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- KuCoin has appointed Sabina Liu as managing director of KuCoin EU.
- The exchange will run its MiCA expansion from Vienna under an Austrian license.
- KuCoin is repositioning as a regulated, compliance-first alternative in Europe.
KuCoin is accelerating its push into Europe’s regulated crypto market by appointing former London Stock Exchange Group (LSEG) executive Sabina Liu to lead its regional business, signaling a clear shift toward a compliance-first growth strategy under the EU’s Markets in Crypto-Assets Regulation (MiCA).
Liu will serve as managing director of KuCoin EU, overseeing operations from Vienna following the exchange’s successful acquisition of a crypto asset service provider license in Austria. The appointment places an experienced traditional finance executive at the center of KuCoin’s European expansion as the company adapts to a new regulatory era.
A Regulatory-Focused Leadership Choice
Liu previously led KuCoin’s institutional business and spent more than a decade at LSEG working with global investment banks and cross-border trading clients. Her background reflects KuCoin’s intention to align more closely with institutional-grade standards and regulatory expectations.
She described the MiCA license as a major step that gives KuCoin a unified framework to operate across a region with established financial infrastructure, growing crypto usage, and long-term adoption potential in areas such as stablecoins, payments, and wealth products.
Rather than viewing MiCA’s stricter capital, reporting, and governance requirements as constraints, Liu said the rules create structural “guardrails” that support sustainable growth. In her view, compliance is not a trade-off against profitability but the foundation for building durable businesses and protecting users.
Positioning as a Regulated Alternative
KuCoin EU aims to compete as a regulated option in a European market where several large exchanges already dominate trading volumes. Liu said the strategy centers on differentiated services paired with a transparent compliance-first approach.
The company believes this positioning can appeal to users who prioritize regulatory clarity while still seeking access to diverse crypto products.
Rethinking Listings and Product Strategy
MiCA is also driving changes to KuCoin’s asset listing model. The exchange has historically been known for offering a wide range of altcoins and early-stage tokens. Under the new framework, listings will rely more heavily on internal procedures and risk assessments designed to meet regulatory standards.
While KuCoin says it remains supportive of Web3 innovation, Liu emphasized that future listings must operate within the boundaries set by MiCA.
From Regulation to Real-World Use Cases
KuCoin is seeking to turn regulatory approval into practical applications. One example is its agreement to become the exclusive crypto exchange and payments partner for Tomorrowland Winter and Tomorrowland Belgium from 2026 to 2028.
Liu described the partnership as an opportunity to test compliant crypto payments in mainstream environments, with the broader goal of embedding regulated crypto rails into everyday experiences.
As MiCA reshapes Europe’s crypto landscape, KuCoin’s strategy is straightforward: establish trust through regulation, then build from there.
Disclaimer: The information in this article is for general purposes only and does not constitute financial advice. The author’s views are personal and may not reflect the views of Chain Affairs. Before making any investment decisions, you should always conduct your own research. Chain Affairs is not responsible for any financial losses.
