KuCoin CMO: Trust Defines Next Web3 Phase

KuCoin Chief Marketing Officer Skylar Wu stated that the cryptocurrency industry is undergoing a structural transition from an "attention economy" to a "trust economy" during a panel discussion at BEYOND Expo 2026 in Macao. She argued that the next phase of Web3 competition will be defined by trust infrastructure rather than traffic or token incentives [1].

Key takeaways

• KuCoin CMO Skylar Wu claims Web3 is shifting from an "attention economy" to a "trust economy" [1].
• Future infrastructure success will depend on resilience and compliance rather than just speed and liquidity [1].
• The industry is moving toward a "hybrid liquidity" model connecting centralized and decentralized systems [1].
• KuCoin is pursuing a "Trust First" strategy, which includes an ongoing $2 billion Trust Project [1].

Moving Beyond Speculative Growth

Speaking during the panel "The Answer to Web3 Liquidity: Asset Management, CEX, DEX and the Future," Wu asserted that the era of growth driven by speculative traffic and short-term incentives is fading. She argued that while infrastructure was previously measured primarily by speed and liquidity, it must now be evaluated on resilience, compliance, transparency, and the ability to operate sustainably across global markets [1].

Wu pointed to Bitcoin ETFs, stablecoin adoption, and expanding global regulatory frameworks as signals that digital assets are transitioning from speculative assets into financial infrastructure. She noted that stablecoins, in particular, are evolving into global payment and settlement rails rather than remaining purely trading instruments [1].

The Convergence of Liquidity Systems

According to Wu, the transformation is reshaping how liquidity evolves, moving away from isolated ecosystems toward a more interconnected "hybrid liquidity" environment. This environment involves the convergence of centralized exchanges, decentralized protocols, institutional infrastructure, and payment networks [1].

She suggested that users are prioritizing execution reliability and security over the specific source of liquidity. Wu predicted that future platforms will need to abstract away blockchain complexity to deliver experiences that feel as intuitive as mainstream internet applications [1].

Why it matters

Wu concluded that Web3 is no longer just about building trading platforms, but rather establishing the trust infrastructure for the next era of digital finance. KuCoin claims to support this vision through its "Trust First" strategy, which includes investments in Proof of Reserves transparency, institutional-grade infrastructure, and global compliance initiatives [1]. The company aims to evolve beyond its role as an exchange to help build the trust infrastructure that powers what it calls the "One Global Financial Market" [1].