"Cash Bundles on the Streets?"... First to Grab Keeps It as Cash Treasure Hunt Craze Takes Off

by Shin Eunseo

Published 24 Aug.2026 16:33(KST)

Spreads Nationwide to Cities Like New York, Boston, and LA

From Charitable Activity to Corporate Marketing Tool

“Catch Cash” Trend Gains Popularity in Korea in 2024

A “treasure hunt” craze is spreading across the United States, where people hide cash on the streets and give it away for free to those who find it first.

Videos of the 'Cash Drop' challenge posted on TikTok. Screenshot from TikTok

According to CBS News on August 21 (local time), so-called “Cash Drop” events are trending, especially in major cities such as New York, Boston, Los Angeles, Chicago, Pittsburgh, and Atlanta. Participants race to find hidden cash scattered throughout urban locations.

One TikTok video captured a thick bundle of bills, too large to grasp with one hand, hidden inside a Doritos bag. A gloved hand was seen hiding the money-filled bag under a tree before walking away. Park goers, enjoying their leisure time, passed right by the stash of cash without realizing it was there.

Some time later, the Instagram account @nyc_money_hunt posted the video, writing, “First to find it keeps it. Tag us if you get the cash,” while providing hints about the hidden location. Once the video was uploaded, people rushed to the scene.

Cash was hidden not only inside takeout containers and paint cans, but even inside basketballs. Bundles of money were stashed in almost every possible place—under bushes, in pipe gaps, inside trash bins, and in holes in trees.

The “Free Money” Challenge Spreads During Economic Downturn

Experts have pointed to the difficult economic climate as the backdrop for this growing phenomenon. Jessica Rauckburgh, a lecturer in Media and Communication at the University of Leeds, analyzed, “It’s a cultural phenomenon that clearly illustrates an era of rising prices and greater economic uncertainty.”

In fact, at a Cash Drop event held in a Brooklyn restaurant this past January, one woman who found cash reportedly cried, saying that she was now able to buy essentials for her child.

An employee at the restaurant said, “The event brings fun, emotion, and even hope to people. I hope it helps many people during these tough times.”

Started as “Simple Charity”… A Privately Funded Initiative

The 'Cash Drop' challenge resurged in 2025, centered in New Jersey, USA. TikTok screenshot

The origin of the Cash Drop can be traced back to the “Hidden Cash” project started in May 2014 by San Francisco real estate developer Jason Buzi.

This challenge, which involved hiding cash for altruistic reasons and posting clues on Twitter, saw a revival 11 years later in 2025 when a man in New Jersey began hiding cash in public places through the “Mr. Cash Drop” account.

He explained in an interview, “I started doing this out of my own pocket because it was fun to see people come out, even during a recession, to find the money and be happy.”

From Charity to “New Marketing”: Massive Views and Revenue

Recently, however, U.S. businesses have begun leveraging these events as a marketing tool, increasing the scale and prize amounts. According to a CBS News analysis of about 50 Cash Drop event accounts operating in roughly 20 cities nationwide, the combined follower count exceeds 7 million.

The investigation revealed that most of these accounts are operated for business purposes, such as advertising, data collection, and generating platform revenue. Some accounts amplify a sense of mystery by never revealing their faces. A representative example is “NYC Money Hunt,” with 4 million followers, which only ever shows a white-gloved hand.

These events are often tied to the promotions of specific businesses, such as personal injury law firms, local restaurants, or youth soccer clubs. Christopher Groves, head of the nationwide Cash Drop company “PassPass,” explained, “Beyond local business sponsorships, we’re able to create diversified revenue streams, including Instagram and YouTube view-based earnings and acquiring users for our dedicated app.”

Will Korea’s “Catch Cash” Treasure Hunt Resurge?

The 'Catch Cash' challenge that went viral in Cheongju in 2024. Attaching money to smiley stickers and indicating difficulty levels are aspects that differ from overseas cases. Instagram capture @catchcash_korea_

Meanwhile, similar treasure hunt challenges have also taken place in Korea as charitable activities. The “Catch Cash” challenge, which began in Cheongju, North Chungcheong Province, in 2024 and spread to cities like Seoul, Suwon, Daegu, and Ulsan nationwide, involved hiding cash or gift certificates worth 1,000 to 100,000 won behind smiley stickers and attaching them at specified locations.

Depending on the location, difficulty level was indicated by the number of stars (1 to 5), providing video hints about the spot. The event went viral, with video views reaching 13 million, and some accounts began using the challenge for religious evangelism, including Christianity.

One participant shared, “One day, after closing my shop and feeling down, I happened to see a smiley sticker on the street and was encouraged. When I tried hiding money under stickers myself, it was fun to see people get interested. I just wanted to make the finders happy.”