Most "global" Web3 strategies aren't global at all. They're Western strategies with a few translations tacked on. And it's costing projects millions in missed opportunities.

In this article, we'll show you what's actually happening in the markets driving crypto adoption.

Based on our work helping protocols expand across Seoul, Buenos Aires, and beyond, we'll break down the practical steps to stop thinking Western-first and start building for actual global adoption.

That Awkward Moment When You Realize You're Being Western-Centric

Our industry has a pretty serious Western bias. We default to English everything, assume Discord is universal, and think what works in San Francisco will definitely work in Seoul.

Meanwhile, most of the money and activity in crypto comes from Asia. This shows up in some pretty obvious ways:

1. Communication channels: Projects default to Twitter and Discord, while many major markets prefer platforms like Telegram, KakaoTalk, or WeChat

2. Community building: Western-style DAOs and governance models often clash with Eastern preferences for strong leadership and group consensus

3. Marketing messages: Decentralization narratives that resonate in the West often fall flat in markets with different cultural contexts

The Eastern Reality Check

Eastern markets have a unique way of operating that sets them apart from Western ones, offering intriguing insights for us all. Take Korea, for instance; it’s fascinating how the cryptocurrency market there showcases distinctive traits that can surprise those used to Western norms.

• Did you know that 90% of global Stacks (STX) trading volume happened on Korean exchanges?

• On top of that, 60% of the global Blur (BLUR) trading volume in Q1 2024 came from these exchanges, showcasing a remarkable shift.

• Even more remarkable is that in Q1 2024, the Korean Won outpaced the US Dollar in crypto trading volume.

Source: Myosin Korea Report

But there’s so much more to the story than just these numbers. Eastern buyers have a unique approach to crypto investing:

• They often make decisions based on trusted recommendations and the networks of relationships they have.

• Group thinking and collective validation take center stage, reflecting a preference for consensus over individual research.

• Pricing and practical utility are prioritized over mere technological innovation.

• And importantly, buying cycles tend to be longer as building relationships plays a crucial role in their investing journey.

The Argentina Awakening

While the industry tends to focus on traditional crypto hubs, emerging markets are gently stepping into the spotlight as the exciting new frontier for Web3 adoption.

Argentina, in particular, is a fascinating example:

• Argentina receives $91B in crypto inflows despite having just 46.8M population (compared to Brazil's 216.6M)

• Protocol Labs is making significant infrastructure investments in the country

• Local accelerators are relocating to Buenos Aires to tap into the growing ecosystem

What's their secret sauce?

• They're creating content in Spanish from the ground up

• People are using crypto because they need it, not just because it's cool

• Success looks different here than in Silicon Valley (and that's exactly the point)

How to Actually Go Global

Successfully expanding globally requires more than translating your docs and hiring a local community manager. Based on our experience working with major protocols across multiple regions, here's what actually works:

1. Know your audience

• Dig into how locals actually use crypto

• Figure out what problems they're trying to solve

• Map out who's already serving them (and how)

2. Put your money where your market is

• Build local teams before you blast marketing campaigns

• Budget for creating content that resonates locally

• Be patient—relationships take time

3. Measure what matters

• Define success differently for each market

• Track engagement where your users actually hang out

• Focus on relationship quality, not just quantity

The Cost of Waiting Just Went Up

Web3 is shifting faster than most realize. While Western projects debate governance models, Seoul is moving more crypto volume than the entire United States, and Argentina's $91B inflows are just the beginning.

Every day you wait to build a truly global strategy is a day your competitors are building relationships in these markets.

Want to get serious about your global strategy? Start with understanding one of crypto's most influential markets. Grab our Korea Market Report, packed with insights you won't find anywhere else.

At Myosin, We've helped dozens of protocols navigate global markets correctly, from Asia and LATAM to emerging markets. This article comes from our experience working with protocols across different markets and constantly researching what works where. Book a call with our team if you want more insights into specific markets or to discuss your global expansion strategy. We'd love to help!