Haliey Welch, the social media influencer better known as “Hawk Tuah Girl,” launched her own cryptocurrency — which briefly rose in value, only to crash within hours.

Welch, 22, shot to overnight fame earlier this year after an inappropriate comment she made during an X-rated interview in Nashville went viral on social media. She capitalized on her viral moment by launching a merchandise line and a podcast.

The “HAWK” crypto “Memecoin” reached a market cap of $490 million shortly after its launch late Wednesday, Cointelegraph reported, citing data from DexScreener.

Within three hours, the coin had plunged 91% and was worth just $41.7 million.

Data from blockchain analytics site Bubblemaps showed that a small number of crypto wallets controlled the majority of the available supply of “HAWK.”

That sparked criticism on social media of so-called “snipers” – or investors who buy up large amounts of new meme tokens at launch.

After the start, Welch called it quits

In an interview with Fortune, Welch said that the memecoin is “not just a money grab.” She admitted that she used to view cryptocurrencies as “just a scam” and an “easy way to lose money,” but said she has since changed her mind.

“I don’t really look at it as gambling,” Welch said. “I think it’s a fun way to get my fans to interact.”

Stephen “Coffeezilla” Findeisen, a popular crypto YouTuber, was among those who criticized Welch’s token launch and warned the public to stay away from it.

“Memecoins always benefit A) insiders and B) trading bots,” Coffeezilla wrote on X. “Don’t be exit liquidity.”