Jul 9, 2026
House Nouveau Riche announces THE Veblen Standard ($VBLN), a fixed-supply digital asset on Base Mainnet, designed to enable access, redemption, and participation within its immersive media ecosystem.
Denver, United States, July 9, 2026 -- House Nouveau Riche, an immersive media platform focused on cultural influence and modern status, has announced the launch of The Veblen Standard ($VBLN). This fixed-supply digital asset is designed to function as the primary access and participation layer within the House Nouveau Riche ecosystem.
The Vision

Inspired by economist Thorstein Veblen’s concept of conspicuous consumption, The Veblen Standard is built on the principle that premium goods and experiences derive value from what they communicate: scarcity, taste, and social position. House Nouveau Riche developed VBLN to bring the logic of luxury into a digital economic form, creating a standard of access within a world of high-end content and aspirational media.
Utility and Access
Built on the Base Mainnet, VBLN supports a curated environment where cultural participation is central. With a fixed total supply of 10,000,000 tokens, VBLN is intended to operate across private events, limited-edition merchandise, VIP experiences, and sponsor activations. Unlike traditional digital asset projects, VBLN begins with a defined cultural ecosystem already in development, connecting premium products with curated experiences.
Strategic Launch
The initial activation for VBLN is scheduled for July 24, where selected VIP guests will receive NFC-enabled invitations preloaded with VBLN-denominated credit. These instruments allow for real-time redemption for entry and exclusive merchandise, establishing a tangible use case prior to public trading. Following this private phase, the public launch is planned for July 25, featuring a staged allocation schedule to preserve the curated nature of the ecosystem.
In conjunction with the public launch, House Nouveau Riche has partnered with Fashion Week San Diego, the Art Renewal Center, and Sotheby’s Fine Arts for an evening of art and fashion. This collaboration underscores the brand's commitment to long-term development, liquidity growth, and community expansion within the luxury sector.
Defining the Ecosystem
House Nouveau Riche serves as the cultural foundation for VBLN. The platform’s broader vision includes immersive storytelling, extended reality (XR) content, and token-gated experiences. By merging cultural authority with digital standards, the ecosystem is positioned to redefine how luxury audiences engage with art, fashion, aviation, real estate, and entertainment.
About House Nouveau Riche
House Nouveau Riche is an immersive media platform built around upward mobility, cultural influence, economic stratum, and the performance of modern status. The platform is designed to merge extended-reality storytelling, curated commerce, token-gated private events, premium products, and cultural tastemakers into one elevated ecosystem.
House Nouveau Riche aims to redefine how luxury audiences engage with content by creating immersive, interactive experiences across premium lifestyle, culture, commerce, philanthropy, and emerging talent.
About The Veblen Standard
The Veblen Standard ($VBLN) is a fixed-supply digital asset built on Base Mainnet and designed as the economic layer of the House Nouveau Riche ecosystem. VBLN is intended to support access, redemption, participation, status, event activation, sponsor involvement, and future immersive marketplace interactions.
Token Name: The Veblen Standard
Symbol: VBLN
Network: Base Mainnet
Total Supply: 10,000,000 VBLN
Official Contract: 0x92b5A0A57C7aD4AA4bE7a4C13187243f07a085B2
Base Pair: VBLN/WETH — 0x63235923c97D66F68a2e733c9dC6F4De053584dF
Important Notice
This announcement is for informational purposes only and does not constitute legal, financial, tax, or investment advice. Nothing in this release should be interpreted as an offer to sell securities, a solicitation to purchase securities, or a guarantee of future value, profit, liquidity, appreciation, or market performance.
Digital assets involve risk. The public market value of VBLN, if trading begins, will be determined by market conditions, liquidity, supply, demand, and participant behavior. Participants should conduct their own research and consult appropriate professional advisors before engaging with any digital asset.
Contact Info:
Name: Xaiver Young
Email: Send Email
Organization: House Nouveau Riche
Website: http://www.vbln.io
Release ID: 89197293
If there are any deficiencies, discrepancies, or concerns regarding the information presented in this press release, we kindly request that you promptly inform us by contacting [email protected] (it is important to note that this email is the authorized channel for such matters, sending multiple emails to multiple addresses does not necessarily help expedite your request). Our dedicated team is committed to addressing any identified issues within 8 hours to guarantee the delivery of accurate and reliable content to our esteemed readers.
The Korea Securities Depository (KSD) has directed funding toward social welfare and innovative businesses, contributing an average of around 1.78 billion won ($1.34 million) annually from 2023 to 2025 and 1.55 billion won for this year, the state-run agency said Friday. Headquartered in Busan, KSD focuses much of its social contribution work on developing local talent, helping young people become financially independent and strengthening the regional economy. Its programs range from scholarships and job training to funding for social enterprises, startups and small and midsize businesses. One such effort is the Open Campus, which introduces university students to KSD’s work and career opportunities in the securities industry. Participants learn about its core functions, including securities settlement, get information on recruitment and speak with current employees. Launched in 2019 with 35 students from five universities, it has grown to 60 students from 12 universities this year. Since 2025, the program has been part of a wider initiative to strengthen Busan’s financial-sector tal
Nongshim is bringing the flavors of Korea’s instant noodles to Japan’s fashion-conscious young consumers, joining forces with fashion platform Musinsa for a 17-day pop-up event in Osaka that pairs Korean food with fashion and beauty. The Korean food company is operating a Shin Ramyun brand booth at Musinsa Osaka Pop-up Store 2026 at VS in Umeda through Nov. 8. The collaboration aims to introduce Japanese shoppers drawn to Korean fashion to Korean food culture through hands-on experiences, with Umeda serving as a busy commercial district frequented by young consumers and international tourists. At the booth, visitors can sample freshly prepared Shin Ramyun Tomba, using an instant noodle cooker modeled on machines popular along Korea’s Han River, where people cook noodles on-site. Visitors who follow Nongshim Japan’s official Instagram account can try the dish, while those who complete a survey after tasting it can receive Shin Ramyun Rose, with additional branded merchandise available through a prize draw. Shin Ramyun Tomba combines spicy seasoning with a creamy flavor and has gain
Beauty of Joseon, Korean beauty brand known for its traditional ingredients and modern skin care, has expanded to 1,263 Boots stores across Britain, marking one of the largest retail footprints for a Korean beauty brand in Europe. The brand, owned by Goodai Global, entered Boots in June 2024 and has since expanded rapidly across the British health and beauty retailer’s network, according to a company announcement Friday. Beauty of Joseon also operates dedicated brand displays in 100 Boots stores, the largest such presence among Korean beauty brands at the retailer. The expansion comes as the brand continues to rank among Boots’ top-selling Korean beauty brands, reflecting growing demand for K-beauty products in physical retail stores beyond online channels. In April, Beauty of Joseon held the first solo pop-up by a Korean beauty brand at Boots, at the retailer’s store in Westfield Stratford in London. During the pop-up month, Beauty of Joseon ranked fifth among about 200 skin care brands sold at Boots and first among roughly 20 Korean beauty brands, according to company data. It also
Bereaved family members of industrial accident victims at Coupang on Friday denounced the results of a labor inspection into the online retailer, accusing the labor ministry of giving the company a "free pass." After an inspection of the company, the labor ministry said Thursday it decided not to recommend a criminal investigation into cover-up allegations surrounding the death of a Coupang logistics worker in 2020. The worker died of acute myocardial infarction following an overnight shift, raising suspicions of overwork. While the probe found that Coupang founder Kim Bom-suk had made orders not to keep records indicating the employee had worked hard, the ministry said the statute of limitations for the case had already passed. "(We) denounce the labor ministry for giving Coupang a free pass without a proper investigation," the family members said in a press statement. The bereaved family members said they have requested the state auditor to launch an inspection into the ministry, arguing the government's failure to properly investigate the Coupang case led to the expiry of the statute o
Korean shipbuilding giant HD Hyundai Co. said Friday it will establish a joint venture with U.S. engineering and construction company Kiewit to build a new shipyard in the United States. HD Hyundai and Kiewit signed an agreement in Houston on Thursday (local time) to establish the joint venture, tentatively named HD-Kiewit Shipbuilding LLC. The joint venture plans to begin construction of the shipyard next year, with full-scale operations targeted for 2029. Under the partnership, HD Hyundai will provide shipbuilding technology and production expertise, while Kiewit will leverage its engineering and construction capabilities to support the development of the facility. HD Hyundai said the project is significant as it involves building a new shipyard rather than upgrading an existing facility, a move expected to help expand U.S. shipbuilding capacity and strengthen domestic supply chains. The joint venture will explore business opportunities in U.S. Navy logistics support vessels and commercial ships, while also considering the production and supply of ship blocks and modules to U.S. shipyar
Potential government regulatory scrutiny may have been the main factor behind SK hynix’s decision to halt plans for a U.S. listing of its subsidiary Solidigm, according to industry sources Friday. Earlier in the day, SK hynix announced that its U.S.-based NAND flash memory subsidiary will halt its review of potential pre-initial public offering (IPO) fundraising and IPO options, citing volatile capital markets and recent trends in semiconductor stock prices, the chip giant said Friday. “Even though SK hynix cited market conditions, the government’s warnings may have played a greater role in the decision,” an industry source said. After reports emerged in August that Solidigm was considering a U.S. IPO as early as next year, potentially valuing the company at up to $150 billion, concerns arose that the listing could undermine SK hynix’s shareholder value. Since then, SK hynix has repeatedly responded to reports of a possible U.S. listing by saying that no decision had been made. However, amid mounting controversy over Solidigm’s potential dual listing, financial authorities war
The delinquency ratio on loans extended by banks rose for the second consecutive month in August, data showed Friday. The delinquency numbers on banks' won-denominated loans stood at 0.69 percent as of end-August, up 0.06 percentage point from a month earlier, according to the data from the Financial Supervisory Service (FSS). The amount of newly overdue loans came to 3 trillion won ($2.26 billion) in August, down 0.2 trillion won from the previous month. The amount of write-offs of such loans, on the other hand, came in at 1.5 trillion won, up 0.1 trillion won over the cited period, according to the FSS. The delinquency ratio for corporate loans stood at 0.86 percent as of end-August, up 0.08 percentage point from a month earlier, and the ratio for household loans rose 0.03 percentage point to 0.45 percent over the same period.
Republican lawmakers alarmed over Ukraine’s loss of access to a Starshield, a critical battlefield tool, are pushing for more congressional oversight on what some view as Elon Musk’s “space monopoly,” fearing that Musk will have too much power over future national security operations. Sen. Kevin Cramer (R-N.D.), a member of the Senate Armed Services Committee,...
A fight over who can regulate prediction markets and whether they constitute gambling is creating strange bedfellows, as the two sides dig in for a protracted legal battle with millions of dollars at stake. The commercial gaming industry finds itself aligned with tribal gaming and unions, as they argue states and tribes should be able...
For a Singapore or Jakarta SaaS founder who has already sweated through GDPR paperwork to land a European client, Japan can look like a box already ticked. Strong privacy law, a mature regulator, a long history with data protection. Surely the European playbook will do? It won’t. Japan’s Act on the Protection of Personal Information […] The post Japan’s privacy law isn’t GDPR, and that’s where foreign SaaS founders keep tripping appeared first on e27.
MANILA, Philippines – As demand for AI infrastructure puts pressure on memory-chip supplies, affordable smartphones are becoming a necessity as prices on new devices face mounting cost pressures worldwide. With more everyday activities moving online, rising smartphone costs could make it harder for some Filipinos to access digital services. A mobile-first Philippines A July 2026
This article was first published by The Korea Times in a partnership with the South China Morning Post. Chinese humanoid robot makers are accelerating efforts to gain a foothold in South Korea, moving beyond dance performances and showroom displays to factory trials and commercial deployments, as Seoul ramps up investment in physical artificial intelligence. A growing number of Chinese robotics companies – including Hong Kong-listed UBTech Robotics, start-up Anyverse Dynamics, Shanghai-based...
YOUR NEWS, OUR NETWORK.
Do you have Great News you want to tell the world?
Be it updates about your business or your community, you can make sure that it’s heard by submitting your story to our network reaching hundreds of news sites across 6 verticals.