He Yi, born He Ying on November 15, 1986, in Sichuan Province, China, is a renowned media personality turned entrepreneur who has left an indelible mark on the digital asset industry. Once best known as the vibrant host of popular travel programs like Beautiful Destinations and How Far Can You Go, she has since transformed into one of the most influential figures in blockchain and cryptocurrency—a journey that redefines career reinvention in the modern tech era.
Her evolution from television screen to tech boardroom reflects not just personal ambition but a deep commitment to innovation and global impact. Today, He Yi is widely recognized as a pioneering force behind Binance, one of the world’s leading cryptocurrency exchanges.
Early Career and Media Influence
Before entering the fintech space, He Yi built a successful career in broadcasting. Starting in 2012, she hosted several high-profile travel shows on Tourism Channel and Beijing TV, including:
- Beautiful Destinations (2012)
- How Far Can You Go (2012)
- Beijing: New Discoveries (2013)
- World So Beautiful (later years)
These programs showcased her charisma, cultural curiosity, and storytelling ability—qualities that would later serve her well in brand building and public engagement within the crypto world.
She also gained national visibility as a member of the "Boss Panel" on Fei Ni Mo Shu, a Chinese reality job-hunting show broadcast by Tianjin TV. Her articulate presence and sharp business insights earned her widespread recognition beyond the travel niche.
“I asked myself what kind of person I wanted to become,” He Yi once reflected. “I wanted to be someone who could influence the world’s development—someone involved in societal progress.”
This introspection led her to step away from the comfort of mainstream media and dive into the nascent, volatile world of Bitcoin and blockchain technology.
👉 Discover how visionary leaders are shaping the future of finance with blockchain innovation.
Founding OKCoin: Entry Into Cryptocurrency
In 2014, He Yi joined OKCoin as a co-founder, marking her official entry into the cryptocurrency industry. At the time, digital currencies were still poorly understood by the general public, especially in China. Yet, she saw potential where others saw risk.
Under her strategic leadership in marketing and communications, OKCoin rapidly grew into one of the largest Bitcoin trading platforms globally. By late 2013, it achieved a record-breaking 24-hour trading volume of over 300 million RMB, handling 300,000 BTC and 10 million LTC transactions. The platform secured $10 million in Series A funding from Ceyuan Ventures, validating its market position.
Her role at OKCoin earned her the nickname "Bitcoin Queen"—a title symbolizing both her influence and rarity as a prominent female leader in a male-dominated field.
Despite early success, He Yi eventually departed from OKCoin, choosing to further expand her impact in the evolving crypto landscape.
Joining OneAPM (OneX) and Brand Leadership
At the end of 2015, He Yi took on the role of Vice President at OneAPM (also known as OneX), a tech company valued at 20 billion RMB known for products like Miaopai (Mini Clip), Xiaokaxiu (Little Comic Show), and Yizhibo (Live Streaming). In this capacity, she oversaw brand strategy and market expansion across all subsidiaries.
This experience sharpened her expertise in digital branding, user acquisition, and large-scale product marketing—skills that proved invaluable when she transitioned back into the blockchain sector just two years later.
Co-Founding Binance: A Global Vision Realized
In August 2017, He Yi made headlines again by announcing her departure from OneAPM to co-found Binance, alongside Changpeng Zhao (CZ), a Canadian-Chinese entrepreneur. As Chief Marketing Officer (CMO), co-founder, and board member, she played a pivotal role in positioning Binance as a dominant player in the global crypto exchange market.
By September 1, 2017, Binance had already raised millions in angel investment from prominent firms like Fencheng Capital and Black Hole Capital. The exchange quickly gained traction by listing 18 emerging cryptocurrencies and using Bitcoin as its primary pricing benchmark, serving users across more than 180 countries.
He Yi's leadership helped shape Binance’s community-driven ethos, transparent communication style, and rapid response mechanisms during market volatility—key differentiators in building user trust.
👉 Explore how next-generation exchanges are redefining security and scalability in digital assets.
Core Keywords Integration
Throughout her career, He Yi has embodied keywords central to her influence and legacy:
- Cryptocurrency entrepreneur
- Blockchain leadership
- Digital asset innovation
- Female founder in tech
- Crypto exchange growth
- Marketing strategy in fintech
- Career transformation
- Global fintech impact
These themes resonate not only with search intent but also with audiences seeking inspiration from real-world success stories in decentralized finance.
Frequently Asked Questions (FAQ)
Q: What is He Yi’s educational background?
A: He Yi studied at the Institute of Psychology, Chinese Academy of Sciences, though she did not complete her degree. Her background in psychology contributed to her understanding of human behavior—an asset in branding and leadership roles.
Q: Why is He Yi called the "Bitcoin Queen"?
A: The nickname emerged during her tenure at OKCoin, recognizing her as one of the few high-profile women leading major initiatives in the early Bitcoin ecosystem. It highlights both her influence and trailblazing status.
Q: Did He Yi create Binance alone?
A: No. She co-founded Binance with Changpeng Zhao (CZ). While CZ focused on technical infrastructure and operations, He Yi led marketing, public relations, and community development.
Q: What happened to He Yi after Binance?
A: After playing a foundational role in Binance’s rise, He Yi gradually stepped back from public-facing duties around 2021–2022. She remains associated with the crypto industry through advisory roles and occasional appearances.
Q: Is He Yi still active in cryptocurrency?
A: While less visible than before, she continues to support blockchain innovation. Her legacy endures through Binance’s ongoing global operations and influence.
Q: How did her media career help in fintech?
A: Hosting travel shows honed her storytelling skills, audience engagement techniques, and comfort with live presentation—all crucial for explaining complex topics like blockchain to mainstream users.
👉 Learn how storytelling powers trust and adoption in today’s digital economy.
Legacy and Lasting Impact
He Yi’s journey exemplifies how adaptability, vision, and courage can transcend industries. From hosting scenic travel segments to shaping multi-billion-dollar crypto platforms, she has consistently chosen paths less traveled.
More than just a business success story, her trajectory inspires professionals—especially women—to embrace change, challenge norms, and lead with purpose in fast-moving technological fields.
As blockchain continues to evolve, pioneers like He Yi remain benchmarks for innovation, resilience, and strategic foresight. Her story isn’t just about personal achievement—it’s about redefining what’s possible in the digital age.