Expanding into the Chinese Crypto Market: A Comprehensive Guide to Web3 Project Marketing Strategies

China boasts a massive crypto user base. Data shows that as of 2024, approximately 59 million people in China hold cryptocurrencies, second only to India, making it the second-largest crypto market globally. These users are active on global social platforms to access industry information and participate in community discussions. For example, the X account of prominent Chinese crypto media figure Wu Blockchain has over 500,000 followers, with its English content reaching more than 1.5 million readers. Additionally, active Chinese-language crypto YouTube channels and creators attract significant viewership, with many videos garnering tens of thousands to millions of views. These figures clearly demonstrate the scale and potential of the Chinese market.


For Web3 projects aiming to expand into the Greater China region, understanding localized marketing channels and strategies is key to success. This article provides an in-depth guide to penetrating the Chinese crypto market, covering strategies such as Chinese KOL (Key Opinion Leader) collaborations, partnerships with Chinese-language news media, AMAs (Ask Me Anything), community building, task incentives, and other effective approaches. It also includes recommendations for channel combinations and budget allocation guidelines. All content focuses on actionable methods to help project teams effectively reach Chinese users while avoiding risks related to sensitive or non-compliant content.


Chinese KOLs


In the Chinese crypto community, KOLs are primarily active on international social platforms like X (formerly Twitter) and YouTube. Although these platforms require special network access in mainland China, they remain the primary hubs for crypto discussions in the Chinese-speaking world. Many Chinese KOLs share real-time market insights and opinions on X, amassing large international followings, while others operate YouTube channels producing market analysis, project reviews, and other video content targeting audiences in Hong Kong, Taiwan, and overseas Chinese communities. In contrast, domestic social media platforms like Weibo and WeChat are less favorable for public crypto promotions due to regulatory restrictions, making X and YouTube the preferred marketing channels for most projects.


Collaboration Models


Collaboration models with Chinese crypto KOLs differ from those in international markets. Beyond standard paid posts, a unique model is the "private sale" collaboration: project teams allow KOLs to participate as early investors in private funding rounds, typically offering token allocations ranging from $1,000 to $20,000 per KOL, often with better vesting periods and valuation terms than traditional VCs. In return, KOLs are required to regularly endorse the project on social media (typically posting several times a month).


This model aligns KOLs’ interests with the project, incentivizing them to produce high-quality promotional content organically. Additionally, many projects sign KOLs as official advisors or ambassadors, tasking them with long-term brand endorsement and requiring a minimum amount of content output monthly, with compensation primarily in project tokens (commonly $5,000–$10,000 per month, up to $15,000 for top-tier KOLs). In contrast, influencer marketing in international markets often involves one-off cash or stablecoin payments, with KOLs maintaining a shorter, less involved relationship with projects. Chinese KOLs tend to favor deeper engagement, sometimes participating in product development or community operations, reflecting a stronger sense of involvement and shared interests. This collaboration model is particularly suitable for agencies facilitating bulk influencer partnerships. Check out our case studies on deep collaborations! Schedule an online meeting to discuss deep collaboration solutions.


Influencer Marketing Costs


KOL collaboration costs vary widely based on their influence. Generally, mid-tier KOLs with tens of thousands of followers charge a few hundred dollars for an original X post, while top-tier KOLs with hundreds of thousands of followers typically charge between $3,000 and $5,000 per post. For instance, ChainPeak data indicates that KOLs with fewer than 20,000 followers start at around $500 per post, with slightly lower rates for cross-industry KOLs (e.g., gaming), while top crypto KOLs with large followings may demand thousands per post. Costs also fluctuate based on post retention duration and engagement metrics (likes and retweets). 


Some KOLs offer package deals or discounts (e.g., for multiple posts). Video content, such as YouTube reviews or live interviews, typically costs 50% or more above the price of a standard post. When selecting KOLs, projects should consider audience alignment and cost-effectiveness: sometimes, collaborating with multiple mid-tier KOLs can outperform a single top-tier KOL campaign. Before signing, evaluate the KOL’s audience composition (proportion of Chinese-speaking followers), past campaign performance, and reputation to ensure tangible results.


Impact and Effectiveness


KOL marketing is one of the fastest ways to break into the Chinese market. The trust endorsement effect is particularly strong in Chinese communities: when a top KOL recommends a project, followers are more likely to engage or try the product. Sharing project details, tutorials, or airdrop incentives through KOLs can drive significant Chinese user traffic and boost brand awareness in a short time. As many KOLs are seasoned crypto enthusiasts or industry experts, their content is relatively professional, and neutral, objective reviews can enhance a project’s credibility. However, projects should avoid over-relying on a single KOL. 


Best practice is to select 2–3 KOLs with different focuses—e.g., one specializing in technical analysis and another in trending topics—to cover diverse audience segments and gather comprehensive market feedback. Explore Chinese crypto influencers specializing in different areas.


Chinese Crypto News Media


Chinese-language crypto news media are indispensable for reaching Greater China users. China’s blockchain media ecosystem is thriving, with both established portal platforms and newer niche media. Unlike KOLs, which focus on social engagement, media coverage provides authoritative endorsements and long-tail exposure through search and reprints. Below are several representative Chinese crypto media outlets and their collaboration methods:


PANews


PANews offers comprehensive content, including breaking news, in-depth analysis, and industry reports, with a strong professional reputation and a global perspective. It enjoys a solid reputation in the Chinese-speaking community, with estimated monthly website visits between 200,000 and 400,000, primarily from professionals tracking industry trends and investment opportunities. PANews also offers paid columns or co-hosted events as collaboration options. Articles published on PANews are displayed on its website and app and are often republished on platforms like Zhihu and WeChat public accounts, achieving wide dissemination.


ChainCatcher


ChainCatcher has grown into a leading Chinese Web3 in-depth media and data service provider. Known for its cutting-edge content, it frequently produces systematic research on major industry topics, with many analyses cited by authoritative outlets like China Entrepreneur and 36Kr. Its readership, primarily consisting of seasoned investors, practitioners, and developers, is highly engaged. ChainCatcher has over 1.2 million total users across platforms, with cumulative views exceeding 1.8 billion and approximately 300,000 monthly active visitors, representing high-quality traffic.


ForesightNews


Here, “ForesightNews” refers broadly to content platforms focused on industry trends and policy analysis, such as WeChat public accounts or columns run by experienced analysts or investors. These platforms are characterized by sharp, forward-looking insights, with readers primarily industry practitioners and tech enthusiasts focused on macro trends and deeper logic. Collaboration methods include providing exclusive opinion pieces or participating in live interviews.


In addition to the above, JinSe Finance, Odaily, BlockBeats, and MarsBit are also well-known Chinese crypto media. Check the full list of Chinese news media. If budget allows, projects can opt for media package services, such as sponsored reports combined with homepage banners, for greater exposure. Leveraging media social channels—many have synchronized posts on Weibo, WeChat, and Telegram—can also be requested to reach diverse user preferences.


Role and Advantages of Media Channels


Using Chinese media establishes an authoritative image and achieves broad information reach. A formally published media article is often seen as “official information” and frequently cited in communities, carrying more credibility than individual KOL posts. When potential users search for a project in Chinese, media articles serve as key information sources, shaping positive public sentiment. Additionally, China’s media ecosystem has a matrix effect: after one outlet publishes, other portals and self-media accounts often follow with reprints, creating secondary dissemination. Many international projects entering China have used Chinese media press releases to announce their “official entry,” signaling market intent. Partnering with mainstream media is a critical step in market entry, providing endorsement effects and SEO benefits that lay a solid foundation for subsequent community operations. Through ChainPeak, you can enjoy agency advantages. Contact us now.


Content Marketing


Beyond KOLs and media, projects should flexibly utilize other community channels to build online engagement and connect with users offline. Below are common methods and localized execution strategies for the Chinese market:


AMA Events (Ask Me Anything): 


Regularly hosting Chinese-language AMAs can quickly generate community buzz. Localization tips: Choose platforms with high audience concentration, such as Telegram groups, Discord channels (popular in crypto circles), or Bilibili live streams (preferred by Chinese developers). Pre-select a credible host, such as a well-known community admin, media journalist, or KOL, to enhance event credibility. Use Chinese throughout the interaction, with bilingual staff available for real-time translation if needed. To attract participation, offer airdrop rewards or quiz giveaways (e.g., token rewards for asking questions).


Telegram Community Building: 


Although Telegram requires special network access in mainland China, it is used by nearly all serious crypto enthusiasts. Establishing an official Chinese Telegram group is essential. Localized operations: Appoint at least one Chinese-speaking community manager, ideally bilingual and familiar with Chinese user habits, to handle daily interactions and guide newcomers. Regularly post announcements, product tutorials, and updates in Chinese, and encourage free discussion in Chinese.


Other Local Channels


Offline meetups and hackathons are increasingly common in China’s tier-1 cities. If project team members can attend in person, face-to-face interactions build trust unmatched by online efforts. For Chinese users, preparing a Chinese-language website/whitepaper and 24/7 Chinese customer support removes language barriers, creating a welcoming experience. The closer a project aligns with local user habits, the higher its chances of establishing a foothold in the Chinese market.


Summary

To successfully penetrate the Chinese crypto market, a multi-channel strategy is most effective. Relying on a single channel cannot cover all user segments; only integrating KOLs, media, and community efforts can create marketing synergy in the vast and diverse Chinese-speaking market. Depending on the project’s stage and budget, consider the following combinations and budget allocations:


Launch Phase (Limited Budget): 


Focus on community building and mid-tier KOLs. Invest in establishing an official Chinese community (Telegram/WeChat) to nurture seed users, while collaborating with 2–3 niche mid-tier KOLs to post introductory content. Allocate ~50% of the budget to KOLs, 30% to community incentives (airdrops, small giveaways), and 20% to basic media press releases. The goal is to build initial awareness and attract early loyal supporters.


Growth Phase (Moderate Budget): 


Combine media campaigns with top-tier KOLs. Allocate ~40% to in-depth media partnerships, such as interviews or sponsored reports on PANews or JinSe; 40% to top Chinese KOLs for a concentrated campaign (e.g., synchronized reviews for a new feature launch); and 20% to ongoing community operations and regular AMAs. This mix significantly boosts exposure and credibility in both professional and mainstream circles, with media providing authority, KOLs sparking discussions, and communities converting new users.


Mature Phase (High Budget): 


Aim for comprehensive coverage. Allocate 30% to a top-tier KOL matrix (covering platforms like X, YouTube, Douyin), 25% to a media matrix (crypto and tech/finance media collaborations), 20% to large-scale marketing events (exchange-partnered airdrops, online hackathons), 15% to deep community engagement (hiring moderators, hosting offline meetups), and 10% as a flexible reserve. This multi-channel approach quickly establishes market leadership. High budgets should focus on ROI, adjusting strategies based on data feedback to prioritize the most effective channels.


FAQs

Q: What are the advantages of promoting through ChainPeak?

A: ChainPeak offers bulk pricing advantages, significantly lower than direct negotiations. Long-term partnerships enjoy customized packages and annual discounts, saving over 30% in costs.


Q: Chinese users don’t use Twitter/X, so is it still meaningful to engage KOLs there?

A: Yes. While the general public may not use Twitter, crypto users rely on it for information.


Q: How to select reliable Chinese KOLs and avoid pitfalls?

A: Choose KOLs with a good reputation and professional content. Key evaluation points include: past projects promoted and their community feedback; whether the KOL produces valuable, original insights rather than purely ads; and whether their follower engagement is authentic (beware of fake followers). Check KOL backgrounds through ChainPeak.


Q: How much budget is needed for a marketing campaign in China?

A: For small projects, $5,000–$10,000 can cover a few media releases and basic KOL posts. Mid-level campaigns typically require tens of thousands, combining multiple channels. For a high-impact campaign, budgets may reach hundreds of thousands, involving top KOLs, leading media, and large events. Budget size depends on target audience and goals, but precise planning and execution can maximize ROI.


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