Executive Summary
Yala Protocol, a Bitcoin DeFi protocol with $211M TVL, successfully executed a targeted Korean market expansion campaign through a strategic AMA event on July 17, 2025. The campaign leveraged Korea's robust cryptocurrency market of 16+ million users to build community engagement and drive adoption ahead of their token generation event.
The initiative demonstrated exceptional success in positioning Yala as a leader in Bitcoin-native liquidity protocols while establishing a foundation for sustained growth in one of Asia's most sophisticated cryptocurrency markets.
Project Background
Yala operates as a Bitcoin-native liquidity protocol that enables users to unlock DeFi yields while maintaining Bitcoin exposure. By over-collateralizing BTC, users can mint $YU stablecoin to access cross-chain liquidity opportunities in DeFi protocols and real-world assets.
Bitcoin DeFi Innovation
Core Technology:
- • Bitcoin-native liquidity protocol
- • Over-collateralized BTC system
- • $YU stablecoin minting capability
- • Cross-chain DeFi integration
Market Position:
- • $211M Total Value Locked
- • Established Bitcoin DeFi leader
- • Real-world asset exposure
- • Multi-chain liquidity access
With a current TVL of $211M, Yala had already established itself as a significant player in the Bitcoin DeFi ecosystem before expanding into the Korean market. The protocol's unique approach to maintaining Bitcoin exposure while accessing DeFi yields positioned it well for Korean investors seeking innovative financial products.
Yala Protocol TVL Growth
Korean Market Opportunity
Market Size and Dynamics
South Korea represents one of the world's most dynamic cryptocurrency markets, presenting exceptional opportunities for DeFi protocols like Yala. The Korean crypto market has nearly doubled to $77.5 billion in the second half of 2024, with over 16 million South Koreans holding crypto exchange accounts, representing approximately 32% of the population.
Korean Cryptocurrency Market Growth
Market Characteristics
Market Fundamentals
- • $77.5 billion market size (2024)
- • 16+ million crypto account holders
- • 32% population penetration rate
- • Projected $635.4 million by 2030
User Engagement
- • High retail investor engagement
- • Strong appetite for innovation
- • Active community participation
- • Preference for structured rewards
"This market profile makes Korea an ideal target for Yala's Bitcoin DeFi solutions, particularly given the Korean market's appetite for innovative financial products and high-yield opportunities."
Campaign Strategy & Execution
Campaign Overview
The strategic Korean AMA campaign was executed on July 17, 2025, at 9:00 PM KST through Marine Twitter Spaces, hosted by Marine (Crypto1Marine) with 3K followers, featuring KT, Yala Co-founder as the guest speaker.
Twitter Spaces AMA Structure
Event Date
July 17, 2025, 9:00 PM KST
Host & Guest
Marine (3K KOL) & KT (Co-founder)
Platform
Marine Twitter Spaces
Incentive Structure
The campaign employed a multi-tier reward system designed to maximize participation and ensure meaningful engagement with Korean users through culturally relevant incentives.
Localized Reward System
Primary Rewards:
- • Pre-Event: 10,000 Ice Berries for participation
- • Premium Rewards: 100 Starbucks gift cards
- • Local Engagement: 20 Baemin delivery coupons
- • Pre-Questions: 1,000 Ice Berries each for 5 selected
Engagement Methods:
- • Google Forms pre-question submission
- • Twitter integration via quote tweets
- • Live Q&A during Twitter Spaces
- • Content sharing with Yala team
Campaign Engagement Flow
Campaign Results & Impact
Successful Campaign Completion
The campaign concluded successfully on July 17, 2025, with comprehensive results indicating strong community engagement. The AMA was successfully completed with a detailed recap published on July 24, 2025, demonstrating sustained community interest and content amplification.
Campaign Performance Metrics
Community Response Indicators
Engagement Quality
- • High Participation: Pre-question Google Form closed due to volume
- • Geographic Targeting: Successful localization through Baemin coupons
- • Content Creation: Post-event recap content generated
- • Sustained Interest: Community discussion continued post-event
Strategic Integration
- • Token Launch: Part of Season 1 airdrop campaign
- • Ice Berries Program: 618,180 $YALA allocated
- • Market Timing: Positioned ahead of TGE and listings
- • Cross-Platform: Multi-channel promotion achieved
"The campaign's success is evidenced by its completion within the planned timeframe, generation of post-event content, and integration into Yala's broader $34 million token distribution strategy."
Market Positioning Achievements
Strategic Foundation Building
The campaign successfully positioned Yala within Korea's competitive DeFi landscape through comprehensive education, localization, community building, and credibility establishment with Korean crypto KOL Marine.
Market Entry Achievements
Educational Impact:
- • Comprehensive Bitcoin DeFi concept explanation
- • Korean-language content localization
- • Community understanding enhancement
- • Thought leadership establishment
Community Foundation:
- • Core Korean community established
- • Cultural relevance demonstrated
- • Ongoing engagement foundation built
- • KOL partnership credibility gained
Market Positioning Impact
Strategic Outcomes
Critical Objectives Achievement
The Yala Korean AMA campaign achieved several critical strategic objectives that position the protocol for continued growth within Korea's dynamic cryptocurrency ecosystem.
Strategic Success Framework
Market Entry:
- • Successful introduction to 16+ million Korean users
- • Foundation for broader Asian expansion
- • Competitive advantage in Bitcoin DeFi space
- • Established market presence validation
Community & Integration:
- • Core Korean community established
- • Token economics integration via Ice Berries
- • Localized engagement preferences understood
- • Integrated marketing approach validated
The campaign's integration with Yala's broader token distribution strategy, including the allocation of 34,000,000 $YALA tokens for Season 1 airdrop and 618,180 $YALA specifically for Ice Berries earners, demonstrates the strategic alignment between community building and tokenomics.
"This positions Yala effectively for continued growth within Korea's dynamic cryptocurrency ecosystem, particularly as they approach their mainnet launch and begin converting community engagement into sustainable adoption."
Campaign Summary Card
Yala Protocol Korean AMA Campaign Overview
Project Details:
- • Project Type: Bitcoin DeFi
- • Category: Community Building
- • Project Name: Yala Protocol
- • TVL: $211M
Campaign Metrics:
- • Campaign Duration: 1 month
- • Reward Pool: 10,000 Ice Berries
- • Market Reach: 16M+ Korean users
- • Event Date: July 17, 2025
Campaign Description: Strategic Korean market expansion through Twitter Spaces AMA featuring co-founder KT, targeting 16+ million Korean crypto users with localized rewards including Starbucks cards and Baemin coupons to build community engagement and drive adoption ahead of token generation event.