Japanese casual apparel retailer Mac House rebranded to Gyet Co., Ltd., pivoting into cryptocurrency with an $11.6 million Bitcoin acquisition plan and mining operations, signaling a broader strategic shift.

Executive Summary

Gyet Co., Ltd., formerly Mac House, has undergone a strategic rebranding and corporate charter amendment to pivot into cryptocurrency and digital asset businesses. The company has commenced an $11.6 million Bitcoin acquisition program and is conducting Bitcoin mining operations in the United States, targeting over 1,000 BTC. This move marks a significant diversification from its traditional apparel retail business.

The Event in Detail

On Wednesday, shareholders approved the renaming of Japanese casual apparel retailer Mac House to Gyet Co., Ltd. This change signals a strategic shift towards cryptocurrency, blockchain, and artificial intelligence. The amended corporate charter of Gyet now includes a wide array of digital initiatives, such as cryptocurrency acquisition, trading, management, payment services, mining, staking, lending, and yield farming. Additionally, Gyet plans to engage in blockchain system development, NFT-related projects, and research in generative AI and data center operations.

Gyet declared its digital asset ambitions in June 2025 and, in July, established a basic cooperation agreement with mining firm Zerofield. The company has since initiated an $11.6 million Bitcoin acquisition program and is testing mining operations in U.S. states like Texas and Georgia, chosen for their relatively low electricity costs. The stated objective is to hold more than 1,000 BTC through a combination of direct purchases and mining efforts.

Market Implications

The strategic pivot by Gyet Co., Ltd. into Bitcoin treasury management and digital asset operations suggests a growing convergence of traditional retail with the nascent Web3 ecosystem. This development could potentially inspire other conventional businesses to explore similar integrations of digital assets into their corporate strategies, thereby contributing to broader institutional adoption. Such moves could incrementally increase demand for Bitcoin and other digital assets in the long term, reshaping corporate treasury strategies.

Expert Commentary

While Gyet's ambition to hold over 1,000 BTC is considered modest on a global scale, the model of funding Bitcoin purchases and mining operations with retail cash flow remains an atypical strategy for an apparel business. This approach deviates from conventional corporate treasury management, which typically prioritizes stable, low-risk investments for working capital. The company's expansion into AI-based services and potential acquisitions further indicates a comprehensive effort to broaden its business portfolio beyond its core apparel operations, combining its nationwide retail presence with emerging digital technologies.

Broader Context

Gyet's rebrand and strategic pivot underscore an ambition to launch a global Bitcoin treasury program, drawing attention from both domestic and international observers. This strategy, though on a smaller scale, echoes the early moves of companies like MicroStrategy, which famously adopted Bitcoin as its primary treasury reserve asset. By diversifying beyond traditional apparel, Gyet aims to position itself within the global technology and finance sectors. The new corporate identity, conveying "Growth Yet," "Global Yet," and "Generation Yet," signals a desire to create technology-driven value for future generations and expand beyond Japan's domestic market. This broad repositioning reflects a forward-looking strategy to adapt to evolving technological landscapes and investor expectations.