South Korea's cryptocurrency market experienced significant growth in 2025, driven by retail traders and the popularity of memecoins such as XRP and Dogecoin. Sirgoo Lee, the former CEO of Upbit, played a pivotal role in this expansion. Under his leadership at Dunamu, Lee implemented a flat management structure and robust risk controls, achieving a 94% recovery rate for misdirected deposits and establishing an Investor Protection Center. Although Lee stepped down in 2025, Upbit continues to maintain its dominance in the domestic market and exerts considerable influence on global cryptocurrency prices. The market's ongoing momentum is a testament to the foundational strategies and leadership established during Lee's tenure.