2025 KuCoin CEO Letter: A Renewed Brand For A Renewed Year, the Importance of Real Trust in the Crypto Industry
Dear KuCoin Users,
Happy New Year. This is the first time I am writing to you with the responsibility of CEO.
For me personally, the past year has seen a transition in both role and company direction—from Chief Legal Officer (CLO) to CEO, and the pivots required in taking KuCoin's vision to the next level. As a company, 2025 has been pivotal: A year in which we reflected deeply on what kind of crypto platform we want to become, what values we not only want to hold, but stand up for, and what role we want to play in an industry that continues to be reshaped.
If I were to summarize the past year in one sentence, it would be this: We chose a path that is not easy, but one that is meant to last.
Looking Back: From “The People’s Exchange” to a Trusted Platform
KuCoin has often been referred to by users as “the people’s exchange”—a description that carries warmth and meaning, reflecting inclusiveness, accessibility, and a strong sense of community.
As the industry enters a new phase, however, we must also ask ourselves a more pertinent question: beyond the original idea of being “user-first,” what truly enables a platform to go further and endure over time?
The year 2025 marked a pivotal moment in KuCoin’s evolution into a trusted platform. We launched a USD $2 billion Trust Project, completed four internationally recognized security certifications, and obtained two highly credible core regulatory licenses and registrations, including those in Australia and under the MiCAR framework. These milestones were not achieved to respond to short-term cycles or to generate publicity, but as part of the foundational work required to safeguard user assets and ensure the platform’s long-term sustainability.
In my view, compliance and security have never been optional add-ons for the company. They are fundamental to how we take responsibility for our users, for the industry, and for the future. Anything that is built to last must first be done so on solid, sound foundations, and that is precisely what we are doing here at KuCoin.
The Present: Brand Partnerships as Long-Term Value Alignment
Looking back on the past year, the outside world may have noticed a series of brand partnership initiatives, the kind of collaborations that merged distinct audiences to deliver unique moments. Internally, however, these were never treated as isolated marketing activities: there is an intentional rhythm behind everything we do.
Every partnership and every decision was guided by a single question: does this align with the long-term values KuCoin chooses to stand by?
This is why we chose to partner with Adam Scott, and why we also entered into a long-term collaboration with Tomorrowland, one of the world’s most influential and beloved music festivals. We are not seeking momentary attention. Instead, we aspire to be a long-term participant in this industry—steady in execution, patient in rhythm, and capable of walking the full journey alongside our users.
In an environment defined by volatility and constant temptation, discipline, consistency, and sustained commitment have become some of the rarest qualities.
Technological Innovation: Trust in Technology Is Trust in the Future
From the very beginning, KuCoin has believed that technology has the power to reshape the future of finance. Today, what we are building goes far beyond a trading platform, and is instead becoming a powerful Web3 infrastructure.
More than 80% of our workforce is dedicated to engineering and tech professionals, and our crypto-native AI product, KIA, an industry first of its kind, has been progressively rolled-out to enhance core user experiences. Trust in KuCoin is also trust in cryptography, engineering excellence, and the long-term potential of frontier technologies. Our goal is to ensure that trust does not remain a promise, but becomes something supported by technology, validated by systems, and proven over time.
For a more comprehensive review of KuCoin’s progress and developments in 2025, we invite you to read our annual report.
Looking Ahead: Moving Forward with Stability, and Building for the Long-Term
As the new year begins, the crypto industry continues to face change, debate, and uncertainty.
For KuCoin, however, our direction is clear. We focus on disciplined, long-term execution rather than following market hype or short-lived momentum. What truly matters is not how fast we move, but whether we are moving in the right direction.
Looking ahead, we will continue to build on a foundation of compliance and security, working with sincerity and diligence to create a platform worthy of long-term trust—one that places confidence in technological progress, in humanity’s future, and in KuCoin’s enduring commitment.
Thank you to everyone who has walked this journey with us. Wishing you a peaceful, grounded, and steady year ahead.
BC Wong
CEO, KuCoin