A 21-year-old college student still studying at USC became crypto’s biggest star yesterday.

His name is Kimchi, a meme coin trader who made a name for himself by showing off luxury cars, designer watches, and trips around the world. He claims to have made $40 million from $TRUMP —but those gains have never been verified on-chain, and X even added a Community Note to his official announcement post to remind people of that.

Yesterday, Pump.fun officially signed him as a creative partner. The founder called him “the first person to turn a trader into a celebrity,” and the platform even put up billboards saying, “Be the next Kimchi.” In the 12 hours since joining, he gained 25,000 followers on the app; a vlog he posted yesterday has already racked up 1.8 million views.

Then a namesake coin, $KIMCHI, launched, and its market cap topped $40 million in an hour. He holds 75.32% of the supply, and on-chain data also showed that he withdrew around $6.43 million worth of $PUMP in three hours.

Nobody can prove whether he really made $40 million. But in this market, being able to sell a “story” for that kind of money is a feat in itself.