Azuki taps into China’s leading video streaming site Bilibili for expeditions into Web3

Azuki, an anime-inspired community-driven NFT (Non-Fungible Token) brand, has partnered up with the international arm of China’s leading video-sharing platform Bilibili and the Web3 content platform CryptoNatty with the goal of discovering Web3 innovations in media content with a focus on animation in particular.

NFT holders of digital collectibles created by Azuki, BEANZ (a secondary NFT collection by Azuki), and Cheers Up (an NFT collection launched by CryptoNatty) will receive “Blibili Cheers” badges issued by these collaborative partners. The badge can be found on Azuki collectors’ account profiles, according to the project page.

Image: Azuki, Bilibili, and CryptoNatty joint project website

It is also understood that a unique certified diamond label will be added to the profiles of Azuki’s community participants, which will allow users to verify their NFT profile pictures on Bilibili International. In addition, Cheers Up and BEANZ have also joined forces to bring out a holder-only emoji sticker pack, which can be used on Discord and the Bilibili app. This shows the intention of associating NFTs with more actual rights that users can apply in a broader scenario, incentivising the adoption of NFT-powered works.

The collaboration is the first joint project Azuki – dubbed “world’s best-selling NFT collection” – has ever had with such a sizable Chinese platform. Also known as B-site, Bilibili saw more than 300 million monthly active users (MAU) as of Q3 2022.

The YouTube-like video streaming platform houses the largest Gen Z anime, comics and games (ACG) community in China as well as in the wider Southeast Asia region. Over 86% of its MAUs are under 35 years old. Such a user persona highly overlaps with the one cultivated in Azuki’s ecosystem, while Bilibili’s doubled-down efforts in gaming content bears further potential for the building of Web3.

Image: CryptoNatty Website

As a result, Azuki can expect a smooth penetration by leveraging the compatible environment owned by Bilibili, raising its brand awareness amongst the shrewd generations who are also the backbone of ACG content consumption. While it also creates opportunities for Bilibili to develop its Web3 provisions to engage more tech-savvy young demographics in the target region.


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