Elroy Cheo's Vision: Why Asia's Web3 Communities Are Built Differently

Elroy Cheo has carved an unusual path in the Web3 space. Unlike many founders who arrived in crypto chasing quick gains, Cheo brought with him a wealth of experience from seemingly unrelated fields—experience that has fundamentally shaped his approach to community building in the digital age. Today, as co-founder of ARC, an influential Web3 collective, he’s pioneering a new model for how Asian communities organize, collaborate, and create value in the decentralized internet. His mission is clear: redefine what digital communities can become when designed with intention, cultural awareness, and long-term vision.

From City Builder to Crypto Architect: Elroy Cheo’s Unconventional Journey

The roots of Elroy Cheo’s philosophy run deep—not in blockchain technology, but in tangible, physical infrastructure. Before entering crypto, he spent years in commodities and property development, overseeing massive infrastructure projects. His most significant project involved developing a sprawling mega-city in China. What began as barren land—just fields and scattered farmers—transformed into a bustling metropolitan hub with thriving GDP. “That experience stuck with me,” Cheo reflects. “Seeing how you can bring people together to create something meaningful out of nothing—that’s what stayed with me.”

In 2016, a family connection opened the door to blockchain. An uncle, a 73-year-old software developer, introduced Cheo to crypto and together they pursued an ambitious project: a blockchain-based music copyright platform designed to resolve ownership disputes. The music industry’s fragmented databases had long created a breeding ground for conflict and uncertainty. Blockchain offered a cleaner solution—a transparent, consolidated ledger for tracking ownership rights. Remarkably, that project still operates today and has never relied on token speculation to survive. “That foundation as a builder shaped how I view crypto,” Cheo explains. “It’s not about investing or speculation. It’s about creating value.”

This builder’s ethos led directly to ARC. Inspired by Balaji Srinivasan’s network state theory, though without adopting its more radical governance ambitions, Cheo set out to create a digital-first institution. Rather than another speculative investment vehicle or social media spectacle, he envisioned a platform rooted in genuine alignment and collective action—a meritocratic network where shared goals matter more than hype cycles.

What Real Community Means: Beyond Numbers and Floor Prices

In the noise of Web3 discourse, “community” has become an overused term, stripped of meaning by projects that confuse audience size with genuine connection. Elroy Cheo is unsparing in his critique: “Community isn’t just about numbers or floor prices; it’s about relationships. Without bonds between members, you’re building an audience, not a community.”

Through building ARC, Cheo identified four specific values that members truly care about. First comes access to professional networks—not generic social media connections, but curated introductions to serious builders and institutional investors. Second is economic opportunity: token allocations, investment opportunities, and tangible wealth creation. Third is lifestyle and experience: exclusive gatherings, high-profile partnerships, and unforgettable moments with celebrated figures. Fourth is personal growth—whether through job placements, mentorship, or skill development.

Underlying all of this is what Cheo calls a “give value to receive value” ethos, drawn from the ancient Chinese concept of guanxi. This philosophy rejects the transactional nature of typical online communities. Members aren’t there merely to extract information or “ask for alpha.” Instead, they support one another, collaborate on deals, and collectively elevate the entire network. “It’s about creating an environment where mutual support is the default,” Cheo notes.

ARC enforces this philosophy through its capped membership of 888 members and a contributor system that rewards active participation. Top contributors gain priority access to deals, exclusive events, and unique experiences—ensuring that value flows to those who actively strengthen the community rather than passive observers.

Asia’s Hidden Strength in Web3: Liquidity, Culture and Untapped Potential

When assessing the global Web3 landscape, a striking asymmetry emerges between perception and reality. Western crypto communities dominate discourse on Twitter and other public platforms, their voices loud and constant. Yet behind the scenes, Asian markets wield a force that often goes unrecognized.

“One big difference is how vocal Western communities are,” Cheo observes. “They dominate crypto Twitter, while Asians tend to be more reserved. Culturally, platforms like Twitter aren’t as widely used here—Chinese users, for instance, are more active in private WeChat or Telegram groups.”

The consequence is a major information gap. What remains invisible to Western observers is the sheer magnitude of liquidity flowing through Asian Web3 ecosystems. “A small Chinese community can drive $1 billion in DeFi protocol TVL in a day,” Cheo notes. “That’s rare in the West.” This capital flows quietly, moving assets between private groups and establishing significant positions without generating the public spectacle common in Western markets.

Elroy Cheo’s ambition for ARC includes amplifying this strength while broadening Asian influence in another dimension: mindshare. “Asia is a Web3 powerhouse, and it’s time we capture mindshare, not just liquidity. We recognize Asian strength but also encourage members to engage more publicly and shift the narrative.” By fostering more public participation without sacrificing the cultural preferences for privacy, ARC bridges Eastern and Western Web3 worlds.

NFTs as Digital Identity: The Evolution Beyond Collectibles

As Web3 matures, NFTs are undergoing a fundamental transformation—one that excites Elroy Cheo deeply. The conversation is shifting from speculative collectibles toward authentic digital identity and real-world utility.

“The shift toward pseudonymity excites me most,” Cheo says. “People are moving from polished, curated profiles on Facebook or LinkedIn to avatars. It’s empowering—kids can hide behind a profile picture, yet their skills and knowledge shine through.”

At ARC, NFTs serve a dual purpose: they function as status symbols and markers of achievement. Imagine walking into a premium hotel or entering an exclusive event—your NFT serves as an instant credential, recognized by others and signaling your membership in a vetted community. But the applications extend much further. NFTs can represent expertise, certifications, and accomplishments, much like badges on Stack Overflow or credentials in professional networks. “Beyond collectibles, NFTs can represent expertise or achievements,” Cheo explains. “It’s about creating digital identities with real-world impact.”

This evolution opens entirely new possibilities for how communities verify credibility, signal status, and enable opportunity.

Scaling Exclusivity: How 888 Members Became a Global Brand

A seemingly paradoxical challenge faces ARC: how to scale a model deliberately built on exclusivity and scarcity? If exclusivity is the value proposition, doesn’t growth inevitably dilute it?

Elroy Cheo’s answer lies in understanding that exclusivity derives from multiple sources: genuine brand equity, rigorous community management, and consistent value delivery. “Exclusivity works when it’s tied to brand value and proper community management,” he explains. “We’ve kept ARC small—888 members—because it allows us to focus on quality over quantity. But scaling is possible with the right frameworks.”

He points to platforms like Reddit as proof of concept: elite community managers have overseen millions of users by implementing clear guidelines and sophisticated moderation tools. The difference is brand prestige. When ARC partnered with Edition Hotel before its Singapore opening, the hotel’s director granted them exclusive rates and special treatment simply because of brand recognition. “When I asked their director why they gave us special treatment,” Cheo recounts, “he said, ‘You’re ARC.’ That’s the power of brand equity. It’s about scarcity, reputation, and delivering consistent value.”

ARC’s contributor system amplifies this effect, ensuring that as the platform attracts new members, active participants receive enhanced access to opportunities. This creates a self-reinforcing cycle where engagement is rewarded and value genuinely flows to those who strengthen the community.

The Misconceptions Holding Back NFT Adoption

Despite growing interest in NFTs across Asia, fundamental misunderstandings persist about their potential, particularly among established brands and IP holders. Many Asian companies still view NFTs as one-off revenue streams—a quick monetization opportunity rather than a community-building tool.

“One common mistake is viewing NFTs purely as revenue streams,” Elroy Cheo cautions. “Many Asian IPs and brands still approach NFTs as transactional rather than as tools for community building.” This short-term thinking leaves significant value on the table.

Consider an alternative model: a local boba tea shop issues NFTs not to generate one-time sales, but to transition casual customers into members of a committed community. Rather than traditional marketing funnels designed to extract maximum value from each interaction, the NFT creates a non-linear experience where members stay engaged, feel invested in the brand’s success, and actively promote it. “Instead of a traditional marketing funnel, the NFT creates a non-linear experience where members stay engaged and help promote the brand organically. It’s about creating advocates, not just customers,” Cheo explains.

This paradigm shift—from transaction to advocacy—could unlock far greater value for brands willing to think long-term about community.

Asia’s Developer Advantage and the Road Ahead

When Elroy Cheo surveys the Asia-Pacific Web3 landscape, he sees particular reasons for optimism. “Talent. Asia is brimming with brilliant developers—Vietnamese, Singaporean, Chinese. The challenge is internationalizing their projects because of language barriers. But as infrastructure improves, I believe Asia will cement itself as a leader in the space.”

The human capital is undeniable. What Asia’s Web3 ecosystem needs is better connectivity to global markets and reduced friction for international expansion. These are solvable problems.

Beyond developer talent, Elroy Cheo identifies another frontier: artificial intelligence. “AI is another exciting frontier,” he notes. He observes Southeast Asia in particular taking the lead in DeFi and NFT innovation, driven by a combination of technical talent, entrepreneurial energy, and cultural adaptation. As infrastructure matures and talent gains better access to global audiences, these advantages will only compound.

Building Through the Downturn: A Message for Founders

ARC itself was launched in January 2022—not a moment of euphoria, but deep in a crypto bear market when conviction was being tested across the industry. For Elroy Cheo, that timing wasn’t a disadvantage; it was a filter.

“Build with passion,” he advises founders currently navigating uncertainty. “Narratives in crypto change quickly, and without passion, it’s easy to give up. A lot of founders burn out because they lose sight of their purpose.” This isn’t mere motivational rhetoric—it’s a principle distilled from watching countless projects fail when price cycles shifted and conviction wavered.

“My advice: stay hungry, stay curious, and treat your projects as social experiments. Rapid execution with clear goals is key,” Cheo continues. The distinction matters: rapid execution toward meaningless metrics produces nothing; rapid execution aligned with authentic vision creates lasting value.

The Future of Web3: Starting with Community, Not Token

As Elroy Cheo takes the stage at Web3 conferences to share his vision, the message centers on a single insight: Web3’s most durable projects are those built community-first, not token-first. This represents a fundamental inversion of how many Web3 projects approach growth.

“I’d love to talk about what I know best—using NFTs to build communities,” Cheo reflects on his upcoming appearances. “NFTs are a great way to create a brand, a culture and a strong community. Then, down the line, a fungible token can coordinate those members toward a shared goal. It’s about starting with a community-first approach, which I call a Web3 social product.”

This framework positions Web3 as inherently social—rooted in relationships, trust, and shared identity rather than financial incentives alone. ARC embodies this philosophy: a digital-first institution built on highly aligned members connected through shared values. The technical infrastructure (NFTs, tokens, blockchain) serves the human purpose rather than the reverse.

“This concept of digital communities has only really flourished post-COVID, thanks to tools like Zoom and Google Meet bringing people together online,” Cheo notes. The pandemic accelerated a shift that was already underway—the viability of fully online communities with real economic and social impact. Web3 simply offers superior tools for managing membership, verifying identity, and distributing value across these digital networks.

For Elroy Cheo, the path forward is clear. Asia’s Web3 future isn’t about following Western models—it’s about building something distinctly Eastern, rooted in cultural concepts like guanxi, shaped by the region’s massive capital flows, and driven by world-class technical talent. Communities come first. Everything else follows.