From 0 to 1: How US & European Web3 Projects Can Quickly Build a Chinese Community
The Chinese-speaking crypto market offers enormous potential for Western Web3 projects. Across Mainland China, Hong Kong, Taiwan, and Singapore, there is a massive user base and high engagement in crypto despite varying local regulations. Mainland China alone is estimated to have on the order of tens of millions of crypto holders (approximately 59 million as of 2023) – a huge audience even with trading restrictions. Hong Kong and Singapore, meanwhile, boast some of the world’s highest crypto adoption rates – roughly 14% and 24% of their populations respectively own cryptocurrency.In fact, Asia overall now accounts for over 326 million crypto users, more than half of global users. Check out the specific Asian crypto data!
Hong Kong in particular has emerged as a new hub with supportive policies, experiencing an 86% year-over-year surge in crypto transaction value recently. This vibrant Chinese-speaking community (spanning Greater China and diaspora hubs like Singapore) is highly active in Web3 and cannot be ignored. For Western B2B crypto projects looking to expand, learning how to enter and engage this market is crucial. In the sections below, we dive into the key strategies – from influencer partnerships to localized marketing – that can take a Web3 project from zero presence to a thriving Chinese community.
Deep Dive
Collaborate with Chinese KOLs (Influencers)
Leveraging Key Opinion Leaders (KOLs) is often the fastest way to gain credibility and visibility in the Chinese crypto community. Chinese crypto influencers have earned substantial trust among local audiences and act as “super catalysts” for Web3 brands, bridging projects and users with their insight and social reach. By partnering with respected KOLs – whether they are popular Twitter commentators, YouTube educators, or bilingual community leaders – a Western project can tap into an existing follower base and rapidly grow awareness. Studies indicate KOL marketing in China can boost brand awareness by over 30%. The key is to identify influencers whose content aligns with your project’s domain (DeFi, NFTs, infrastructure, etc.) and whose followers match your target user profile. Effective collaborations might include sponsored deep-dive videos, Twitter Spaces AMAs, or tutorial threads in Chinese.
For example, some Chinese KOLs even serve as official community ambassadors for Western projects – Phyrex_Ni, a prominent analyst with 333k followers, became an ambassador for Solana’s Chinese community to help promote Solana ecosystem projects locally. In practice, a good KOL partnership is a two-way street: the influencer provides localized explanation and endorsement of your project, while you support them with early access, exclusive news, or referral incentives. Make use of KOLs to host live Q&As, share product demos, and create localized educational content – these personal, interactive formats can dramatically increase community engagement. By aligning with trusted voices in the Chinese crypto space, Western teams can overcome initial skepticism and quickly build a base of informed Chinese supporters.
Localize Content and Marketing
“Deep localization” is the first step to successfully enter China’s Web3 arena. This goes far beyond simple translation – it means truly adapting your content, branding, and user experience to Chinese language and cultural context. All user-facing materials (website, whitepapers, documentation, app interfaces) should be available in Simplified Chinese, written in a style that fits local reading habits. Investing in professional translation and localization is critical; Chinese crypto users will be far more receptive if you speak their language and avoid clumsy machine-translated text. Localization also entails adjusting marketing messaging to resonate with local values. For instance, weaving in Chinese cultural elements or timing campaigns around major holidays can pay dividends. Many projects have found success launching special promotions during festivals like Chinese New Year or Mid-Autumn, when users are in celebratory moods – this not only boosts engagement but shows cultural respect. It’s also important to localize how you deliver content.
Chinese audiences often favor live, visual formats – as one crypto exchange noted, Chinese users tend to prefer livestreams and short-video content, whereas Western audiences lean toward long-form articles. So consider hosting livestreamed webinars on platforms popular in Asia, creating infographics or subtitled videos for complex topics, and using bite-sized informational clips on social media. Additionally, adapt to local market norms: for example, include Chinese subtitles or voiceovers in your project explainer videos, use Chinese idioms or internet slang when appropriate, and highlight use cases that appeal to regional interests (such as blockchain gaming or specific DeFi trends popular in Asia). In short, localize both the message and the medium. A fully localized approach – from language to imagery to timing – signals that you are committed to the Chinese community, which in turn fosters goodwill and interest.
Build Chinese Community Channels (Telegram, Discord, etc.)
Establishing dedicated Chinese-language community channels is essential for onboarding and nurturing local users. Many Western projects create separate Telegram groups or Discord channels specifically for Chinese speakers, often moderated by bilingual community managers. This provides a welcoming space where community members can ask questions in Chinese, share insights, and get support without language barriers. Engaging on globally accessible platforms like Telegram/Discord is important, since a large portion of Chinese crypto enthusiasts (especially those in Hong Kong, Taiwan, Singapore, and overseas) actively use these channels. Projects should seed these channels with regular updates translated into Chinese and have moderators or admins who can respond in Mandarin. Encourage discussions and feedback in the channel – the goal is to make it a vibrant hub of activity. It’s also wise to host periodic AMA (Ask-Me-Anything) sessions in Chinese, either text-based or via voice chat, so that users feel heard and newcomers get up to speed. Beyond online chat groups, don’t underestimate the value of offline engagement as well. Organizing local meetups, workshops, or co-hosting events at Chinese blockchain conferences can dramatically increase visibility.
For example, Binance gained early traction in China through a series of offline meetups and community events, which helped it build a loyal local user base through face-to-face engagement. Even if in-person events aren’t immediately feasible, you can collaborate with regional partners to represent your project at Chinese hackathons or sponsor community competitions with rewards. The bottom line is to be present where Chinese users gather – whether it’s a WeChat group (widely used in mainland China for community chats), a QQ/Discord developer forum, or a Telegram announcement channel. Make joining and participating in your Chinese community as easy as possible: share QR codes or invite links on your main channels, pin important Chinese FAQs, and consistently moderate to keep the discussion helpful and civil. With time, these localized community channels can become self-sustaining growth engines. In some cases, the Chinese community becomes one of the most active segments of a project globally – for instance, a major Layer-2 project noted that its Chinese Discord channel grew to contribute over 50% of the project’s total community activity once Chinese users had a dedicated forum. By proactively facilitating Chinese-language discussions and support, you allow enthusiasts in that market to rally around your project, driving momentum from the ground up.
Embrace Local Culture and Understanding
Entering China’s crypto scene requires a keen understanding of local culture, norms, and expectations. Western teams must take time to learn what Chinese users value and tailor their approach accordingly. One key element is building trust and reputation – Chinese crypto participants tend to place heavy emphasis on a project’s credibility and social proof. Make sure to establish legitimacy by highlighting any reputable Chinese partners, investors, or advisors you have, and by featuring success stories or use cases relevant to the region. It also helps to get endorsements from respected Chinese industry figures (which ties back to KOL marketing). Another cultural consideration is showing respect for Chinese traditions and communication styles. As mentioned, aligning marketing efforts with Chinese holidays or observances can create a positive emotional connection. Even simple gestures, like wishing the community a happy Lunar New Year on your official channels (in Chinese), go a long way. Be mindful of the tone in communications: a polite, harmonious approach often resonates better than overly aggressive marketing.
Chinese community members appreciate when projects demonstrate humility, patience in education, and a willingness to listen to feedback. Also, be aware of and avoid sensitive topics – steer clear of political commentary or any content that could inadvertently run afoul of local regulations. Focusing on technology and community benefits, rather than hype, tends to earn more long-term respect. It’s advisable to provide Chinese-language customer support as well (via Telegram, WeChat, or email), as users will expect prompt help in their own language if they encounter issues. In fact, Chinese users often seek help through social channels or messaging apps, so having 24/7 Chinese support and community managers is considered essential. Culturally, responding quickly and helpfully to inquiries will enhance your project’s reputation for reliability. Lastly, adapt your branding to local tastes where possible – for example, some projects create a Chinese name for their brand or product that is easy to remember and has a positive meaning. All these efforts signal cultural respect and commitment. When Chinese users see that you’ve adapted to their culture – from language to design to etiquette – they are far more likely to welcome your project. In summary, immerse yourself in the local crypto culture: follow Chinese crypto news sources, understand trending memes or community jokes, and acknowledge the unique “Web3 with Chinese characteristics” that has developed. This cultural empathy will help you avoid missteps and build authentic connections with your Chinese community.
Case Studies
Arbitrum: Tapping Community Power in China
Another illustrative case is Arbitrum, a Layer-2 blockchain project from the U.S., which managed to cultivate a huge Chinese community around its technology. Rather than a top-down marketing push, Arbitrum’s growth in China was very much community-driven – enabled by the project’s openness and responsiveness to Chinese users. Early on, the Arbitrum team recognized significant interest from China and accordingly set up a dedicated Chinese Discord channel, appointing a Chinese-speaking community manager to support it. This move allowed Chinese developers and crypto enthusiasts to discuss Arbitrum in their own language and seek help easily. The engagement quickly snowballed. By 2023, the Chinese-language channel on Arbitrum’s Discord became extremely active – in fact, it accounted for more than 50% of Arbitrum’s total community activity globally.
Chinese users proved to be some of Arbitrum’s most enthusiastic community members, contributing guides, doing unofficial translations, and spreading word-of-mouth on other platforms. Arbitrum also benefited from China’s vibrant airdrop-hunting culture – many users in China participated in Arbitrum’s testnet and governance, hoping to earn token rewards. When Arbitrum eventually airdropped tokens to early users, a large share went to Chinese participants, further cementing a loyal following. Importantly, Arbitrum’s team kept engaging this user base: they joined Chinese Telegram groups for AMAs, incorporated feedback from Chinese devs, and acknowledged the contributions of key Chinese community moderators (even discussing retroactive rewards for these “Arbiter” super-users). The lesson here is that by simply opening the door and empowering the community, Arbitrum gained an invaluable foothold in China. With minimal initial marketing spend, Arbitrum now enjoys a strong brand presence among Chinese crypto circles, thanks to the organic advocacy of its local community. This demonstrates how Western projects can tap into China’s crypto passion by facilitating communication channels and embracing community contributors.
Summary
Successfully breaking into the Chinese market comes down to a few crucial strategies. First, commit to localization in every sense – translate and culturally adapt your content, product, and support so that Chinese users feel it’s built for them. Second, leverage the influence of local KOLs and communities: partnering with Chinese crypto influencers and engaging existing community hubs can rapidly amplify your project’s reach. Third, invest in building dedicated Chinese-speaking community channels (online and offline) to foster user engagement and trust over the long term. And finally, always operate with an understanding of local culture and regulations – authenticity and compliance go a long way in winning hearts and minds in this market.
As one industry guide puts it, with the right mix of localization, KOL collaboration, and targeted outreach, Web3 projects can quickly expand their influence in China’s vast market. Even within a complex regulatory environment, a strategy that respects local norms and needs can yield significant growth in Chinese user adoption. In summary, Western Web3 teams should approach China not as an afterthought but as a core audience – one that is highly enthusiastic about blockchain innovation. By starting “from 0” with a clear localization plan and community-first mindset, a project can go “to 1” and beyond, establishing a vibrant Chinese community that becomes integral to its global success.
FAQ
A: How can I find the right Chinese-speaking KOL for my project?
First, identify KOLs in the Chinese-speaking crypto space who are relevant to your project's niche market. Browse Twitter (X) and YouTube to find well-known Chinese-speaking influencers (many of whom use English or bilingual channels). If you're unsure where to start, consider partnering with a marketing agency specializing in the crypto market, as they typically have access to Chinese-speaking KOL resources. Need Chinese-speaking KOL marketing? Schedule a meeting with us today.
A: Which social media platforms should we use to attract Chinese-speaking crypto users?
It is essential to maintain an active presence on both global and local platforms. For a broad Chinese-speaking audience (including Hong Kong, Taiwan, and Singapore), Twitter (X) and Telegram/Discord are key, as many cryptocurrency discussions take place there.
A: What are the advantages of collaborating with Chinese-speaking KOLs through ChainPeak?
Answer: As an agency, we have bulk purchasing power, resulting in prices significantly lower than those negotiated directly by projects. Long-term partnerships also qualify for customized packages and annual discounts, saving over 30% in costs.
You may also need these resources:
View influencer list: https://chainpeak.pro/
Official Twitter: https://twitter.com/chainpeak
Global KOL resource group: https://t.me/globalcryptokol
Global Mod resource group: https://t.me/web3modglobal