How to Grow Your Web3 Project in China: KOLs, Media, and Market Entry Strategies

According to multiple industry research institutions, China’s crypto user base is estimated at 30 to 58 million, consistently ranking among the top three globally, behind only India and the United States. These users are highly active on platforms like X (formerly Twitter), Telegram, Bilibili, and WeChat communities, forming a vast Chinese-language crypto ecosystem. On Twitter, for instance, among approximately 130,000 crypto-related accounts, Chinese-language accounts make up 7%, the second-largest language group after English, highlighting the significant activity of Chinese users in global crypto social media.

More importantly, Chinese crypto users exhibit strong "task-driven" behavior, particularly excelling in participating in airdrops, interactions, and testnets. Incomplete statistics show that Chinese users account for 20%-40% of community contributions in many projects, often dubbed the "backbone of the airdrop ecosystem." Meanwhile, Chinese media and Key Opinion Leaders (KOLs) demonstrate remarkable communication efficiency—mainstream outlets like ChainCatcher, PANews, ForesightNews, and others reach millions of readers monthly, playing a central role in content dissemination and user education. These data and trends collectively confirm that China’s market remains highly active in the Web3 space, with immense untapped potential.

For Web3 projects aiming to penetrate Asia and establish long-term growth foundations, China represents a largely untapped digital "fertile ground." The challenge lies in understanding this local market and identifying effective growth entry points. This article provides a comprehensive analysis of the Chinese crypto market’s dynamics and opportunities through user profiles, participation behaviors, trending topics, and growth strategies, helping Web3 entrepreneurs, business development teams, and marketing leaders craft efficient China-specific strategies.

China’s Crypto User Base

China’s massive population has fostered a substantial crypto user base. Recent estimates suggest that tens of millions of crypto users remain active. For example, 2023 data indicated China’s crypto user count at approximately 30 to 58 million, representing 2%-4% of the total population. In absolute numbers, this surpasses the United States and trails only India. Despite trading restrictions, China’s market retains significant global relevance—analysis indicates it is the world’s fourth-largest crypto trading market. Internal data from one of the largest global exchanges reveals that Chinese users contribute 20% of its trading volume, with monthly trading amounting to $90 billion. The exchange has 5.6 million registered Chinese users, of which nearly 920,000 are active traders. These figures underscore the staggering user scale and capital volume in China’s market.

Beyond sheer numbers, Chinese crypto communities are highly active on social media. Many Chinese users engage on international platforms like Twitter (X) and Telegram, forming a formidable Chinese-language crypto sphere. Research shows that among over 130,000 crypto-related Twitter accounts, Chinese-language accounts constitute about 7%, second only to English. Many Chinese crypto KOLs boast tens or hundreds of thousands of followers, wielding global influence. Additionally, audiences following crypto content on Chinese platforms are equally substantial. Leading Chinese crypto media like ChainCatcher have amassed over 1.2 million users across platforms, with cumulative article views exceeding 1.8 billion.

Participation Behaviors of Chinese Crypto Users

Chinese crypto users engage with the global Web3 ecosystem with remarkable enthusiasm and adaptability, displaying distinct behavioral traits. First, task-based airdrop participation has become a daily routine for many: users eagerly join various "task-for-airdrop" activities. From Arbitrum and Sui to recent projects, "airdrops" are among the most discussed keywords in Chinese communities year-round. Many retail investors complete tasks like social media sharing or testnet interactions via platforms like Galxe and Quest3 to earn rewards, with this gamified participation model significantly boosting user engagement. Community observations suggest that participating in such airdrop tasks serves as a shortcut for newcomers to enter Web3, with many adopting a "low investment, high reward" mindset while navigating projects.

Additionally, Chinese users are adept at leveraging communities and tools to access firsthand information and benefits. They commonly join Telegram groups, Discord channels, and other international communities to interact with global enthusiasts. Despite domestic internet restrictions, these barriers have not dampened their enthusiasm. Many Chinese tutorials explicitly guide newcomers to master the "holy trinity" of Discord, Telegram, and Twitter to participate in future airdrops and community interactions. As a result, large numbers of users are active in Telegram official groups and Chinese-language Discord channels, proactively asking questions, completing tasks, and staying updated on project developments.

Following KOLs and content is another key behavior. Chinese crypto users heavily rely on KOLs for market analysis, tutorials, and project insights. On Twitter, numerous Chinese KOLs, some with influence scores nearing 1,000, attract large followings. These KOLs frequently share in-depth posts, project reviews, and investment tips, serving as primary information sources. Beyond platforms, users users also follow KOL content on domestic platforms like WeChat, Weibo, and Bilibili. This collective enthusiasm provides fertile ground for Web3 projects to build early user bases and amplify their presence in China. [See analysis of current Chinese KOL marketing trends.]

Chinese Market Trends and Hot Topics

Despite a tightening regulatory environment, the Chinese crypto market remains vibrant, with new focal points and investment trends emerging constantly. In terms of hot keywords, recent discussions in Chinese communities reflect evolving user interests. In 2023, "Hong Kong" became a phenomenon: the Hong Kong SAR government’s embrace of virtual assets sparked widespread excitement, with narratives like "Hong Kong’s return to the crypto center stage" dominating Chinese discourse. From high-level endorsements by figures like John Lee and Paul Chan to the official implementation of licensed trading platform regulations in June, Hong Kong’s favorable policies ignited renewed enthusiasm among mainland users. Many investors view Hong Kong as a precursor to a crypto spring, with related projects (e.g., Hong Kong-backed blockchains or exchanges) gaining significant traction. For instance, China-backed projects like Conflux saw price surges amid the news, with Chinese social media buzzing about "Hong Kong licenses" and "dawn of compliance," highlighting the profound impact of policy shifts on market sentiment.

Beyond regional policies, technical and sector trends also dominate Chinese crypto discussions. New blockchains, for example, have captured attention: last year’s Aptos frenzy gave users a taste of success, and this year, Sui has taken the spotlight. With its Diem-team pedigree and late-mover advantages, Sui became a traffic magnet, with topics like token community sales and testnet incentives trending on Chinese forums. Moreover, Sui’s ecosystem breakthroughs (e.g., the on-chain game Sui 8192 driving chain transaction volume to top global blockchains) sparked heated discussions in domestic communities. Emerging blockchains and their ecosystems remain a key focus for Chinese users, who fear missing the next wealth opportunity.

Overall, China’s crypto market is dynamic and multifaceted: it is buoyed by policy-driven optimism, fueled by technical innovation, and oscillates between short-term profit-chasing (airdrops, trending coins) and long-term considerations (compliance, traditional asset tokenization). This unique market pulse offers Web3 projects a massive traffic pool and amplification platform. Projects that adeptly tap into these Chinese user interests can more easily gain traction and build community resonance.

Growth Opportunities

Given China’s vast user base and unique participation ecosystem, Web3 projects should adopt targeted growth strategies to seize market opportunities through localized operations. Below are key opportunity points across channels and methods:

Leveraging Chinese KOLs (X/YouTube, etc.): 

Crypto KOLs wield significant influence and amplification power in China. Partnering with prominent Chinese KOLs to host AMAs, run prize-based retweet campaigns on Twitter (X), or produce project review videos can quickly reach tens of thousands of potential users. A 2024 influence ranking listed the top 50 Chinese KOLs, with the leading figure, Mr. Blockchain, scoring an influence rating of 996. These top KOLs combine professional insights with fan trust, and collaborations with them can significantly boost a project’s visibility and credibility in Chinese communities. Additionally, consider forming KOL advisor or community ambassador programs to engage mid-tier KOLs, creating a ripple effect for word-of-mouth growth. [See list of premium Chinese KOL collaboration opportunities.]

Engaging Chinese Crypto Media: 

Leveraging professional Chinese media platforms for content placement and promotion can significantly enhance a project’s exposure in China. Established crypto media like ChainCatcher, PANews, and Foresight News boast extensive readership and content influence. For instance, ChainCatcher, founded in 2018, has over 1.2 million users across platforms, with cumulative views exceeding 1.8 billion. Projects can gain visibility through press releases, in-depth interviews, or project analysis articles. A high-impact article not only appears on the media’s website and app but may also be syndicated to mainstream channels like Weibo and WeChat for broader reach. Notably, reports from top media like PANews are often cited by mainstream financial outlets. Thus, securing positive coverage on authoritative Chinese media can significantly enhance a project’s credibility among Chinese audiences. Projects should prepare Chinese-language whitepapers and promotional materials in advance, maintain communication with media editors, and provide accurate information and compelling highlights to secure high-quality coverage.

In summary, growth strategies for the Chinese market should prioritize localized operations and long-term engagement. Projects should leverage the influence of KOLs and media for rapid market penetration while building user assets through proprietary content and community development. Respecting Chinese users’ behavioral habits and cultural context, providing Chinese-language support, and delivering consistent value are critical. With the right approach, China’s vast and vibrant market can become a powerful engine for exponential growth in Web3 projects.

Conclusion

Overall, China’s crypto market demonstrates immense user scale and robust growth potential: tens of millions of potential users are active across trading, community, and content platforms, making it an indispensable pillar of the global Web3 landscape. Chinese users’ enthusiasm is evident—they eagerly explore new products, chase trending opportunities, and deeply engage in the crypto ecosystem through airdrops and community discussions. Despite external challenges, the market remains fervent, with diverse topics continuously emerging, signaling the potential for the next big trend. For global Web3 projects, adopting tailored localized strategies—through KOLs, media, communities, and education—can transform China’s market into tangible growth momentum and a loyal user base. By embracing Chinese users while respecting local regulations and cultural nuances, projects can gain a competitive edge in the global race. China’s crypto market, a vast and vibrant frontier, awaits prepared pioneers to sow and reap rewards.

FAQ

Q: What are the advantages of partnering with ChainPeak and Chinese influencers for promotion?

A: As an agency, we offer bulk pricing advantages, with costs significantly lower than direct project negotiations. Long-term partnerships can enjoy customized packages and annual discounts, saving over 30% in costs.

Q: How can overseas Web3 projects promote in the Chinese market?

A: Projects can engage through building Chinese-language communities, releasing localized content, and collaborating with KOLs/media to indirectly attract Chinese user attention and participation.

Q: What type of investors dominate China’s crypto market?

A: Retail investors dominate, with relatively small individual investments but substantial collective capital. They focus on profit opportunities and actively participate in airdrops and trending projects.

Q: Is Chinese-language support necessary for the Chinese market?

A: Absolutely. Providing Chinese-language whitepapers, websites, and customer support significantly lowers barriers for Chinese users, boosting conversion rates and trust.

Q: What compliance considerations are important for entering the Chinese market?

A: Projects should avoid public token sales or trading promotions targeting mainland China, focusing instead on technical discussions and community building while adhering to local policy guidelines and conducting market activities cautiously.

Resources You May Need:

Website: https://chainpeak.pro/

Official Twitter: https://twitter.com/chainpeak

Global KOL Resource Group: https://t.me/globalcryptokol

Global Moderator Resource Group: https://t.me/web3modglobal