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Lillius and Crypto.com Team Up for NFT Collaboration and Global Marketing

Web3 & Enterprise·September 11, 2023, 9:46 AM

Lillius, a Korean artificial intelligence (AI) sports challenge app, has signed a business deal with global crypto trading platform Crypto.com to collaborate on a non-fungible token (NFT) project and global marketing strategies. The two companies will work together to promote Lillius’ platform mainly by issuing and distributing NFT rewards within the app.

 

Elevating fitness with AI

Lillius, set to launch its open beta service this month, is a mobile app where users can participate in exercise challenges that use AI motion detection technology to analyze their form while doing the movements. After they complete a given challenge, they can receive rewards based on the score they earn. Some of these challenges feature lessons from Korean Olympic medalists like taekwondo athlete Lee Dae-hoon, fencer Nam Hyun-hee, and wrestler Jung Ji-hyun.

Photo by Huckster on Unsplash

To grow its platform, Lillius has also minted NFT figurines for iconic athletes such as table tennis player Ryu Seung-min, swimmer Park Tae-hwan, and archer Joo Hyun-jung, among others.

 

Unlocking global Web3 sports experiences

Under the new partnership, Crypto.com will be responsible for leveraging its global infrastructure to support Lillius’ broader global expansion and various marketing endeavors.

“Our partnership with Crypto.com will expand access to Web3-based sports experiences for users around the world and serve as an important milestone in advancing our Web3 sports ecosystem,” said Julia Kim, CEO of Lillius. “We plan to enhance Lillius’ global competitiveness and lead the Web3 sports industry.”

Crypto.com has consistently been participating in sports-related marketing projects and investing in such businesses as well. In 2021, it signed a naming rights agreement to change the name of the world-renowned sports and entertainment arena, the Staples Center, to Crypto.com Arena. It also became the first virtual asset platform to sponsor the 2022 FIFA Qatar World Cup. Furthermore, the platform has worked with some of the world’s biggest sports associations such as the UFC and Paris Saint-Germain F.C., playing a key role in bridging the gap between blockchain and sports. Its latest business agreement with Lillius comes as part of more concentrated efforts to enter the Korean market.

“Through this partnership, we will cultivate the merging of sports and blockchain technology by providing Crypto.com’s 80 million users with a unique sports-related consumer experience,” said Patrick Yoon, CEO of Crypto.com Korea.

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Web3 & Enterprise·

May 09, 2023

Aave v3 Launches on Metis Scaling Network

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Policy & Regulation·

Sep 18, 2023

Korbit Report: SEC Commissioner Shares Insights on Crypto Regulation

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Through this opportunity, Korbit intends to release a series of reports that will encapsulate the valuable insights garnered during these interactions in the US.His first interviewee of the series was Commissioner Peirce, who serves as one of the five commissioners at the SEC. These commissioners are appointed by the President of the United States with the confirmation of the US Senate. To maintain political balance and impartiality, it is mandated that no more than three commissioners belong to the same political party.Peirce assumed her role as a Commissioner at the US Securities and Exchange Commission (SEC) in January 2018, following her appointment by President Trump. Before her tenure at the SEC, she held the position of Senior Counsel on the United States Senate Committee on Banking, Housing, and Urban Affairs. She is known as an advocate for technological innovation.Token safe harbor proposalPeirce earned the nickname “Crypto Mom” due to her advocacy for encouraging innovation within the cryptocurrency industry through the implementation of reasonable regulations. One notable initiative that exemplifies her perspective is the token safe harbor proposal. This proposal suggests giving blockchain network developers a three-year grace period during which they can work on building a decentralized network while being exempted from complying with the registration rules of federal securities laws, as long as certain conditions are met.During the interview, Peirce expressed concerns about recent actions taken by the SEC, which have added to the uncertainty surrounding cryptocurrency regulations. She also emphasized the need for swift legislative action to establish a framework for cryptocurrency regulation. Peirce noted that there appears to be a tendency to prioritize the classification of virtual assets over investor protection.Suggestions for KoreaAlthough Peirce hasn’t engaged in any direct interactions with Korean regulators, she suggested the Korean government optimize regulations for its own cryptocurrency industry. Her suggestion was to minimize unnecessary intervention and instead foster an environment where the sector can naturally evolve in accordance with the principles of a free-market economy.Furthermore, Peirce delved into detailed discussions on three pivotal topics: the classification of virtual assets as securities, the need for disclosure requirements, and the significance of assessing the extent of decentralization within a network.Classification of cryptocurrenciesThe Commissioner said that it is inappropriate for the SEC to contend that most cryptocurrency projects should fall under its regulatory purview. The SEC’s argument is based on the assertion that cryptocurrencies may constitute securities because they function as a medium of value exchange in fundraising activities, much like investment contracts in traditional financial markets. Despite this, she expressed optimism regarding the recent US court’s ruling on the Ripple vs. SEC case, which she believes may help rectify misconceptions surrounding the classification of investment contracts.Balancing investor protection and investor choiceMeanwhile, she expressed her viewpoint that regulations aimed at protecting investors should stay true to the disclosure principles introduced back in 1934 when the SEC was first established. However, she also argued that the SEC should avoid imposing arbitrary restrictions on investors’ choices. During the initial phases of a cryptocurrency project, there tends to be an inherent information asymmetry between crypto project leaders and individual investors. To ensure a fair investment environment, she advocated for legal mandates for disclosure. Notably, both her token safe harbor proposal and the Responsible Financial Innovation Act proposed by US Senators Kirsten Gillibrand and Cynthia Lummis incorporate such disclosure requirements.Decentralization assessmentCommissioner Peirce also approached the assessment of decentralization with a thoughtful perspective. Her Token Safe Harbor Proposal 2.0 states that after the three-year grace period, “token transactions may not constitute securities transactions if the network has matured to a functioning or decentralized network.” However, she admitted to grappling with the challenge of precisely defining what constitutes sufficient decentralization. During the conversation, she sought Mr. Chung’s perspective on this matter. In response, Mr. Chung shared that the Korbit Research Center regularly conducts measurements and assessments of the degree of decentralization for major blockchain networks every six months.Regarding the interview, Peter Chung expressed his admiration for the high-ranking official’s openness to innovation and strong communication skills. He also voiced his hope for more open discussions in Korea that could promote sustainable growth of the country’s crypto industry.

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Web3 & Enterprise·

Nov 03, 2025

Kyobo Life Insurance joins Circle’s Arc testnet amid growing crypto interest in Korea

Kyobo Life Insurance, one of South Korea’s largest life insurers, has become a participant in the recently launched public testnet for Circle Internet Group’s Arc. This new open layer-1 blockchain network aims to serve a broad range of use cases, including lending, capital markets, foreign exchange (FX), and global payments.Photo by Kindel Media on PexelsNotable global participants in the Arc networkAccording to a press release from Circle, published on Oct. 28, multiple prominent banks and asset managers are also engaging with the Arc network. Kyobo Life stands as the only South Korean entity involved in the initiative. Other notable global participants include BlackRock, Deutsche Bank, Goldman Sachs, SBI Holdings, and Standard Chartered. This move comes on the heels of Kyobo Life’s earlier participation in a stablecoin project spearheaded by the Seoul-based Open Blockchain & Decentralized Identifier (DID) Association. This highlights the insurer’s growing interest in exploring business opportunities within the digital assets space. Korean crypto exchanges step up oversightAs cryptocurrencies gain increasing recognition as a new asset class, South Korean exchanges have become more vigilant in monitoring user activities, partly to curb potential criminal behavior. A report by Money Today revealed that over the past six years, local trading platforms have halted a total of 82.9 billion won ($58.1 billion) in crypto withdrawals. Among these, Bithumb accounted for the largest share, suspending withdrawals totaling 50.5 billion won ($35.4 million) from 2020 to September 2025. Upbit suspended 25.6 billion won ($18 billion) in the same period, while other exchanges like Coinone, Korbit, and Gopax reported more modest suspensions. These actions are largely in response to the Virtual Asset User Protection Act, which came into effect in July 2024. The Act aims to enhance oversight and safeguard consumers, reflecting the government’s intent to regulate the sector more tightly. Surge in Korea-Cambodia stablecoin tradingParallel to these regulatory developments, a dramatic surge in stablecoin trading volume has been observed between South Korea and Cambodia. According to data from the Financial Supervisory Service (FSS) reported by the Seoul Shinmun, transactions between five major South Korean exchanges and Cambodia’s Huione Guarantee skyrocketed to 12.8 billion won ($8.98 million) in 2024, marking a staggering 1,400-fold increase compared to just 9.22 million won ($6,500) in 2023. This rise in activity coincides with recently uncovered criminal cases originating from Cambodia and has raised concerns about illicit practices within the crypto market. In response to these concerns, crypto exchanges are bolstering their efforts to cooperate with law enforcement. Binance, the world’s largest crypto exchange by trading volume, was recently honored with a commendation by the South Korean Minister of the Interior and Safety for its contributions to enhancing cybercrime investigations and administrative capabilities. This accolade comes amid Binance’s increasing presence in South Korea. Binance, which had acquired Gopax ahead of regulatory approval, has now received clearance from local financial authorities to become the Korean trading platform’s largest shareholder. Public sentiment on Binance’s acquisition of GopaxA recent survey conducted by CoinNess and the community-voting app Cratos, which polled 2,000 South Koreans, provided insights into the public’s perception of Binance’s acquisition of Gopax. Among respondents, 38.8% indicated that their decision to use the rebranded platform would depend on the benefits it offered compared to other exchanges, while 23.6% said they were already planning to use it. Together, these figures suggest that 62.4% of participants are open to the platform, although some are conditioned on its advantages. However, 27.5% rejected the platform entirely, and 10.2% stated they do not use local exchanges at all. As South Korea deepens its role in the global digital asset ecosystem, its growing participation in initiatives like Circle’s Arc network reflects an ambition to align with international finance trends. At the same time, stricter oversight and cross-border monitoring signal a firm commitment to transparency. The balance it strikes between innovation and regulation will define its path in the global crypto arena. 

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