Sony, Samsung Bet on ‘Branded’ Stablecoins with Bastion Funding

TheCryptoTimesPublished on 2025-09-24Last updated on 2025-09-24

Bastion, a New York-based provider of stablecoin infrastructure, announced on September 24 that it raised $14.6 million in a strategic financing round. 

The new funding brings its total capital raised to more than $40 million. Participants included Coinbase Ventures, Sony Innovation Fund, Samsung Next, a16z crypto, and Hashed.

Bastion operates a “Stablecoin-as-a-Service” model, enabling companies to issue their own digital dollars while complying with regulatory standards. The firm is licensed as a company under the New York Department of Financial Services (NYDFS), a designation that provides compliance assurances for enterprises exploring digital asset tools.

Nassim Eddequiouaq, Co-Founder and CEO of Bastion said, “The evolution of our financial system will continue to accelerate as digital assets and stablecoin adoption proliferates, and Bastion is positioned to help businesses build world-changing financial products.”

The participation of Sony and Samsung differs from usual traditional players of the sector, such as Coinbase Ventures and a16z crypto. While these firms have long backed blockchain infrastructure, the involvement of consumer electronics and entertainment companies highlights how stablecoins may be used in mainstream commerce and loyalty programs..

Matt Higginson, analyst at McKinsey, note that branded stablecoins could support use cases such as frictionless payments in gaming ecosystems or tailored rewards programs. For example, a company-specific token could streamline digital purchases or integrate into cross-border services. The global stablecoin market has already expanded in recent years, creating room for experiments by non-crypto brands.

While the funding round itself was modest compared to larger crypto raises, the range of investors points to stablecoins evolving from trading instruments into consumer-facing payment and loyalty solutions. As corporations test branded digital dollars, the competition may shift from crypto protocols to multinational brands vying for customer engagement.

Also read: PayPal Expands PYUSD Stablecoin to More Blockchains via LayerZero

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