Victoria d’Este
Printed: October 31, 2025 at 11:33 am Up to date: October 31, 2025 at 11:33 am
Edited and fact-checked:
October 31, 2025 at 11:33 am
In Temporary
On this interview, Exilist CEO Lily Park reveals how her firm helps international Web3 tasks navigate Korea’s uniquely lively but cautious crypto market by bridging hype and belief by way of culturally tailor-made neighborhood methods.
Regardless of Korea’s repute for cautious adoption, even politicians and older generations are actively buying and selling crypto, an perception that highlights the nation’s distinctive Web3 market. On this interview, Lily Park, CEO and co-founder of Exilist, shares her journey from discovering blockchain in 2017 to founding a agency that helps international tasks navigate the Korean market.
She discusses how Exilist bridges the hole between hype and belief, builds sturdy communities, and adapts worldwide methods to suit native tradition, providing a uncommon inside take a look at Korea’s evolving crypto and Web3 ecosystem.
Firstly, Lily, might you please introduce your self and share your path to Web3?
Sure, so I’m Lily. I’m the CEO and co-founder of Exilist, and my journey started again in 2017. One in all my earlier co-workers launched me to CoinOne, which was at the moment one of many high two or three crypto exchanges in Korea. I labored there for about three years. Again then, I didn’t know something about blockchain.
I had no understanding of Ethereum, Bitcoin, or the expertise, however throughout my time at CoinOne, I grew to become very within the blockchain trade. I labored as a company account administration lead and had the prospect to work with many international market makers in addition to product groups attempting to checklist, or already listed, on CoinOne.
After that, I moved to a GTM PR agency primarily based within the China area. I labored there for about two and a half years as a partnership director, which gave me extra alternatives to work together with overseas product groups. I observed that many overseas tasks, largely US- or Europe-based, had difficulties getting into the Asian market. That have impressed me to discovered Exilist, and right here I’m.
What impressed the founding of Exilist? What hole out there does it purpose to fill?
We began from a quite simple concept. The crypto market was rising so quick, however good data and long-term views have been lacking. Most advertising and marketing on the time was about short-term hype. Again in 2021–2022, many tasks have been experiencing 20x or 100x development, and everybody was caught up within the hype. Only a few individuals tried to know why sure tasks earned belief and maintained it.
We noticed a spot between knowledge and storytelling, between what buyers noticed and what the neighborhood felt. Exilist was constructed to attach these dots. We mix analysis, storytelling, and neighborhood advertising and marketing to assist international tasks enter the Korean market in a better, extra sustainable method. For us, crypto isn’t nearly worth or hypothesis; it’s about actual worth. We purpose to assist individuals perceive that clearly.
How does Exilist measure success in its advertising and marketing and funding initiatives?
We measure success in two dimensions: efficiency and notion. Efficiency contains tangible metrics like neighborhood development, engagement, search engine optimisation visibility, and media attain. However what really defines success for us is notion change, serving to tasks rebuild or strengthen belief within the Korean market.
For instance, we as soon as labored with a undertaking that confronted difficulties after its token launch. The worth dropped sharply, and neighborhood belief declined, though it wasn’t the staff’s fault. Our position was to speak transparently, spotlight the staff’s efforts and technical progress, and preserve constant engagement with customers.
After these actions, a neighborhood survey confirmed that the majority Korean customers believed the staff had dealt with the state of affairs responsibly and had regained credibility. That form of transformation is what we purpose for, not simply growing neighborhood dimension.
Do you see the Korean market total open to Web3?
Korea is a novel market. Individuals from outdoors would possibly see it as closed as a result of language obstacles and cultural or regulatory variations, however that’s not solely true. Even older Koreans, of their 40s and 50s, are very open to crypto funding. The buying and selling quantity they deal with is critical, and regardless of regulatory warnings or political discussions about taxes or bans, they actively commerce.
I wouldn’t say Koreans absolutely perceive Web3 but, however they’re open to applied sciences that may assist them adapt and probably earn returns. So the market is receptive, but it surely’s additionally cautious and considerate.
What initiatives does Exilist should construct or strengthen the native crypto and Web3 neighborhood?
We concentrate on constructing communities among the many Web3 viewers. In Korea, there are Web2 and Web3 audiences, and we primarily goal the Web3 phase by way of Telegram. We localize communication, handle each day engagement, and guarantee customers really feel the undertaking genuinely cares concerning the Korean market. We additionally companion with KOLs for AMAs, collaborations, and offline meetups.
Even in bear markets, we assist tasks preserve lively communities to protect belief and consistency. We’re now exploring methods to attach Web3 with Web2 audiences, together with older age teams, to increase additional.
Might you inform us extra concerning the occasions you arrange? What has been essentially the most profitable occasion?
We arrange occasions throughout KBW seasons and out of doors them as effectively. KBW seasons are an ideal alternative to boost consciousness. For instance, we collaborated with a top-tier undertaking throughout a KBW facet occasion. We managed every part from venue rental to ornament, model movies, and follow-up recaps. We additionally engaged KOLs to assist unfold consciousness. The occasion helped construct a robust model presence and preserve engagement even after the occasion ended.
How do you guarantee natural development to your purchasers within the Korean market?
The secret is to talk within the language of every neighborhood. Upbit, Korea’s main change, has over 12 million cumulative customers, reflecting a large demographic vary. This implies Korean buyers are lively throughout a broad spectrum of platforms and communities — not solely Telegram and Twitter, but additionally KakaoTalk open chats, Naver Cafe, DCInside, Blind, Instagram, and Threads.
Exilist localizes content material to suit every platform’s tradition, tone, and visible model. When customers really feel like ‘this isn’t an advert from a overseas undertaking, however our neighborhood’s personal story,’ that’s when belief is constructed — and that belief results in natural development.
How do you foresee the evolution of Korea’s crypto and Web3 markets over the subsequent 5 years?
I’ve been within the trade for over eight years, and whereas individuals usually say the market is maturing, I feel there’s nonetheless an extended solution to go. The excellent news is that extra professionals from finance and tech are becoming a member of Web3, which helps the ecosystem evolve.
Regulation in Korea remains to be growing, however consciousness is rising. The problem is transferring past short-term hypothesis towards long-term schooling and undertaking growth. Korean merchants are already world-class, and liquidity is robust, however on the undertaking degree, there’s nonetheless room for development. I hope to see a really international Web3 undertaking emerge from Korea within the subsequent 5 years. Coverage and regulation will probably develop into clearer, and as extra institutional gamers be part of, the market will develop into extra structured, accountable, and sustainable.
What rising applied sciences or developments is Exilist most enthusiastic about proper now?
We’re very enthusiastic about AI. We’re exploring how AI can improve effectivity and creativity for Web3 tasks in speaking with Korean customers. This contains proposal era, KOL matching, marketing campaign evaluation, and reporting.
We’re additionally impressed by Web2 industries like meals franchises and motels. By analyzing how they construct loyalty and model expertise, we adapt these methods to Web3 so overseas tasks can supply higher model experiences in Korea.
How does Exilist stability short-term advertising and marketing campaigns with long-term model constructing?
Exilist’s technique focuses on constructing long-term belief and narrative consistency whereas working short-term actions that ship measurable outcomes. The strategy varies relying on every undertaking’s stage and goal — whether or not it’s making ready for TGE, constructing product use instances, rising a neighborhood, or repositioning the model narrative.
In the end, sustainable success depends on steady communication, belief, and schooling throughout the neighborhood. Exilist delivers the undertaking’s imaginative and prescient clearly to customers whereas monitoring neighborhood suggestions and sentiment. By establishing a two-way communication loop, we obtain each short-term milestones and long-term model credibility. Quick-term campaigns function strategic instruments to seize consideration and engagement, whereas long-term branding weaves these instruments collectively into lasting belief.
What’s the corporate’s strategy to getting into new markets outdoors of Korea?
Native groups at all times perceive their markets finest, and that’s how we function in Korea. For different areas, we collaborate with sturdy native companions who’ve deep connections and credibility. As a substitute of working every part ourselves, we align our data-driven advertising and marketing framework with the native experience of companions.
As we increase, we plan to rent native expertise to be taught instantly from them and perceive every area’s viewers, communication model, and market habits. That’s our strategy to new markets.
Disclaimer
In step with the Belief Undertaking pointers, please observe that the knowledge supplied on this web page shouldn’t be meant to be and shouldn’t be interpreted as authorized, tax, funding, monetary, or another type of recommendation. It is very important solely make investments what you may afford to lose and to hunt unbiased monetary recommendation when you have any doubts. For additional data, we propose referring to the phrases and situations in addition to the assistance and assist pages supplied by the issuer or advertiser. MetaversePost is dedicated to correct, unbiased reporting, however market situations are topic to alter with out discover.
About The Creator
Victoria is a author on a wide range of expertise subjects together with Web3.0, AI and cryptocurrencies. Her in depth expertise permits her to write down insightful articles for the broader viewers.
Extra articles
Victoria d’Este
Victoria is a author on a wide range of expertise subjects together with Web3.0, AI and cryptocurrencies. Her in depth expertise permits her to write down insightful articles for the broader viewers.
