A new meme coin launched by President-elect Donald Trump on Friday has hit a market capitalization of $13 billion, marking Trump’s latest venture into cryptocurrency and merchandise sales in the lead-up to his inauguration.

President-elect Donald Trump promised a crypto-friendly administration. Days before taking office a second time, he began selling a new cryptocurrency. Named $TRUMP, the project is a meme coin, a type of crypto whose value is based largely on the popularity of internet memes.

President-elect Donald Trump launched his own meme coin early Saturday morning, creating excitement in the cryptocurrency world as the price and market capitalization of the coin immediately soared.