KuCoin CMO says trust will drive the next Web3 era at BEYOND Expo

As the crypto sector moves past speculative growth cycles, KuCoin’s chief marketing officer, Skylar Wu, told a panel at BEYOND Expo 2026 that the next competitive phase will be defined by “trust infrastructure” rather than sheer traffic or token incentives [1]. The discussion, held in Macao on May 29, framed a shift from an “attention economy” to a “trust economy,” emphasizing transparency, compliance and security as key drivers of long‑term growth.

Key takeaways

• KuCoin positions trust, compliance and security as the new metrics for Web3 platform success [1]
• The industry is moving toward a “hybrid liquidity” model that blends centralized exchanges, decentralized protocols and institutional infrastructure [1]
• Stablecoins and Bitcoin ETFs are cited as evidence that digital assets are becoming core financial infrastructure [1]
• KuCoin’s “Trust First” strategy includes a $2 billion Trust Project and ongoing proof‑of‑reserves initiatives [1]

From Attention to Trust: Redefining Web3 Competition

Skyler Wu explained that the era of growth driven solely by speculative traffic is fading, and platforms will now win by building the most trusted infrastructure [1]. She noted that traditional measures of infrastructure—speed and liquidity—are being supplemented by resilience, compliance, and the ability to operate sustainably across global markets. According to Wu, users and institutions increasingly prioritize execution reliability, regulatory clarity and security resilience as digital assets integrate into mainstream finance [1].

The panel also highlighted a convergence of liquidity sources. Rather than existing as isolated ecosystems, centralized exchanges, decentralized exchanges, asset managers and payment networks are forming an interconnected “hybrid liquidity” environment [1]. Wu argued that users care less about the origin of liquidity and more about efficient, secure, and reliable execution, with future platforms abstracting blockchain complexity to deliver experiences comparable to mainstream internet applications [1].

KuCoin’s Trust‑First Roadmap

In line with its “Trust First” strategy, KuCoin is investing in proof‑of‑reserves transparency, institutional‑grade infrastructure, advanced security systems and global compliance initiatives [1]. The company cites a $2 billion Trust Project as a cornerstone of these efforts [1]. Wu pointed to the growing adoption of Bitcoin ETFs, stablecoins and expanding regulatory frameworks as signals that digital assets are transitioning from speculative instruments to essential financial infrastructure, particularly noting stablecoins’ evolution into global payment and settlement rails [1].

Why it matters

If the industry’s shift toward a trust economy materializes, platforms that prioritize compliance, security and transparent operations could gain a competitive edge over those relying on hype and token incentives. KuCoin’s emphasis on hybrid liquidity and its sizable Trust Project suggest the exchange aims to position itself as a foundational layer for the emerging “One Global Financial Market.” Continued regulatory developments and broader institutional adoption will likely test the durability of this trust‑focused approach, shaping the next phase of Web3 growth.