Elroy Cheo's Blueprint: How Asia's Web3 Communities Are Rewriting the Playbook

The story of Elroy Cheo is one of unconventional transitions—from commodity trading to mega-city development, then into the evolving world of blockchain and digital communities. Today, as co-founder of ARC, the influential Web3 collective he built alongside Kiat Lim, Cheo has become a voice articulating how Asian communities approach decentralized networks differently than their Western counterparts.

From Urban Development to Building Digital Economies

Cheo’s early career provides unexpected insight into what he’s building now. Leading infrastructure projects in China taught him a fundamental lesson: how to transform empty land into thriving cities. That same principle—creating value from blank canvas—now guides his Web3 strategy. In 2016, a conversation with his uncle, a 73-year-old software developer, introduced him to blockchain. Together, they tackled a problem most creatives face: music ownership disputes. Their blockchain-based copyright project remains active today, never requiring token speculation to survive. This foundation shaped Cheo’s philosophy that crypto’s real power lies in value creation, not trading mechanics.

The ARC Model: Community as Institution

ARC operates on a principle that separates it from typical Web3 collectives—it treats community as an end, not a means. With membership capped at 888, Cheo built something deliberately scarce. The collective uses Stellar NFTs and Soulbound Tokens (Fyrian) to gate access to the ARC app, exclusive events, and merchandise. But what truly defines the platform is its understanding of what members actually want: professional networks connecting builders and investors, financial opportunities through token allocations, lifestyle experiences (from partnerships with high-profile figures to luxury hotels), and personal growth through mentorship and employment.

This isn’t community built on asking for alpha. Instead, ARC emphasizes guanxi—the Chinese cultural concept of mutual support and reciprocal relationships. Members give value to receive value. This distinction fundamentally changes how the community operates: members become advocates, not just participants.

Asia’s Hidden Web3 Strength

Western crypto discourse dominates platforms like Twitter, but this visibility masks a deeper reality. Asian communities—particularly in China, Vietnam, and Southeast Asia—operate through private channels: WeChat groups, Telegram, closed forums. They’re quieter but far more powerful. A single Chinese community can move $1 billion in DeFi protocol TVL in a single day, a velocity rarely seen in Western ecosystems.

Cheo sees this asymmetry as an opportunity. Asia possesses immense liquidity but lacks proportional mindshare in global crypto conversations. ARC’s approach encourages members to engage more publicly while honoring the cultural preference for private networks. The result: Asian Web3 communities gain voice without losing their core strength in capital deployment and network effects.

NFTs Beyond Collectibles: Identity and Status

The evolution of NFTs intrigues Cheo most when tied to pseudonymity and real-world utility. Digital avatars liberate users—especially younger ones—to showcase expertise without the constraints of polished LinkedIn profiles. At ARC, NFTs function as status symbols with tangible benefits. Imagine walking into a hotel and your membership NFT triggering instant recognition and hospitality upgrades. This isn’t speculation; it’s practical digital identity.

Yet the misconception persists among Asian brands: treating NFTs as pure revenue streams rather than community infrastructure. A boba shop, for example, could use NFTs not as one-off collectibles but as membership gateways, converting customers into advocates. The transition from marketing funnel to non-linear engagement reshapes how brands think about customer relationships.

Scaling Exclusivity Without Sacrificing Community Quality

Critics question how ARC maintains its status model while scaling. Cheo points to precedent: Reddit manages millions through robust moderation frameworks and clear guidelines, not by increasing community size uniformly. ARC’s strategy combines scarcity with brand equity. When Edition Hotel gave ARC members exclusive rates before its Singapore opening, the hotel’s director justified it simply: “You’re ARC.” That reputation, built through consistent value delivery, becomes self-reinforcing.

A contributor system further incentivizes quality participation. Top contributors unlock access to deals, premium events, and unique experiences, ensuring that community benefits flow to those who actively strengthen ARC.

The Road Ahead: Talent, Infrastructure, and AI

Looking at Web3’s next chapter in Asia, Cheo identifies three drivers: exceptional developer talent across Vietnam, China, and Singapore; improving infrastructure that removes language barriers to internationalization; and AI’s potential to unlock new possibilities. Southeast Asia is already leading DeFi and NFT innovation—the challenge now is sustaining that momentum and translating it into global recognition.

For builders launching during market downturns—Elroy Cheo’s ARC itself launched during the bear market of January 2022—one principle matters most: passion. Without it, founders lose purpose and burn out. Rapid execution paired with clear goals, filtered through curiosity and hunger, separates projects that endure from those that fade.

The future of Web3 communities, Cheo believes, starts with NFTs. Not as tokens or speculation vehicles, but as the foundation for culture, brand, and aligned membership. From there, fungible tokens can coordinate shared action. This community-first approach—building digital-first institutions with deeply aligned members—represents the true innovation post-COVID, enabled by tools that finally made meaningful online collaboration possible. That’s the vision Elroy Cheo and ARC are executing on.