He Yi, co-founder and former Chief Marketing Officer (CMO) of Binance, is widely regarded as one of the most influential women in the cryptocurrency industry. From her early days as a television host on China Central Television (CCTV) to becoming a pivotal force behind Binance’s global rise, He Yi’s journey reflects resilience, strategic vision, and an uncanny ability to navigate both media and crypto landscapes.
Born into a modest rural family with no elite connections, He Yi carved her own path through academic excellence and bold career decisions. Her story isn’t just about personal success—it's a blueprint for how communication, branding, and ecosystem development can shape the future of blockchain innovation.
From Media Spotlight to Crypto Pioneer
Early Life and Career Transformation
He Yi’s background might not scream "crypto revolutionary," but her skills were tailor-made for it. After excelling academically, she earned a degree in communications from a top Chinese university and quickly rose to prominence as a CCTV anchor. In the world of traditional media, she mastered public relations, brand storytelling, and audience engagement—skills that would later become foundational to Binance’s explosive growth.
But instead of settling into a predictable media career, she made a daring pivot. In the early 2010s, as Bitcoin began gaining traction, He Yi saw the potential of decentralized finance and joined OKCoin as its marketing director—her first step into the crypto space.
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The Birth of Binance: A Defining Moment in Crypto History
In 2017, amid internal disagreements at OKCoin, He Yi teamed up with Changpeng Zhao (CZ) to launch Binance. This partnership marked a turning point not just for them, but for the entire cryptocurrency exchange landscape.
While CZ focused on technology and operations, He Yi took charge of marketing, community building, and global outreach. Her media expertise allowed Binance to stand out in a crowded market. She launched aggressive yet intelligent campaigns—highlighting Binance’s zero-fee trading promotions, leveraging key opinion leaders (KOLs), and building vibrant communities across WeChat, Telegram, and Twitter.
Within months, Binance became the fastest-growing exchange in history.
How He Yi Built Binance’s Global Brand
Marketing Genius Behind the Scenes
He Yi didn’t just promote Binance—she redefined what crypto marketing could be. At a time when most exchanges operated quietly, she brought visibility, credibility, and excitement to the brand.
Key Contributions to Binance’s Growth:
- Brand Positioning: Turned Binance from a startup into the go-to platform for traders worldwide.
- BNB Token Ecosystem: Played a central role in promoting Binance Coin (BNB), now consistently ranked among the top three cryptocurrencies by market cap.
- Community Engagement: Used social platforms to foster trust, transparency, and real-time interaction with users.
- Crisis Communication: Stepped up during regulatory scrutiny, helping maintain investor confidence when global agencies began investigating Binance.
Her leadership helped Binance process over $70 billion in daily trading volume at its peak and expand into more than 180 countries.
Navigating Regulatory Storms: The PR Powerhouse
Between 2021 and 2023, Binance faced intense regulatory pressure from agencies like the U.S. SEC, CFTC, and European regulators. During this turbulent period, He Yi emerged as a critical voice for the company.
She didn’t shy away from public discourse. Through carefully crafted statements and direct engagement on social media, she addressed concerns, clarified policies, and advocated for clearer crypto regulations.
Moreover, she played a behind-the-scenes role in advancing Binance’s compliance efforts in regions like Dubai and France, where the exchange secured licenses to operate legally. Her diplomatic approach helped transform Binance from a "wild west" platform into a more regulated, trustworthy entity—without losing its innovative edge.
Expanding the Blockchain Ecosystem: YZi Labs and Strategic Investments
From Binance Labs to YZi Labs: A Vision Beyond Exchanges
One of He Yi’s most lasting legacies is her leadership in venture building through Binance Labs, which was rebranded in March 2024 as YZi Labs to reflect greater independence and broader investment horizons.
YZi Labs focuses on early-stage projects in:
- Web3 infrastructure
- Artificial Intelligence (AI)
- Blockchain security
- Biotechnology (Biotech)
Under her guidance, YZi Labs has backed some of the most successful names in the industry:
- Polygon (MATIC) – A leading Ethereum scaling solution
- Dune Analytics – Revolutionizing on-chain data analysis
- CertiK – A top blockchain security auditor
- Axie Infinity – A pioneer in the GameFi movement
These investments didn’t just generate returns—they expanded Binance’s ecosystem, increased utility for BNB holders, and strengthened the overall Web3 landscape.
👉 Explore how venture labs are shaping the next generation of blockchain innovation.
Why He Yi Matters: The Ripple Effect on Crypto Culture
He Yi’s influence extends far beyond corporate titles. She has become a symbol of empowerment in an industry historically dominated by men.
By excelling in marketing—a field often undervalued in tech circles—she proved that storytelling, user trust, and strategic communication are just as vital as coding or finance in building scalable blockchain businesses.
She also inspired countless women to enter crypto entrepreneurship, development, and investment. Today, many female founders cite He Yi as a role model who combined grace with grit, vision with execution.
Core Impacts of He Yi’s Leadership:
- Accelerated Binance’s rise to become the world’s largest crypto exchange
- Elevated BNB to elite cryptocurrency status
- Expanded the Web3 ecosystem through high-impact investments
- Strengthened crisis management and regulatory dialogue in crypto
- Pioneered inclusive leadership in a male-dominated industry
Frequently Asked Questions (FAQ)
Q: Is He Yi still working at Binance?
A: While He Yi stepped down from her official role as CMO in recent years, she remains involved with YZi Labs and continues to influence Binance’s strategic direction behind the scenes.
Q: What is YZi Labs?
A: Formerly known as Binance Labs, YZi Labs is an independent venture fund launched in 2024 that invests in early-stage blockchain, AI, and biotech projects. He Yi plays a key role in guiding its investment strategy.
Q: How did He Yi contribute to BNB’s success?
A: She led global marketing campaigns that highlighted BNB’s utility—from fee discounts to staking rewards—helping drive adoption and increase demand across trading pairs.
Q: Why is He Yi called the "Queen of Crypto"?
A: Due to her pivotal role in scaling Binance, shaping crypto narratives, and breaking barriers for women in blockchain, many in the community refer to her as the “Queen of Crypto” or “Crypto’s Most Influential Woman.”
Q: Did He Yi have a technical background before joining crypto?
A: No formal tech background—but her expertise in communications and brand strategy gave her a unique advantage in making complex blockchain concepts accessible to mainstream audiences.
Q: What’s next for He Yi?
A: With YZi Labs expanding into AI and biotech, she is likely to continue shaping innovation at the intersection of technology, finance, and society.
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Final Thoughts: A Legacy That Transcends Exchanges
He Yi's journey—from rural China to the heart of global crypto—is more than inspirational; it's transformative. She demonstrated that influence in the digital asset space isn’t limited to developers or financiers. Marketers, communicators, and visionaries play equally crucial roles.
As Binance evolves and new players emerge, He Yi’s legacy will endure—not only through BNB or YZi Labs—but through every woman who dares to lead in blockchain innovation.
For anyone looking to understand how brands win in Web3, studying He Yi’s playbook is essential reading.
Keywords: He Yi, Binance, YZi Labs, cryptocurrency marketing, BNB coin, women in crypto, blockchain ecosystem, crypto regulation