Why Pucca of all things?

I got a greater grasp on everything that’s been going on regarding the purchase of the Pucca IP by NFT/Crypto bros—ultimately shooting down the IP’s value even further.

But my question is why Pucca of all things? I know it was popular at one point and maybe it still is in Korea as a cute brand, but right now internationally speaking it seems more like a niche thing.

If they purchased a more popular IP than I would understand but Pucca? Don’t get me wrong, I love the show and characters, but let’s face it overall it’s incredibly niche.