Bitcoin Slips, Big Money Moves: Inside Justin Sun’s $100M Buying Plan

With crypto markets swinging sharply in recent weeks, institutional investors are reassessing their strategies and positioning for long-term opportunities despite heightened uncertainty. Amid the turbulence, Justin Sun has signaled plans to invest up to $100 million in Bitcoin, highlighting to CoinDesk how the world’s largest cryptocurrency remains a focal point for high-stakes bets.

Bitcoin has fallen to around $77,000, a drop of roughly 14% over the past month, with prices briefly slipping below $75,000 during early Asian trading on Feb. 2, the lowest level since last April. Since mid-January, the asset has lost more than 21% of its value, pressuring both retail traders and major institutional holders.

Speaking about the downturn, Sun said he intends to add between $50 million and $100 million worth of Bitcoin to the treasury of the TRON ecosystem. His announcement comes at a time when several large digital asset treasuries are facing steep unrealized losses after buying aggressively during Bitcoin’s surge in 2025.

Data from CoinMarketCap shows that Bitcoin recovered slightly to $77,706 following the early-morning drop, though the rebound did little to ease broader concerns. The market capitalization of Bitcoin has slipped from above $2 trillion to $1.55 trillion, while 24-hour trading volumes fell to $73.9 billion.

If Sun follows through on the purchase, it would stand out as one of the larger discretionary acquisitions this year, especially compared with the activity of Digital Asset Treasury (DAT) firms. Many of those entities deployed billions at record-high prices in 2025, and are now confronting portfolio drawdowns exceeding 30%, according to Bitcointreasuries data.

One of the most visible examples is MicroStrategy, which recently bought 2,932 BTC for $264 million. The company’s average purchase price is now estimated at $76,037 per coin. With Bitcoin dipping below that level, MicroStrategy is sitting on more than $1 billion in unrealized losses, a development that has heightened investor concerns over potential liquidation risks should the downturn extend.

Meanwhile, Binance has hinted at its own major move into Bitcoin. In an open letter to its community, the exchange revealed plans to convert $1 billion from its user protection fund, currently held in stablecoins, into Bitcoin. The decision reflects the enduring conviction among top industry players that institutional demand for the asset remains strong despite short-term volatility.