LBank is pivoting away from the industry's usual boom-and-bust growth playbook. Muha, the exchange's head of Social, Community, and Partnerships, argues that crypto growth has historically been 'pure luck' — riding market waves and user churn. Now, with over 20 million users and a decade in business, LBank is betting on culture and education instead.
Why 'pure luck' isn't working anymore
Muha has spent nearly five years building LBank's social presence. He's seen plenty of exchanges blow up during bull runs only to fade when the music stops. 'Pure luck,' he called the old model — not a sustainable growth strategy. So LBank shifted its focus. Instead of waiting for the next wave, it's trying to build something that lasts. Muha compared crypto platforms to consumer brands and sports teams: 'Culture gets you a person.' The idea is long-term attachment, not just a quick sign-up.
Punky: 10 million impressions from insiders
LBank's Punky campaign teamed up with a crypto-native IP. It was built for people already in the space. The result? Over 10 million impressions across social media. Muha said users arrived 'with context' — they knew the culture, they didn't need to be taught what a wallet is. That's the kind of organic engagement a billboard can't buy.
Nobody Sausage: 500,000 users and a 27% traffic spike
Then came the Nobody Sausage campaign — a broader play for the mainstream. It worked. On April 13, LBank saw a 27% traffic spike and 500,000 new registered users. But what impressed Muha more than the numbers was the conversation. People talked about the character, the meme, the vibe — not the prize pool. That's cultural engagement, not just a bribe to sign up.
LBank isn't stopping at campaigns. It's exploring product features like real-time scrolling comments on trading charts — a nod to younger users who expect interactivity. The exchange is doubling down on the idea that crypto brands need to feel like communities, not just trading terminals. Muha's bet: if you build culture, the users — and the volume — will follow. The next test is whether those 500,000 Nobody Sausage users stick around after the hype fades.
