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Anndy Lian on the Future of Web3: Community, Transparency, and Sustainability at Hong Kong Consensus 2025

Anndy Lian on the Future of Web3: Community, Transparency, and Sustainability at Hong Kong Consensus 2025

Anndy Lian, a best-selling author and blockchain strategist, shared his pointed perspectives on the evolving Web3 landscape during a fireside chat at the Hong Kong Consensus 2025. The event, which also featured a presentation by Thomas Kay, Vice President of WEEX Global, provided a platform for Lian to delve into critical topics such as community building, the changing role of exchanges, and the long-term sustainability of blockchain projects.

Community is King: Beyond Incentives and Towards True Engagement

Lian immediately addressed the challenges of building authentic communities in the current Web3 environment. He acknowledged that users are far more sophisticated than in the early days of crypto, demanding more than just airdrops and fleeting incentives. He agreed with Thomas Kay’s point that building a strong community requires providing genuine, long-term value. “It’s not easy to really build effectively,” Lian stated, emphasizing the need for “unity” within the ecosystem. He suggested that larger, more established exchanges should actively support smaller, promising projects, particularly those in emerging markets like Russia, Kenya, and Brazil.

Lian believes that genuine community engagement is the key to identifying promising projects. He shared, “Whenever I see a very good community…it will be easier for us to spot good projects on X,” highlighting the importance of observing real user activity and feedback, as opposed to artificial engagement from bots. He treasures the input from genuine community members, believing it’s a crucial indicator of a project’s potential.

The Evolving Role of Exchanges: Transparency and User Trust

The conversation then turned to the critical role of cryptocurrency exchanges in the Web3 ecosystem. Lian highlighted the growing demand for exchanges to provide not only security but also accessibility, especially regarding the often-complex processes of on-ramping and off-ramping funds. He stated that users want to know that their money can “safely flow out through a legitimate way.”

Lian also predicted a shift away from exchanges heavily reliant on Key Opinion Leaders (KOLs) or influencers. He argued that KOLs often act like “butterflies,” flitting between projects and bringing the same audience with them, ultimately providing little unique value. He believes that exchanges have a responsibility to help users identify genuinely valuable projects and partners.

Perhaps most strikingly, Lian revealed that everyday users (“normies”) are becoming increasingly savvy about the inner workings of exchanges. He shared that he frequently receives questions in AMAs and private groups about exchange listing fees, with users questioning whether exchanges are prioritizing revenue over genuine community support. “Normies are actually asking these questions,” he emphasized, underscoring the growing demand for transparency in the industry. He believes this is “one important metric that we should share,” and that “things should be transparent.”

Memes as a Gateway, But Sustainability is Key

On the topic of meme coins, Lian acknowledged their role as an accessible “door opener” to the crypto world, attracting new users with their fun and relatable nature. However, he cautioned that long-term survival requires more than just initial hype. He believes that successful meme projects need a clear roadmap, strong leadership, and a focus on building a genuine community.

Lian proposed innovative models for meme coin sustainability, such as creating real-world extensions like franchise cafes or merchandise lines. These ventures, he argued, could create a “sustainable business” where the community actively participates and benefits, ensuring the project’s longevity. He used the example of an “Anndy cafe” as a global clubhouse, networking with exchanges and partners.

He was critical of projects that lack concrete plans and rely solely on fleeting trends. “We want to see price action, we want to see real partnerships,” he asserted, highlighting the need for projects to collaborate with exchanges and other entities to create genuine value. He cautioned against prioritizing superficial influencer marketing over genuine community benefit, stating, “If you want to be sustainable, you have a big community, make sure that you can monetize that.” He believes that projects should focus on benefiting their communities directly, rather than funneling resources to influencers who may not have the community’s best interests at heart.

A Call for Candor and Collaboration

Lian’s overall message was one of collaboration, transparency, and a focus on long-term sustainability. He emphasized the need for open and honest conversations about the challenges and opportunities within the Web3 space, even touching on potentially controversial topics like exchange listing fees. His concluding remark, “I hope everybody can do well in this run,” reflected his hope for a future where projects, exchanges, and communities work together to create a thriving and equitable ecosystem. He believes that walking the talk and benefiting the community is the right path. He also mentioned that he is not against KOLs or influencers, but if a project wants to be sustainable, it has to monetize its big community.

 

Video Source: https://consensus-hongkong2025.coindesk.com/agenda/event/-weex-sponsored-session-92 (Official Video from Consensus 2025)

 

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

www.anndy.com
j j j

How to Onboard More People to Web3: Insights from MemeX Festival Panel

How to Onboard More People to Web3: Insights from MemeX Festival Panel

The MemeX Festival, hosted by Memecore, MemeX, and 852Web3, and co-hosted by Pudgy Penguins, Ton, and Hashkey Exchange, brought together some of the brightest minds in Web3 to discuss a pressing question: How can we onboard more people to Web3? The panel, moderated by Chin, Spaces Host from Unfungible, featured an impressive lineup of speakers, including Anndy Lian, Cheryl Law, Master Chef, and Denton. Together, they shared their insights, strategies, and experiences in making Web3 more accessible to the masses.

This article captures the key takeaways from the panel discussion, highlighting the innovative approaches and actionable ideas shared by the speakers.

The Challenge of Onboarding to Web3

Moderator Chin set the tone for the discussion by emphasizing the importance of onboarding in Web3. “Whether you’re a builder, content creator, or just curious, the question remains: how do we get more people into Web3?” he asked. The panelists agreed that while Web3 offers immense potential, the journey to onboard users is fraught with challenges, including technical complexity, lack of awareness, and skepticism.

1. Making Web3 Fun and Accessible

Master Chef, representing WONTON and Hungry Degens, shared a unique approach to onboarding users by gamifying the experience. He explained how their NFT collection starts in a Web2 environment, allowing users to collect items like Pokémon cards before transitioning to on-chain assets. “We encourage users to collect in a Web2 environment first, like opening a pack of cards. Once they’re engaged, we introduce them to the on-chain experience,” he said. This gradual approach has proven successful, with over 4.5 million users engaging with their mini-app.

Chin praised this strategy, noting, “It’s about creating a familiar and enjoyable experience. People love to collect things, and by making it fun, you’re lowering the barrier to entry.”

2. Show, Don’t Tell

Denton, founder of Moon Ring, emphasized the importance of demonstrating the value of Web3 rather than overwhelming users with technical jargon. “Show people what Web3 can do. Let them experience it,” he said. Denton highlighted the success of Moon Ring, a wearable device that allows users to earn tokens by contributing their data. “People don’t even realize they’re interacting with the blockchain. They just wear the ring, track their biometrics, and earn rewards. It’s seamless and user-friendly.”

This “show, don’t tell” philosophy resonated with the audience, as it shifts the focus from explaining blockchain technology to showcasing its tangible benefits. Denton added, “No more chains, no more gas fees. Just a simple, enjoyable experience.”

3. Leveraging Meme Culture

Anndy Lian, Managing Director of LIFT Ecofund and a bestselling author, brought a fresh perspective to the discussion by advocating for the use of memes as an entry point to Web3. “If you want to grow big, you have to be as degen and as silly as you can,” he said, drawing laughter from the audience. Anndy explained that meme coins and meme culture are powerful abilities for engaging users. “Memes are fun, relatable, and easy to understand. They create a sense of community and excitement.”

He also stressed the importance of showing users how they can benefit financially. “If you tell people how they can make money, they will come. Whether it’s Web1, Web2, or Web3, the principle remains the same,” he said. Anndy’s candid advice to projects was to focus on creating fun and engaging experiences that resonate with users.

4. Building Emotional Connections

Cheryl Law, Head of Asia for Pudgy Penguins, highlighted the role of emotional connections in onboarding users. “Pudgy Penguins is not just about selling dreams and visions. We’re selling physical toys that people can touch and feel,” she said. Cheryl explained that these toys create an emotional attachment, making it easier for users to engage with the brand and explore Web3.

She shared a personal anecdote about onboarding her mother, who initially dismissed Web3 as complex and intimidating. “When she saw the Pudgy Penguin toys, she was intrigued. It’s cute, it’s tangible, and it’s something she could relate to,” Cheryl said. This approach has helped Pudgy Penguins reach a broader audience, including those who might not typically engage with Web3.

Cheryl also emphasized the importance of distribution and visibility. “We’re everywhere—TikTok, Facebook, YouTube. We’re playing the long-term game, building a community, and creating mindshare,” she said. By combining physical products with a strong online presence, Pudgy Penguins has successfully bridged the gap between Web2 and Web3.

5. Simplifying the Onboarding Process

One recurring theme throughout the discussion was the need to simplify the onboarding process. Cheryl shared how Pudgy Penguins uses QR codes to make it easy for users to join their ecosystem. “You scan the QR code, enter your Gmail, and you’re in the Pudgy world. It’s that simple,” she said. This streamlined approach removes the technical barriers that often deter new users.

Denton echoed this sentiment, emphasizing the importance of removing friction. “No one wants to deal with gas fees or complicated wallets. The experience should be as smooth as possible,” he said.

6. The Role of Community and IP

The panelists agreed that community and intellectual property (IP) play a crucial role in onboarding users. Anndy pointed out that strong IP can create a sense of identity and belonging. “Pudgy Penguins is a great example. They’ve built a brand that people want to be a part of,” he said.

Cheryl added that community building is at the heart of Pudgy Penguins’ strategy. “We’re not just selling toys or NFTs. We’re creating a community where people feel connected and valued,” she said. This sense of community fosters loyalty and encourages users to explore Web3 further.

7. The Power of Memes and Mass Adoption

Anndy and Cheryl both highlighted the potential of memes to drive mass adoption. “Memes are universal. They transcend language and culture,” Cheryl said. Anndy added, “Memes are the perfect entry point. They’re fun, they’re relatable, and they make Web3 less intimidating.”

The panelists also discussed the role of meme coins in onboarding users. While acknowledging the risks, Anndy argued that meme coins can be a powerful ability for engagement. “It’s a lot easier to get someone to buy a $1 meme coin than to explain the intricacies of blockchain technology,” he said.

Conclusion: A Multi-Faceted Approach

The panel discussion at MemeXFestival provided valuable insights into the challenges and opportunities of onboarding users to Web3. From gamification and emotional connections to meme culture and community building, the speakers shared a range of strategies to make Web3 more accessible and appealing.

As Chin aptly summarized, “It’s about creating experiences that resonate with people. Whether it’s through toys, memes, or seamless technology, the goal is to make Web3 fun, engaging, and easy to use.”

The journey to onboard the masses to Web3 is just beginning, but with innovative approaches like these, the future looks promising. As the panelists demonstrated, the key lies in meeting users where they are, making the experience enjoyable, and showing them the value of Web3.

 

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

www.anndy.com
j j j

Winning Web3: The Marketing Strategies That Actually Work – Cointelegraph

Winning Web3: The Marketing Strategies That Actually Work – Cointelegraph

This is a side event organized by Cointelegraph during Consensus 2025 Hong Kong. This event has brought together some of the brightest minds in the Web3 space to discuss marketing strategies that work in the ever-evolving blockchain and cryptocurrency industry. This article highlights the key takeaways from the panel titled “Winning Web3: The Marketing Strategies That Actually Work”, with a focus on Anndy Lian’s contributions at the panel.

The Role of Key Opinion Leaders (KOLs) in Web3 Marketing

The panel began with a discussion on the role of Key Opinion Leaders (KOLs) in the Web3 space. Anndy Lian, a seasoned investor and author with a significant following on social media, emphasized the importance of distinguishing between influencers and true KOLs. He noted that while many influencers in the crypto space focus on promoting projects for short-term gains, true KOLs should provide meaningful insights and add long-term value to the ecosystem.

Anndy stated, “The term ‘KOL’ originally came from the Chinese market, where it was used to describe individuals whose opinions were recognized and respected. However, in today’s market, many so-called KOLs are merely influencers who focus on shilling projects without understanding their fundamentals. This is not sustainable.”

He further elaborated on the need for KOLs to act as thought leaders rather than just promoters. According to Anndy, the credibility of a KOL lies in their ability to produce valuable content and foster trust within their community.

Building Sustainable Communities

One of the recurring themes in Anndy Lian’s remarks was the importance of building sustainable communities. He argued that a strong community is the backbone of any successful Web3 project. Unlike traditional marketing, where the focus is on driving sales, Web3 marketing requires a more nuanced approach that prioritizes community engagement and education.

Anndy explained, “If you have a strong community, you can drive revenue and profits in the long term. It’s not just about building technology; it’s about building a vision that resonates with people. Projects should focus on setting clear targets for community building and delivering value to their members.”

He also highlighted the role of transparency and accountability in community building. Projects that fail to deliver on their promises or engage in unethical practices risk losing the trust of their community, which can be detrimental in the long run.

The Challenges of Working with Influencers

The panel also discussed the challenges of working with influencers in the Web3 space. Anndy shared his experiences as both an investor and a marketer, shedding light on the complexities of influencer marketing. He pointed out that while influencers can help projects gain visibility, the return on investment (ROI) is often unpredictable.

“Some influencers have millions of followers, but their engagement rates are low, and the ROI is disappointing. On the other hand, smaller influencers with niche audiences can deliver better results. It’s crucial to be mindful of what you want to achieve—whether it’s awareness, credibility, or direct sales—and choose your influencers accordingly,” Anndy advised.

He also cautioned against relying solely on influencers for marketing, as this approach can lead to unsustainable growth. Instead, he recommended a balanced strategy that combines influencer marketing with other tactics, such as content creation, partnerships, and community events.

The Importance of Due Diligence

Anndy Lian stressed the importance of conducting thorough due diligence before partnering with influencers or investing in projects. He shared a practical tip for evaluating influencers: “Talk to people in the industry and gather insights. For example, you can reach out to exchanges and ask about the performance of specific influencers. This will give you a better understanding of their impact and credibility.”

He also highlighted the need for projects to clearly define their goals and expectations when working with influencers. By setting measurable objectives and tracking performance, projects can ensure that their marketing efforts align with their overall strategy.

Avoiding the Pitfalls of Meme Coins and Unsustainable Projects

Anndy was vocal about the risks associated with meme coins and unsustainable projects. He acknowledged that while meme coins can attract attention and drive short-term gains, they often lack the fundamentals needed for long-term success.

“Meme coins are one of the easiest entry points for newcomers, but they come with a lot of risks. Many of these projects are driven by hype and lack a clear roadmap or utility. As a result, they fail to deliver value to their investors,” he said.

He urged investors and marketers to focus on projects with strong fundamentals, such as a clear use case, a dedicated team, and a sustainable business model. He also emphasized the importance of educating the community about the risks of speculative investments and encouraging responsible behavior.

Lessons from the FTX Collapse and the Importance of Security

Reflecting on the lessons learned from the FTX collapse, Anndy underscored the importance of security and risk management in the crypto space. He shared his personal experience of losing funds during the FTX debacle and offered practical advice to the audience.

“Always remember to cash out and secure your funds. Use hardware wallets and avoid keeping large amounts of money on exchanges. Even experienced investors can fall victim to phishing attacks, so it’s crucial to stay vigilant,” he warned.

Anndy also highlighted the need for greater accountability among KOLs and influencers. He called on them to be transparent about their affiliations and to prioritize the interests of their community over personal gains.

The Future of Web3 Marketing

Looking ahead, Anndy Lian expressed optimism about the future of Web3 marketing. He believes that as the industry matures, there will be a greater emphasis on quality over quantity. Projects that focus on delivering real value and building trust will stand out in an increasingly crowded market.

“The next wave of successful projects will be those that prioritize community building, transparency, and long-term sustainability. Marketing strategies should evolve to reflect these values, and KOLs should play a more active role in educating and empowering their communities,” he concluded.

Final Thoughts

The panel at Consensus 2025 provided valuable insights into the challenges and opportunities in Web3 marketing. Anndy Lian’s contributions stood out for their emphasis on sustainability, transparency, and community building. His practical advice and candid observations serve as a reminder that success in the Web3 space requires more than just hype—it requires a commitment to creating real value and fostering trust.

As the Web3 ecosystem continues to evolve, marketers, investors, and KOLs must adapt their strategies to meet the changing needs of the industry. By focusing on the fundamentals and staying true to their values, they can help shape a more sustainable and inclusive future for blockchain and cryptocurrency.

 

Anndy Lian is an early blockchain adopter and experienced serial entrepreneur who is known for his work in the government sector. He is a best selling book author- “NFT: From Zero to Hero” and “Blockchain Revolution 2030”.

Currently, he is appointed as the Chief Digital Advisor at Mongolia Productivity Organization, championing national digitization. Prior to his current appointments, he was the Chairman of BigONE Exchange, a global top 30 ranked crypto spot exchange and was also the Advisory Board Member for Hyundai DAC, the blockchain arm of South Korea’s largest car manufacturer Hyundai Motor Group. Lian played a pivotal role as the Blockchain Advisor for Asian Productivity Organisation (APO), an intergovernmental organization committed to improving productivity in the Asia-Pacific region.

An avid supporter of incubating start-ups, Anndy has also been a private investor for the past eight years. With a growth investment mindset, Anndy strategically demonstrates this in the companies he chooses to be involved with. He believes that what he is doing through blockchain technology currently will revolutionise and redefine traditional businesses. He also believes that the blockchain industry has to be “redecentralised”.

www.anndy.com
j j j