implications for the broader market: If successful, rivals may replicate hybrid (online + offline) customer support models, making service accessibility a differentiator in a maturing retail crypto market.
📘 Glossary
- Dunamu: South Korean fintech company operating the Upbit digital asset exchange.
- Upbit: South Korea’s largest cryptocurrency exchange by user base and trading activity.
- Customer desk (offline support): A physical service counter providing face-to-face guidance, typically for onboarding, account help, and product education.
- KYC (Know Your Customer): Identity verification process required to open/maintain financial accounts under regulatory rules.
- Onboarding: Steps that bring a new user from sign-up through verification to initial product use.
- BTC voucher: A promotional coupon providing a specified value redeemable for Bitcoin exchange/credit on the platform.
- Liquidity: How easily an asset can be bought/sold without significantly moving its price; exchanges compete on deep, reliable liquidity.
- Trust infrastructure: Features and practices that build user confidence—e.g., transparent processes, responsive support, security, and compliance readiness.
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