Serotonin expands into HK to bolster APAC operations

Global Web3 agency Serotonin has expanded into APAC with the launch of its Hong Kong-based marketing practice, its first dedicated services operation in Asia.

Over the last year, Serotonin has invested in scaling its APAC operations, growing its team of go-to-market experts to build an APAC practice that represents 20% of Serotonin’s marketing business, according to the release. 

Hong Kong's strategic positioning as a financial powerhouse and its role as a gateway to China make it an ideal hub for the growth of Web3 technologies, said a spokesperson from Serotonin when MARKETING-INTERACTIVE reached out.

"The region boasts one of the most advanced and open regulatory landscapes in the Asia-Pacific (APAC) for virtual assets. This, combined with robust access to capital and a well-established financial infrastructure, creates a supportive environment that attracts both local and international blockchain and digital asset projects. We view this expansion into Hong Kong as the first step in our broader plans, as many projects seek gateways and footholds in the APAC region."

In bringing its practice to Asia, Serotonin strives to offer comprehensive go-to-market services across all major marketing channels, including public relations, growth marketing, onchain analytics, content, research, social, and design.   

Currently, Serotonin operates in a unique space as one of the few established and reputable Web3-native go-to-market companies, positioning itself in what can be described as a "blue ocean" offering.

Led by CEO Amanda Cassatt (pictured), who served as CMO at ConsenSys and brought Ethereum to market from 2016 to 2019, Serotonin’s founding team has been instrumental in shaping the narrative around Ethereum and blockchain technology, playing pivotal roles in launching renowned projects such as MetaMask, Infura, and Gitcoin, said the spokesperson.

"This rich background equips us with exceptional skills that we are excited to bring to projects in the APAC region, setting us apart from traditional competitors and allowing us to drive innovation in the Web3 space," the spokesperson added.

“We see significant growth opportunities as projects and teams in our space become increasingly interconnected with users and developers worldwide,” said Cassatt. “Once we develop a thesis—such as our positive outlook on the APAC region—we act swiftly, transforming our insights into creative and powerful ways to support our partners.” 

The agency is also strategically focusing on expanding into Korea, Japan, and Southeast Asia, with specific interest in markets such as Singapore, Vietnam, and Thailand, added the spokesperson. "While Web3 is inherently a borderless industry, we recognise the vital role of building strong local communities and networks to foster growth and collaboration."

As part of the expansion into Hong Kong, Serotonin has also tapped Caroline York as its newest APAC marketing director. With over a decade of experience in brand strategy and marketing communications, York has held leadership roles at Asia’s fintech and brand technology firms, including Gusto Collective and AQUMON.  

In her role at Serotonin, York will utilise her deep expertise in fintech and marketing to support the firm’s APAC expansion, acting as a strategic partner for clients navigating the Web3 landscape.    

“The APAC region is capturing global attention for its growth in web3 activity and ambitious stated goals,” said Caroline York, APAC marketing director at Serotonin.  

“With its diverse, young, tech-savvy populations and proactive regulatory frameworks, Asia is set to lead in the web3 landscape. Serotonin's expansion here is a strong industry signal of the tremendous opportunities ahead. I'm excited to bring our global best practices here, unlocking unprecedented value for projects ready to drive the next wave of Web3 acceleration,” she added. 

Serotonin is a services firm for transformative technologies, offering marketing, strategy, recruiting and legal as its core services. Serotonin has a global workforce of 90 team members in 15 countries.  

Since launching in 2020, Serotonin has worked with 300 clients across consumer tech, web3 infrastructure, digital assets, venture capital, and AI, and recently supported APAC-based projects such as Memeland, Galxe, and Mawari.

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