Bitcoin is a digital asset that is impossible to counterfeit, easy to transfer globally, and scarce: the bitcoin supply is strictly limited to less than 21 million. Bitcoin is akin to cash—payments are irreversible, and since it's easy to verify that you got paid, you can get paid without needing to know who paid you. It's electronic cash, the native currency of the internet.
In a day and age, where commerce is increasingly global and online, surveillance capitalism is permeating all aspects of our society, and many nation states are trying to print themselves out of economic crises, the combination of the above properties appeals to various people for diverse reasons.
Over the past decade, the software used to generate and interact with the Bitcoin network has significantly matured. A thriving ecosystem of open source projects, businesses, users, and culture has sprung up. The growing adoption has only increased the utility of the network, which in turn has caused more and more people to try and get a slice of the finite amount of bitcoins offered on the market. Naturally, this network effect has resulted in an appreciating exchange rate, especially compared to heavily inflating national currencies.