I want to share an interesting phenomenon with everyone: in the past two years, the tactics around MEME coins seem to have flipped.

What was the previous approach? Crypto projects would aggressively ride the trend, appear in major channels, and associate with celebrities—all to pump their coins. A quick surge would be enough, and no one cared about what happened afterward.

But now, the script has changed. Taking $Hachimi as an example, major brands are actively jumping on its hype. Joyoung is a typical example—directly participating and reversing the flow of traffic from MEME coins back to themselves.

What does this indicate? MEME coins are no longer passive players. The community buzz and influence of some projects have become so strong that brands want to leverage them. The market landscape is subtly shifting, and whoever can seize this trend reversal will be able to innovate and create new strategies.

Behind this reverse hype phenomenon, it actually reflects an upgrade in community influence. An interesting era.