From Protocol Technology to Financial Infrastructure, Expanding LayerZero’s Market Positioning

LayerZero

A global interoperability infrastructure company that connects blockchain networks to enable fast and seamless movement of assets across chains

LayerZero is a global interoperability infrastructure company that enables assets and data to move across different blockchain networks. As of 2025, LayerZero accounted for 88.2% of asset transfers and 89.8% of messaging across the global blockchain market, connecting more than 150 blockchains and approximately 630 applications. Through partnerships with leading global financial and digital asset companies, including PayPal, Ondo Finance, Franklin Templeton, and BitGo, LayerZero is expanding beyond blockchain connectivity into infrastructure needs of institutional financial markets.

01Challenge

While LayerZero had already established strong awareness and market share across the global blockchain industry, it was still largely perceived in Korea as a technical “bridge protocol” connecting different chains. As the company accelerated its entry into the Korean market, the key challenge was to broaden this perception beyond digital asset transfers and position LayerZero as global financial infrastructure supporting emerging markets such as stablecoins and tokenized assets. Building relationships with key stakeholders across Korea’s financial and broader business sectors was another important priority.

02Approach

Meet The Sun leveraged LayerZero’s global market share and partnerships with financial institutions to engage leading business, technology, and blockchain media in Korea, and deepen their understanding of the company and its technology. In particular, we repositioned LayerZero beyond its legacy perception as a “bridge protocol,” establishing a narrative around institutional-grade blockchain financial infrastructure supporting stablecoins and tokenized assets. We organized a press roundtable to give Korean journalists direct insight to the company’s technology and business strategy, while also hosting B2B roundtables with stakeholders across finance, blockchain, and other industries to expand engagement with potential partners and key decision-makers. In addition, we secured a speaking opportunity at the World Crypto Forum to showcase LayerZero’s vision and technological leadership.

03Outcome

During its partnership with Meet The Sun, LayerZero secured more than 90 pieces of media coverage in Korea. Major business announcements, executive interviews, and contributed articles generated sustained visibility across leading outlets, including Maeil Business Newspaper, The Korea Economic Daily, JoongAng Ilbo, Edaily, Electronic Times, and News1. Through these efforts, LayerZero broadened its positioning from a “cross-chain protocol” to a global blockchain infrastructure company connecting stablecoins, RWAs, and institutional financial markets. The company also strengthened its engagement with key Korean stakeholders through the World Crypto Forum, attended by approximately 500 financial and industry leaders, as well as press and B2B roundtables.