Huobi, a leading cryptocurrency exchange, marked its 10th anniversary with a controversial rebranding. On September 13th, the firm officially announced its change to HTX. Besides the new name, the move signals the company’s intent to enter a new decade of operation with a revamped identity and mission.
According to Huobi’s announcement, the name HTX represents a mashup of significant elements: “H” from Huobi, “T” from advisor Justin Sun’s blockchain project TRON, and “X” possibly standing for the Roman numeral 10, symbolizing the company’s 10th anniversary. Moreover, the name shift has been mirrored on the exchange’s social media, with the Twitter account renamed “HTX_Global” and its Telegram channel following suit.
Significantly, HTX has delineated its mission as creating a “metaverse-free port” with the lofty aim of financial freedom for all 8 billion Earth residents. Consequently, the firm focuses on a four-pronged strategy: global expansion, a thriving ecosystem, wealth effect, and security compliance. As of now, HTX retains its standing as one of the largest crypto exchanges globally, boasting a daily trading volume of over $830 billion.
However, the rebrand has yet to go without scrutiny. Many in the online crypto community have raised eyebrows at the name’s similarity to the now-defunct FTX exchange. One user mentioned that the rebrand gives off “FTX vibes,” while Bitcoin educator Dan Held labeled it the “worst possible branding move in crypto history.” Some have even speculated that this rebrand could be a “signal” foreshadowing the exchange’s downfall.
Amid this skepticism, Justin Sun’s recent interest in purchasing FTX’s liquidated assets also comes into play. Sun announced his intentions just two days before the HTX rebrand, raising questions about possible motivations behind the name change. Hence, speculations are rampant that the rebrand may be more than just a 10th-anniversary celebration.
The timing is indeed curious. FTX’s collapse in November 2022 rattled the crypto market significantly, and its co-founder, Sam Bankman-Fried, is facing fraud-related trials next month. Consequently, HTX’s rebranding carries potential benefits and risks, capturing the crypto community’s worldwide attention. Whether the rebrand will prove to be a masterstroke or a misstep remains to be seen, but it has undoubtedly thrown HTX into the spotlight—for better or worse.
