The 40–50s Generation: The Real Power Players in Korea’s Web3 Market
Beyond Telegram: How Korea’s Middle-Aged Investors Are Reshaping the Web3 Landscape
1. Introduction
The Need for Target Segmentation in Korean Web3 Marketing
South Korea is one of the most important regions for Web3 projects due to its exceptionally high trading volume and strong investor purchasing power. It is frequently ranked among the top markets that global Web3 companies prioritize when expanding abroad.
Among all aspects of market entry, marketing is perhaps the area where most projects concentrate their efforts. Recently, we’ve seen highly diversified strategies being tested — ranging from donation campaigns and outdoor advertisements to offline meetups, hackathons, and various promotional events. The approaches have become more creative and expansive than ever.
But above all, the most common and heavily utilized marketing strategy remains online/influencer marketing. And at the heart of it lies one dominant channel: Telegram.
Telegram has firmly established itself as Korea’s №1 crypto social media platform, where the trendiest Web3 information is exchanged in real-time. However, Telegram also has inherent limitations — especially when it comes to diversity. The content shared here is primarily targeted at men in their 20s and 30s. These are typically young investors who focus on on-chain farming, trading on DEXs, meme coin speculation, and airdrop participation — the so-called “degens” who pursue short-term, high-risk gains.
So why do most projects continue to center their marketing efforts around Telegram?
It’s because Web3 is often perceived as a next-generation IT industry. As such, many projects naturally assume that the most relevant targets in Korea would be tech-savvy individuals in their 20s and 30s, who are quick to adapt to new trends. From there, it’s only logical that they would view Telegram as the most effective channel.
However, a critical question now arises:
Is Telegram still the optimal channel for the Korean market in 2025?
From personal experience, we’ve seen many Web3 projects attempt to enter the Korean market without a clearly segmented targeting strategy based on age or purchasing behavior. While it’s common to request KOLs (Key Opinion Leaders) specialized in specific sectors such as GameFi, NFTs, or DeFi, rarely have we seen a project ask, “How can we build a marketing strategy that appeals specifically to middle-aged investors?”
Most projects still default to the widespread belief that “Telegram is the most popular channel in Korea” and focus their marketing accordingly — often without any strategic review of alternative platforms or audience segmentation.
But where, then, are the users who actually drive influence and capital — and how do they consume information?
It’s time to go beyond this Telegram-centric “default setting” and explore new approaches.
A report released on March 31 by Korean lawmaker Kyoo-geun Cha(a member of the National Assembly’s Planning and Finance Committee) provides some eye-opening insights:
- In terms of crypto exchange accounts, there are an estimated 2.92 million users in their 20s, 4.51 million in their 30s, 3.97 million in their 40s, and 2.64 million in their 50s. While those in their 20s and 30s make up the largest share numerically, the older generations are not far behind.
But here’s the key point:
When it comes to account balances of over 1 million KRW ($750), the 40–50 demographic vastly outnumbers younger age groups. For high-value accounts exceeding 10 million KRW ($7,500), those in their 40s and 50s completely dominate.
Of course, younger users are more likely to use non-custodial wallets (such as MetaMask or Ledger), storing assets off exchanges. However, even accounting for this, it’s unlikely that younger investors’ on-chain holdings outweigh the overall capital controlled by 40–50-year-olds.
Yes, we fully acknowledge that younger users are driving trends and pioneering the frontier of Web3 — it’s a space built on early adoption, after all. But from a marketing perspective, neglecting the 4050 demographic, which holds both significant purchasing power and nearly half of Korea’s total crypto user base, would be a major misstep.
So, how can Web3 projects successfully reach and engage this powerful but under-targeted audience?
2. Where the 40–50s Are Active Online
1) KakaoTalk & YouTube
KakaoTalk is the most universally used messaging app in Korea, boasting a 98.9% usage rate across all age groups. For the 40–50s, it is a central part of daily life.
YouTube ranks as the second most used platform (84.9%) and is especially popular among middle-aged users for watching news, hobbies, and investment-related content.
- Among men in their 50s, 40% use YouTube as a primary information source.
- Among women in the same age group, the figure is 32%.
2) Naver Band & KakaoStory
Unlike younger users who prefer open SNS platforms like Instagram, the 4050 demographic prefers closed, invitation-only platforms like Naver Band and KakaoStory.
- Naver Band is widely used for alumni groups, hobby clubs, and local communities, with high adoption rates among users over 40 and especially in their 50s.
- KakaoStory, which is integrated with KakaoTalk, is favored for sharing updates with friends and family — again seeing significant uptake starting from the 50s and beyond.
These platforms emphasize trusted, personal interaction over broad exposure.
3) Naver Café, Daum Café, and Naver Blog
These portal-based community platforms are the core of middle-aged online activity in Korea.
Surveys show that Naver Café ranks #1 and Daum Café #2 among users in their 50s.
- These communities are organized around shared interests — investment, hobbies, parenting, etc. — and typically operate under a “moderator” model that builds trust.
- Naver Blogs are also popular for information consumption and rank #5 in overall SNS usage, though they are more one-directional compared to the more interactive Cafe format.
4) Facebook & Instagram
While younger generations have moved on, Facebook still ranks highly among 40–50s, used primarily for maintaining personal relationships and following interest groups.
Instagram is also gaining popularity, often used by middle-aged users to connect with their children or stay informed on youth trends.
3. Content Consumption Patterns & Trust Framework of 40s–50s
1) Portal-Centered News and Content Consumption
The 40–50 demographic heavily relies on Korean portal sites like Naver and Daum for news and information.
According to a survey by Mezzomedia,
- 69% of men and 62% of women in their 50s said they use portal sites as their main source of information,
- while only 17% of men and 8% of women cited social media as a primary source.
Many in this age group check the headlines on Naver first thing in the morning and habitually read news, financial articles, and blog posts featured on the main portal page.
They often consider trending keywords and featured content on the portal home as inherently trustworthy.
Having grown up with desktop internet, they tend to stick to web-based news interfaces, even when browsing on mobile, and exhibit detailed, methodical search behavior.
2) Combination of Traditional and Digital Media
The 40–50s still actively consume traditional media such as TV and newspapers.
Survey data shows that 50s women, in particular, spend more time watching TV and cite it more frequently as a core information channel.
This generation typically engages in hybrid media consumption:
For instance, they may watch a news program on TV in the evening, then search for related information on YouTube or Naver. Or they may read an economic article in a newspaper and then explore related discussions on YouTube.
Thus, being featured in traditional broadcast or print media significantly impacts their trust and interest. Even online campaigns benefit from being associated with recognized offline brands or media institutions.
3) Community-Based Research and Word of Mouth
This generation values information recommended by peers and trusted communities.Rather than accepting unfamiliar information at face value, they evaluate whether the source is trustworthy.
For instance, if a Naver Café member recommends a token, or if a trusted acquaintance brings it up in a KakaoTalk group chat, they are more inclined to take it seriously.
On the flip side, suspicious advertisements or unsolicited SNS promotions are often met with skepticism.
4) Content Format and Consumption Habits
The 4050 generation is comfortable reading long-form content and processing in-depth explanations. Unlike younger users, they are not averse to text-heavy formats and are willing to engage with articles, reports, or even books if the topic is relevant.
However, video consumption is also on the rise. YouTube channels like 3ProTV are popular among users in their 40s who seek educational finance content. Though short-form content is trending across all age groups, the 40–50 demographic prefers longer, information-rich videos over TikTok-style entertainment.
When they encounter new information, they don’t stop at a single source. Instead, they cross-check by:
- Searching portal sites,
- Reading related blogs and reviews,
- Exploring café discussions, and
- Referring to official disclosures from regulators or exchanges.
This thorough fact-checking is a core feature of their content consumption behavior.
5) What Builds Trust
The 40–50 generation tends to trust official sources and established reputations. If information comes from a portal news site, government agency, or recognized expert, it gains credibility. By contrast, unknown platforms or self-proclaimed influencers without credentials are treated with caution.
They are also influenced by titles — e.g., “PhD in Economics,” “former securities analyst,” or “professional investor.” These cues often signal reliability, rooted in their prior experience with traditional assets like stocks and real estate.
At the same time, peer influence plays a significant role. If others in their age group are profiting or speaking positively about an investment, they are more likely to take interest. This “social proof” effect makes word-of-mouth especially powerful.
To summarize, the core trust factors for the 4050 demographic are:
- Was the project featured by an official or authoritative channel?
- Was the information recommended by a trusted peer or expert?
For Web3 projects, gaining traction among this group means appearing on credible platforms and cultivating positive peer sentiment within communities.
4. Recommended Marketing Channels for Targeting the 4050s
1) Naver Café
As mentioned earlier, Naver Cafés are key community hubs for middle-aged users. Projects can collaborate with large investment-themed cafés like Bitman, and post informative content through sponsored accounts.
- The key is to avoid overt promotional messaging. Instead, provide genuinely useful or educational content.
- You can also run comment events, quizzes, or small giveaways to attract engagement without resistance.
2) KakaoTalk Channel & Open Chat
Given KakaoTalk’s ubiquity, Web3 projects should create an official KakaoTalk Channel. This allows interested users to “add” the project as a friend and receive updates in a familiar format.
- Note: KakaoTalk Channel requires a Korean business registration, but non-profit entities are also eligible.
- Channels can serve as newsletters, support centers, and community hubs.
- For community engagement, create Open Chat rooms — especially for holders or those interested in deeper interaction.
Because KakaoTalk is an everyday app, users are more likely to see notifications and participate consistently.
However, it’s crucial to maintain a healthy, respectful atmosphere in these chatrooms, as middle-aged users are particularly sensitive to spammy or low-quality discussions.
3) Portal Content & Search Advertising
Given how frequently 4050 users rely on Naver and Daum, it’s essential to maximize visibility within portal ecosystems.
Options include:
- Publishing column-style content on Naver Post or Naver Premium Content, ideally in partnership with portal media teams.
- Creating SEO-optimized blog posts that appear when users search for relevant keywords (e.g., “AI coin,” “retirement crypto strategy”).
- Running keyword ads to ensure the project site appears at the top of results.
- Launching display ads (e.g., banner ads on the Naver News homepage or Café main pages) to increase brand exposure.
These strategies directly tap into the online behavior patterns of middle-aged users.
4) Media Coverage & Native Ads
For the 4050s, news-style content often holds more persuasive power than direct advertising.
Projects should prepare press releases when announcing key milestones (e.g., exchange listings, major partnerships) and distribute them to reputable domestic outlets such as:
- Yonhap News
- Maeil Business
- IT Chosun
This helps the story appear within portal news feeds, increasing trust and discoverability.
If needed, native ads can be used to publish advertorial content in news-style formats.
However, it’s essential that these articles read like balanced, informative pieces rather than overt promotions.
Past success cases show that financial products promoted via native editorial content have performed far better with older audiences than standard ads.
5) Additional Online Platforms
Communities like PPOMPPU, SLR Club, and Clien cater to older, hobby-oriented users who are practical and financially capable.
Having project-related content appear organically in these forums can create unique entry points. But it’s critical to match the tone and culture of each platform — blatant ads will likely backfire.
5. Content Strategy for Reaching the 40–50 Demographic
1) Build Trust Through Credibility-Focused Content
When middle-aged investors evaluate a new opportunity, their top priority is safety and trustworthiness. Therefore, instead of only highlighting technical innovation or high APYs, it’s more effective to showcase factors that signal official validation.
For example:
- “This token is listed on major domestic exchanges like Upbit or Bithumb,” which to Korean investors implies it has passed strict listing standards and regulatory due diligence.
Of course, not every project can control where it gets listed, so the next best approach is to highlight:
- The backgrounds of the team,
- Partnerships with known entities,
- Legal incorporation status, and
- Compliance with local regulations.
These types of references help position the project as reliable and well-structured in the eyes of older investors. Additionally, press coverage by major financial or tech media outlets further enhances credibility — especially when articles are featured on Naver or Daum, which this audience actively checks.
2) Create Educational Content That Offers Real-World Examples
Many people in their 40s and 50s are not yet fully familiar with blockchain or crypto assets. Providing educational marketing content is an excellent way to close that gap and build confidence.
Rather than launching direct ads, offer content that explains:
- What problem the project solves
- How its ecosystem works
- How it generates and distributes value
- What investors should be aware of regarding risks or volatility
Examples include:
- A blog series written in plain language
- Forum posts that walk through tokenomics and use cases
- Tips on safe investing and risk management in crypto
This kind of “supportive guide” content helps portray the project as an ally, not just a seller — which increases likability and trust. Hosting webinars or AMA sessions featuring project leaders or expert guests can also replicate the feel of a traditional investor seminar, which resonates well with this audience.
After engaging with these types of content, middle-aged users are much more likely to seriously consider a project.
3) Use Language and Visuals That Align with Their Values
The 4050 audience is primarily focused on:
- Retirement planning
- Asset protection
- Stable long-term returns
So rather than sensational language, your messaging should emphasize:
- Long-term growth
- Real-world application
- Institutional partnerships
- Stability
For instance:
- “XX Project enables industry innovation while offering stable staking returns”
is more effective than flashy slogans.
When explaining blockchain’s benefits, always tie them back to everyday life:
- “Our blockchain-based platform helps solve real-world inefficiencies in XX field.”
Analogies also help:
- “Do you remember the early days of the internet in the 1990s? Blockchain is shaping up to be the next major leap — just like that.”
Visually, avoid meme-style designs and emojis. Instead, use clean, calm, professional visuals that signal reliability and seriousness.
4) Encourage Community Engagement and Organic Word-of-Mouth
As discussed, 40–50s heavily rely on community sentiment and peer validation. That’s why it’s essential to build platforms where they can engage directly with the project team and with each other.
Options include:
- Creating an official Naver Café
- Setting up a KakaoTalk Open Chat
- Launching a Band group
Within these spaces, project teams should:
- Share announcements, reports, and resources
- Offer Q&A boards and respond kindly to questions
- Encourage user feedback to improve future roadmap planning
- Run light events (e.g., trivia, suggestion campaigns)
The key is two-way communication, not just top-down promotion.
Also, try to identify early advocates within this age group and empower them as brand ambassadors. Ask them to share testimonials or reviews, either on their blog or in communities they’re active in.
Once these organic endorsements start to circulate, it can spark a wave of word-of-mouth marketing. This is extremely effective among the 4050s, especially when it’s framed as a peer success story.
5) Collaborate with Recognized Experts and Influencers
People in their 40s and 50s place a high level of trust in experts with credentials or track records. That’s why collaborations with authority figures can be especially persuasive.
Examples:
- Invite economists, university professors, or financial YouTubers with a 4050-heavy subscriber base
- Host joint AMAs or record interviews
- Publish expert columns or analysis through media outlets
In Korea, there are many examples of financial products gaining popularity after being recommended by a respected mid-aged analyst or economist.
If your project can bring on a credible advisor — whether from the blockchain industry or traditional finance — and publicly share their involvement, it adds a new layer of social validation.
The goal is to become “a project trusted by professionals”, which aligns directly with how middle-aged investors make decisions.
Conclusion
Up until now, most global blockchain projects targeting the Korean market have focused their marketing on young, Telegram-centric retail investors, mainly in their 20s and 30s.
These users are fast, enthusiastic, and capable of spreading information quickly — but the reach of that group has its limits.
The Korean Web3 ecosystem has matured, and the next wave of meaningful growth will come not from flashy hype, but from building trust with real capital holders.
In 2025, all signs point to one conclusion:
The most powerful segment in Korea’s crypto market is the 40–50 generation. They are the ones investing tens of thousands (even hundreds of thousands) of dollars, storing wealth on exchanges, and actively researching opportunities.
Unlike younger users who respond to algorithmic feeds or influencer tweets, the 4050 demographic asks:
- “Was this project vetted?”
- “Is it mentioned in the media?”
- “Do other people like me trust it?”
They live not in Discord or Telegram, but in KakaoTalk, Naver Cafés, YouTube, and trusted portals.
To reach them, projects need to leverage every form of trust they’ve earned:
- Major exchange listings
- Institutional partners
- Government compliance
- Credible third-party endorsements
- Real-world use cases
Content should be clear, relatable, and informative — with an emphasis on dialogue, not just promotion. Winning the trust of this demographic isn’t easy, but once earned, they become some of the most loyal and long-term backers.
From here on, Korean Web3 marketing must shift its definition of success:
It’s no longer about “how many users joined the Telegram group.”
It’s about:
- “Did the 4050 segment understand and resonate with our story?”
- “Did we offer a place where they felt comfortable engaging?”
- “Did we earn their trust?”
Because what Korea’s Web3 market needs now is not more trend-driven buzz — it needs trust-based storytelling. That is the foundation of a sustainable, scalable go-to-market strategy.
And that is how you win Korea’s real crypto whales.
