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.png "From Korea to the Web3 Frontier: Interview with Jae H. Jeong, CMO of Atok Labs & DTE Ventures")
Short Bio
Jae H. Jeong is a seasoned Blockchain & Cryptocurrency Marketer, Advisor, and Accelerator. Currently serving as the Chief Marketing Officer at DTE Ventures and Atok Labs, Jae brings over a decade of experience in crypto mining, exchange operations, capital management, and full-stack marketing to some of the most forward-thinking blockchain projects in Asia and beyond. His approach combines technical understanding with brand storytelling and community-led growth—an essential trifecta in today’s Web3 landscape.
Interview
Q: Jae, you’ve had quite a journey—from operations to mining, capital, and now strategic marketing in Web3. Can you walk us through how this evolution happened and what connected each chapter?
[Jae H. Jeong]:
Absolutely—it’s been a dynamic ride. I started in operations between 2015 and 2017, which gave me a solid foundation in team coordination and project execution. But 2017 was a turning point. That’s when I dove headfirst into the world of cryptocurrency mining and exchanges. Korea was a hotspot at the time, and I saw early on how decentralization could redefine financial infrastructure. Later, I joined a capital firm focused on Ethereum’s proof-of-stake mechanisms. This experience helped me grasp tokenomics at a deep level.
By 2018, I realized the gap between amazing blockchain tech and poor go-to-market strategies. That’s when I moved into marketing full-time at The Wing Corp. Over four years, I helped more than 30 crypto and Web3 projects scale globally, including managing influencer campaigns, exchange listings, and GTM strategy. Now at DTE Ventures and Atok Labs, I’ve taken all that experience to design not just marketing strategies but growth systems for Web3 innovators.
Q: Your work at DTE Ventures and Atok Labs seems deeply intertwined with innovation. What do these organizations stand for, and how do they complement each other?
[Jae H. Jeong]:
That’s a great question. DTE Ventures is a next-generation venture studio focused on building and accelerating impactful Web3 startups. We act as both strategic investors and ecosystem builders. Our model goes beyond capital—we provide operational guidance, tokenomics design, branding, go-to-market planning, and investor relations.
Atok Labs, on the other hand, is our technology think tank and R&D powerhouse. It explores the intersection of AI and Web3, focusing on advanced solutions like ZK identity systems, modular infrastructures, and autonomous agents. While DTE Ventures nurtures and scales projects, Atok Labs supplies the deep-tech backbone that gives them a competitive edge. Together, we create a virtuous cycle of innovation and market traction.
Q: You attended CoinFest Asia 2024 and were invited to speak at the AI x Web3 green side event, can you share your panel discussion with other experts and the insights you gained that night and how it reflects the future of the industry?
[Jae H. Jeong]:
That night was more than just a networking event—it was a convergence of visionaries. We had builders, investors, and thought leaders from across Asia gather to discuss sustainability, scalability, and AI ethics in Web3.. One important takeaway was the question of how to ease Web2.0 users into Web3.0, and what legal regulations are needed for fast-moving cryptocurrency trends like AI agents and meme tokens.
At Atok, Web2.0 users initially enter to view ads and earn money, but they can more easily become Web3.0 users by withdrawing or converting to local currency, all of which Atok educates and supports.
In terms of legal regulations, countries are working on regulatory frameworks and some are already in place, although not as fast as in 2017. I think it's important that legal regulations don't become a barrier to the progress of the crypto industry or create too demanding legal standards, but rather allow different industries to develop and play within the right playing field (regulatory framework).
Looking forward, countries and projects at the intersection of AI, sustainability, scalability, and blockchain within the right regulatory framework will define the next cycle.
Q: As CMO, how do you approach brand strategy for cutting-edge Web3 companies that are still building their product-market fit?
[Jae H. Jeong]:
As a leading-edge Web3.0 company, Atok's brand strategy is centered around delivering user-centric value and building a win-win ecosystem with advertisers. To achieve product-market fit, the company adopts the following three core strategies
1. Brand positioning centered on user engagement and rewards:
With features such as “Watch-to-Earn”, the Atok app is designed to allow users to generate passive income through simple activities such as watching ads, tracking steps, and growing their avatars. This positions Atok as a lifestyle brand that adds fun and rewards to users' daily lives, rather than just an advertising platform. We emphasize a user-friendly interface and intuitive reward system to smooth the transition from Web2 to Web3, and our 1.2 million+ active users and 10,000+ new users per day growth rate is a testament to this.
2. Data-driven targeting and trust building for advertisers:
Atok combines AI, big data, and blockchain technology to provide advertisers with precise targeting and higher campaign performance at a lower cost than other ad platforms. Every day, Atok asks users three questions and receives answers. The information they provide about their age, gender, preferences, lifestyle, habits, and more allows advertisers to target their ads directly to their desired geographic area and desired audience. For example, a successful joint campaign with Bitget Wallet shows that ATOK's platform ensures high user engagement and ROI.
3. Sustainable Web3 ecosystem and community-driven branding:
ATOK is building a sustainable ecosystem that leverages the $ATOK token to integrate various functions such as ad creation, shopping malls, chat, games, delivery services, and more. Our brand strategy is to be constantly evolving. We keep the community informed about the company at least once a day. This way, users are seeing, working, and feeling how Atok is evolving. This community activity strengthens user loyalty. This makes it easier for Web2 users to transition to Web3, and in the long run, Atok hopes to be a game-changer in the mobile advertising market.
In conclusion, Atok's brand strategy focuses on delivering a differentiated experience by leveraging the innovations of Web3.0 while providing real value to both users and advertisers. This will enable Atok to move beyond product-market fit and secure a leading position in the global mobile advertising market.
Q: You’ve seen dozens of projects succeed—and many fail. What do you think separates the winners in today’s market?
[Jae H. Jeong]:
I believe that the key factors that make the difference between success and failure in today's Web3.0 marketplace are user-centered value delivery, alignment of technology and market, and building a sustainable ecosystem.
User-centered value delivery:
Successful projects provide value that users truly want. Atok is designed in such a way that every user's activity is rewarded. At Atok, we want to provide users with an intuitive and engaging experience that is both fun and rewarding. Projects that fail to engage users or fail to gain their trust seem to fail in the market.
Alignment of technology and market:
Web3.0 projects utilize cutting-edge technologies such as blockchain, AI, and big data, but the ability to connect them to the real needs of the market is more important than the technology itself. Atok offers cost-effective campaigns for advertisers and transparent rewards for users. For example, our successful joint campaign with Bitget Wallet is an example of effectively connecting technology and market demand. Projects that focus solely on technology often fail because they fail to address the real problem of “demand.
Build a sustainable ecosystem:
Long-term success comes from the sustainability of the token economy and community. Atok has a sustainable ecosystem that allows the company, users, and advertisers to grow, develop, and profit from each other. On the other hand, projects that focus only on short-term token appreciation or lack an ecosystem strategy are not sustainable.
In conclusion, we believe that the winners in the market are projects that add real value to users' daily lives, leverage technology to meet market demand, and build a sustainable ecosystem.
Q: In terms of trends, what are you keeping a close eye on going into late 2025 and beyond?
[Jae H. Jeong]:
In late 2025 and beyond, the trends I'm watching are the accelerating democratization of Web3.0, the sophistication of AI and personalized advertising, and the rise of a sustainable digital economy.
Web3.0 emphasizes decentralization and user sovereignty, and more and more Web2 users are transitioning to Web3.
More new companies will be born, and brands will start to establish themselves, and I think we're already at the point where we need to start thinking more about how to bridge the gap, break down barriers, and make it easier to scale and create demand.
AI and big data are taking personalization of advertising and user experience to the next level. By the end of 2025, technology will be more sophisticated to analyze consumer behavior in real time to deliver personalized content and ads. Successful companies will leverage AI to increase relevance to users and deliver targeting strategies that ensure high ROI for advertisers. This will be key to gaining a competitive advantage, especially in the mobile advertising market.
Sustainable ecosystems that provide fair value to both users and businesses are becoming increasingly important. Blockchain-based token economies drive user engagement based on transparency and trust, while campaigns that reflect environmental and social responsibility drive brand loyalty. Companies should focus on long-term community building and ecosystem expansion over short-term profits.
In conclusion, the winners in late 2025 will be the companies that democratize Web3.0, deliver personalized experiences with AI, and build a sustainable economy. Brands that strategically leverage these trends will gain a differentiated position in the marketplace, as they will be the ones to take advantage of them.
Q: How do you keep yourself grounded while leading fast-moving teams across multiple ventures?
[Jae H. Jeong]:
I’ve learned to balance speed with reflection. Each week, I block out time for deep thinking—not just tasks. I ask myself and my teams: Are we building what matters? Are we listening to users? Are we making decisions based on data, not just hype?
Also, I believe in adaptive leadership. I don’t micromanage. I empower. Every member of our team is encouraged to lead something—an initiative, a partnership, a campaign. That autonomy builds momentum and brings out insights I wouldn’t think of myself.
Q: Finally, where is your North Star in all of this? What drives you, especially after so many years in Web3?
[Jae H. Jeong]:
My North Star is meaningful innovation. I’ve seen cycles of hype come and go. But when a founder comes to us with a problem they truly want to solve—and the courage to solve it in an open, decentralized way—that energizes me.
I believe blockchain is still in its early innings. Its true impact will be felt when everyday people gain more sovereignty over their identity, data, and capital. That’s the world I want to help build. Through DTE Ventures and Atok Labs, I see us not just as marketers or technologists—but as architects of possibility.
Q: Jae, thank you for sharing such thoughtful insights. Your journey reflects a deep commitment to not just growing projects, but growing the industry.
[Jae H. Jeong]:
Thank you—it’s been a pleasure. I hope conversations like this help demystify what it means to build in Web3 and inspire others to approach it with both courage and humility. The future is decentralized, yes—but also deeply human. And that’s what excites me most.
Compiled by CMO Intern team
