Pioneering Korean women embrace Web3 opportunities

‘The nascent industry offers both pros and cons, but it depends on how you navigate it’

By Lee Yeon-woo

Every morning at 6 a.m., Lee Hyun-jeong, known as LJ at Aptos Labs, logs onto a virtual meeting with her U.S. colleagues to kick off her workday. By 9 a.m., she heads to the gym and runs personal errands for about an hour. After lunch, she resumes work with her Korean partners until the early evening, spending time with her children for dinner and bedtime. Later, she finishes more work and goes to bed around midnight.

Lee, who has been living in Hong Kong for two and a half years, spends her day this way after transitioning her career into Web3. Prior to this, she worked for six years at Microsoft and four years at Google in Korea.

Web3 businesses are companies that leverage blockchain technology to create decentralized applications and services.

“My oldest is six, and today I went to his school for a parents’ activity where we explain what we do for work. It ran from 1 to 2 p.m., but I had a meeting starting at 2. I was able to participate because it doesn’t matter if I’m working from a cafe or while traveling — unlike in Korean companies, where these things must be reported,” Lee said.

Lee, a partner success manager at Aptos Labs, a leading innovator in blockchain technology, rates her job satisfaction a nine out of 10.

“Everyone has their own categories of happiness. In this industry, it’s easier to maintain balance across them, creating a well-rounded hexagon. In Korea, I built my career the way I wanted, but there were times I felt less fulfilled as a mother,” she reflected.

Lee Yumi, the communications lead at cryptocurrency data platform Xangle, shared a similar view.

“Long-term parental leave may not be the most effective solution for women balancing career and family because it can come at the expense of career progression. In that sense, the flexibility Web3 offers is a meaningful advantage.”

Just like LJ, five other Korean women interviewed by The Korea Times also found advantages in Web3. Some appreciated working in a cutting-edge industry or the merit-based recognition after struggling with rigid hierarchies, while others valued the flexibility it offers.

“It seemed inevitable that traditional financial markets won’t be able to resist the rise of digital assets,” said Lee Eun-jin, the sales director of institutional business at digital asset custody and infrastructure platform Fireblocks, explaining why she pivoted from traditional finance.

“My goal isn’t just to succeed, but to keep growing. While comfort and stability have their place, I value being in a field where I can continuously learn, evolve, and stay inspired — and that’s exactly what Web3 offers,” she added.

Jane Lee, Korea country lead at Scroll, a company focused on expanding Ethereum, a widely-used blockchain platform, voiced a similar view.

“Since this industry is full of startups, everything moves quickly, and tangible outcomes appear fast, which makes the work exciting. Everybody works hard to grow the market, and it keeps me motivated,” she said.

Xangle’s Lee expressed fulfillment in knowing that her daily efforts contribute to her career growth. Previously, she worked at the Korea Press Foundation for eight years, where the hierarchical structure of the public institution left little room for ownership over her work.

“Rather than focusing on who I am, this industry evaluates what I contribute. It may feel a bit impersonal, but I actually find it more comfortable, especially as a woman,” she said.

Some women choose to forge their own paths, drawing on years of experience.

“At my previous company, I collaborated with Aptos, which eventually led me to join their team. Today, I serve as the sole country head, since Korea is one of Aptos’ key markets,” said Christie Lee, the Korea business lead at Aptos Labs. With over a decade of experience in startups and investment firms, Lee became Aptos’ first hire in Korea two years ago.

“Web3 brings together people with diverse skills, each focusing on different parts of the industry. Since it’s new to everyone, it creates a level playing field for those who can adapt and grow,” she added.

Kim Ly-kyung, better known as Lemon Kim to her business connections, took a similar leap. Through her firm HYGRID, she handles business development requests, connects companies, and manages projects — a continuation of her previous work now merged with Web3.

Last month, she facilitated the launch of an NFT in collaboration with Japan’s Lawson, SBINFT, and Korean startup Metacultures. The NFT package included tickets for the Busan performance of the musical Hadestown, bundled with a travel package from Japan.

“I have this strange sense of obligation to constantly pursue something new. Even working in traditional companies, I enjoyed working freely, but some organizations didn’t always appreciate that. It’s a new challenge, and not an easy one, but I appreciate that engaging with different companies helps me deepen my market knowledge,” Kim said.

Participants look around booths during Korea Blockchain Week 2024 at Grand Walkerhill Seoul, Sept. 3. Courtesy of Factblock

However, no industry is without its challenges. While Web3 offers freedom from fixed workspaces and schedules, the fast-paced, intensive work culture can also take a toll.

“The pace can be relentless,” Xangle’s Lee admits. “Everyone is constantly in ‘go, go, go’ mode. When work seeps into your mornings, nights, and weekends, burnout becomes a real risk. And the industry doesn’t really help manage that balance.”

The industry’s male-dominated, developer-centric culture also poses challenges. According to a Cointelegraph report in 2023, women comprised 26 percent of jobs in the crypto sector and held only 6 percent of leadership roles.

According to interviewees, the language used in online forums can sometimes feel harsh and exclusive, making it challenging for women to feel welcomed. Others highlighted that meetups and community events, often held in nightclubs, serve as additional barriers.

“When the internet first emerged, many early platforms weren’t exactly positive — things like prostitution and dating services gained traction first. But over time, better services emerged. Web3 is no different. We’re still in the early stages, seeing some negative aspects, but the core principles of Web3 remain strong,” LJ at Aptos said.

Fireblocks’ Lee agreed, expressing hope that conditions would improve as more women enter senior positions and the industry becomes more inclusive.

“Women were a minority in the early stages of the finance industry as well. It’s still quite challenging to find female mentors who can serve as role models in Web3. Building supportive communities where we encourage each other is important.”